人口老龄化背景下银发电商高质量发展的对策研究

Strategies for High-Quality Development of Silver-Haired E-Commerce in the Context of Population Aging

摘要: 人口老龄化是我国经济社会发展面临的基本国情。银发电商作为数字经济与银发经济融合的关键载体，已成为激活银发消费潜力、推动经济高质量发展的重要路径。当前，政策体系持续完善，市场活力逐步显现，直播电商、即时零售等新业态蓬勃发展，但银发电商仍面临数字鸿沟显著、供需结构错配、区域发展失衡及政策标准滞后等挑战。为推动银发电商高质量发展，需以科技创新为核心驱动，通过强化数字素养培训、优化适老化产品供给、构建集成化服务平台、完善标准与监管体系等举措，打通“技术赋能–消费激活–产业升级”的良性循环，最终实现老富协同与经济高质量发展的双赢目标。

Abstract: Population aging represents a fundamental national condition confronting China’s socioeconomic development. As a key vehicle integrating the digital economy with the silver economy, silver-haired e-commerce has emerged as a vital pathway to unlock the consumption potential of the elderly demographic and propel high-quality economic growth. While policy frameworks continue to evolve, market vitality gradually surfaces, and new business models like live-streaming e-commerce and on-demand retail flourish, silver-haired e-commerce still grapples with significant challenges including a pronounced digital divide, structural mismatches between supply and demand, regional development imbalances, and lagging policy standards. To advance the high-quality development of silver-haired e-commerce, technological innovation must serve as the core driver. Measures such as strengthening digital literacy training, optimizing the supply of age-friendly products, building integrated service platforms, and improving standards and regulatory systems should be implemented. This will facilitate a virtuous cycle of “technology empowerment-consumption activation-industrial upgrading”, ultimately achieving the dual goals of intergenerational prosperity and high-quality economic development.