人工智能在电商数据库营销中的应用及资本增殖机制探究

The Application of Artificial Intelligence in E-Commerce Database Marketing and the Exploration of Capital Appreciation Mechanisms

摘要: 随着人工智能技术与电商产业的深度融合，数据库营销正经历从“数据存储”到“智能决策”的范式跃迁。本文基于电商数据库营销的实践场景，系统梳理人工智能在数据层、策略层与执行反馈层的应用架构，揭示其通过加速资本周转、挖掘数据要素价值、提升劳动效率及最大化客户价值驱动资本增殖的内在机制，并针对数据隐私、算法偏见、技术垄断等现实挑战，结合网络社会理论中关于信息网络结构与用户互动关系的分析，从理论范式层面探讨传统营销理论与资本逻辑的革新方向，为人工智能时代电商营销的可持续发展提供学理支撑。

Abstract: With the deep integration of artificial intelligence (AI) technology and the e-commerce industry, database marketing is undergoing a paradigm shift from “data storage” to “intelligent decision-making”. Based on practical scenarios of AI-driven database marketing in e-commerce, this paper systematically outlines the application architecture of AI across the data layer, strategy layer, and execution-feedback layer. It reveals the underlying mechanisms through which AI drives capital accumulation by accelerating capital turnover, unlocking the value of data as a production factor, enhancing labor productivity, and maximizing customer value. In response to real-world challenges such as data privacy, algorithmic bias, and technological monopolies, and drawing on network society theory—particularly its analysis of information network structures and user interaction dynamics—the paper explores theoretical paradigm shifts in traditional marketing theories and the logic of capital from a conceptual standpoint. The study aims to provide academic support for the sustainable development of AI-era e-commerce marketing.