数字经济时代的消费主体变迁与电商营销逻辑重构

The Transformation of Consumer Subjects and the Reconstruction of E-Commerce Marketing Logic in the Digital Economy Era

摘要: 随着数字经济的蓬勃发展，消费领域正经历由物质导向向体验导向、由单向传播向共创互动的深刻变迁。数字技术的广泛应用打破了传统市场结构，使消费主体的角色从被动购买者转变为具有创造性与社会参与性的价值共创者。本文基于消费社会理论与数字营销实践，探讨了数字经济时代消费主体的结构变化、心理特征与行为逻辑，分析了电商营销由“产品逻辑”向“用户逻辑”“关系逻辑”的转型过程。研究认为，数字经济不仅推动了消费文化的重塑，也促使营销理念从流量竞争走向价值共生。与此同时，技术滥用与平台垄断等问题也对数字经济的可持续发展提出挑战。未来的电商营销应回归以人为本，在技术创新与伦理自觉之间寻求平衡，构建以信任、体验与文化为核心的新型价值体系。

Abstract: With the rapid rise of the digital economy, the field of consumption is undergoing a profound transformation—from material-oriented to experience-oriented, and from one-way communication to co-creative interaction. The widespread application of digital technologies has reshaped traditional market structures, turning consumers from passive buyers into creative and socially engaged value co-creators. Drawing on theories of consumer society and practices of digital marketing, this paper explores the structural evolution, psychological characteristics, and behavioral logic of consumers in the digital economy era, and analyzes the transformation of e-commerce marketing from a “product logic” to a “user logic” and “relationship logic”. The study argues that the digital economy not only reconstructs consumption culture but also shifts marketing focus from traffic competition to value symbiosis. At the same time, issues such as technological overreach and platform monopoly pose challenges to sustainable development. Future e-commerce marketing should return to a human-centered orientation, balancing technological innovation with ethical responsibility, and establishing a new value system grounded in trust, experience, and culture.