DeepSeek驱动传统文化电商转型的风险机理与治理路径研究

Research on the Risk Mechanisms and Governance Pathways of DeepSeek-Driven Transformation in Traditional Cultural E-Commerce

摘要: 在国潮消费兴起与生成式人工智能技术普及的双重背景下，DeepSeek等大语言模型正重塑传统文化产品的电商价值链。本文基于平台经济学的双边市场理论，结合创新扩散理论与算法伦理框架，系统分析DeepSeek在非遗产品电商、传统工艺线上营销等场景中的应用现状，识别出算法偏见导致的文化市场失灵、数据垄断引发的双边权力失衡、技术依赖造成的产业生态锁定三类核心风险。研究发现，风险根源在于AI的效率导向与传统文化电商的文化价值导向、平台的双边定价逻辑与商户差异化竞争需求之间的结构性冲突。据此，本文构建“政府监管引领–平台主体负责–行业自律规范–技术工具赋能–社会监督补充”五维协同治理框架，并提出“文化适配性算法”理论命题，为人工智能赋能传统文化电商高质量发展提供理论支撑与实践路径。

Abstract: Against the dual backdrop of rising Guochao consumption trends and the proliferation of generative artificial intelligence technologies, large language models like DeepSeek are fundamentally reshaping the e-commerce value chain for traditional cultural products. Grounded in the two-sided market theory of platform economics, and integrating innovation diffusion theory with algorithmic ethics frameworks, this paper systematically analyzes the current application of DeepSeek in scenarios such as e-commerce of intangible cultural heritage products and online marketing of traditional crafts, identifying three core risks: cultural market failure arising from algorithmic bias, bilateral power imbalance triggered by data monopoly, and industrial ecosystem lock-in resulting from technological dependency. This study reveals that the root causes of these risks lie in the structural conflicts between the efficiency-oriented nature of AI and the cultural-value orientation of traditional cultural e-commerce, as well as between the platform’s two-sided pricing logic and merchants’ need for differentiated competition. Accordingly, this paper constructs a five-dimensional collaborative governance framework of “government supervision as the guide, platform accountability as the core, industry self-regulation as the norm, technological tools as enablers, and social oversight as the supplement”, and proposes the theoretical proposition of “culturally adaptive algorithms”. This provides both a theoretical foundation and practical pathways for achieving high-quality development in traditional cultural e-commerce empowered by artificial intelligence.