平台经济下电子商务企业成本结构动态优化与价值创造路径研究

Research on Dynamic Optimization of the Cost Structure and Value Creation Path of E-Commerce Enterprises in the Platform Economy

摘要: 为满足电子商务企业从短期交易导向向长期价值导向的转变需求，文章致力于构建一个基于数据驱动的客户全生命周期价值(CLV)挖掘和营销策略迭代框架。方法方面采用全域客户数据体系和统一的指标口径沉淀，可以重用客户宽表；利用生命周期分层和关键触点特征描述了价值演化路径；介绍了CLV预测和动态价值评估模型，对高价值、潜力和风险客群进行辨识；融合因果归因和分层随机实验，对策略真实增量价值进行评价。结果发现，以CLV为统一量化尺度能够显著提高资源配置效率，而触点驱动分层运营能够有效地延长生命周期和遏制价值下滑；因果和实验闭环避免了因相关性误判造成补贴浪费。

Abstract: To meet the need for e-commerce enterprises to shift from a short-term transaction-oriented model to a long-term value-oriented model, this article aims to construct a data-driven framework for customer lifetime value (CLV) mining and marketing strategy iteration. The methodology adopts a comprehensive customer data system and unified metric standards, allowing for the reuse of customer-wide tables; utilizes lifecycle segmentation and key touchpoint features to describe the value evolution path; introduces CLV prediction and dynamic value evaluation models to identify high-value, potential, and risky customer groups; integrates causal attribution and stratified random experiments to evaluate the actual incremental value of strategies. The results show that using CLV as a unified quantifiable measure significantly improves resource allocation efficiency, while touchpoint-driven stratified operations can effectively extend the lifecycle and prevent value decline; causal and experimental feedback loops avoid subsidy waste caused by correlation misjudgments.