数字包容驱动银发经济：电商平台转型革新

Digital Inclusion Drives the Silver Economy: Transformation and Innovation of E-Commerce Platforms

摘要: 人口老龄化和数字化背景下，银发经济已成为我国经济高质量发展的关键增长引擎。电商平台作为衔接数字消费场景与老年群体需求的核心载体，其角色定位与生态构建直接关乎数字包容目标的实现。基于数字包容理论，本文梳理电商平台在银发经济中的现实瓶颈，并构建“适配者–赋能者–协同者”三重角色转型框架，提出“产品创新–场景融合–能力赋能–监管优化”四位一体生态革新路径。当前电商平台存在适老化调整表面化、数字技能赋能不足、服务供需匹配欠佳、信任保障薄弱等问题，通过精准适配需求、强化技能赋能、整合多元资源，可有效释放银发消费潜力。本文为电商平台参与银发经济提供理论与实践指引，补充数字经济与消费升级交叉领域研究成果。

Abstract: Against the backdrop of population aging and digitalization, the silver economy has become a key growth engine for the high-quality development of China’s economy. As the core carrier connecting digital consumption scenarios with the needs of the elderly group, the role positioning and ecosystem construction of e-commerce platforms are directly related to the achievement of digital inclusion goals. Based on the Digital Inclusion Theory, this paper sorts out the practical bottlenecks of e-commerce platforms in the silver economy, constructs a threefold role transformation framework of “Adapter-Enabler-Coordinator”, and proposes a four-in-one ecosystem innovation path of “Product Innovation - Scenario Integration - Capability Empowerment - Regulatory Optimization”. Currently, e-commerce platforms are faced with problems such as superficial aging-friendly adjustments, insufficient digital skill empowerment, poor matching between service supply and demand, and weak trust guarantees. By accurately adapting to demands, strengthening skill empowerment, and integrating diverse resources, the potential of silver consumption can be effectively released. This paper provides theoretical and practical guidance for e-commerce platforms to participate in the silver economy, and supplements the research results in the interdisciplinary field of digital economy and consumption upgrading.