数智时代电子商务的演进路径与技术治理研究

Research on the Evolution Path and Technological Governance of E-Commerce in the Digital-Intelligent Era

摘要: 在数字技术驱动下，电子商务正经历从交易连接平台向智能商业生态系统的根本性跃迁。通过系统剖析技术赋能下电商“连接–洞察–重构”的三阶段演进路径，揭示了随之产生的个性化与公平、平台权力扩张、数据利用与隐私保护、算法自动化与可解释性等多重治理悖论。传统单一监管模式难以应对这些系统性挑战，亟需构建政府、平台、社会多元协同的治理框架。该框架强调政府转向智慧监管与底线规制，平台践行伦理价值内嵌的主动治理，并通过多元社会力量的参与实现动态平衡，最终推动形成促进创新、保障公平的数字商业新生态。

Abstract: Driven by digital technologies, e-commerce is undergoing a fundamental transformation from a transaction connection platform to an intelligent business ecosystem. By systematically analyzing the three-stage evolutionary path of “connection-insight-restructuring” of e-commerce empowered by technology, this paper reveals the multiple governance paradoxes arising therefrom, such as the tension between personalization and equity, the expansion of platform power, the balance between data utilization and privacy protection, and the conflict between algorithmic automation and interpretability. Traditional single regulatory models are difficult to address these systemic challenges, making it imperative to construct a multi-stakeholder collaborative governance framework involving the government, platforms and society. This framework emphasizes that the government should shift to smart regulation and bottom-line rule-making, platforms should practice proactive governance with embedded ethical values, and dynamic balance should be achieved through the participation of diverse social forces, ultimately promoting the formation of a new digital business ecosystem that fosters innovation and safeguards equity.