银发经济视角下的数字平台创新与消费升级研究

Research on Digital Platform Innovation and Consumption Upgrade from the Perspective of the Silver Economy

摘要: 在全球人口老龄化与数字经济快速发展的背景下，银发经济逐渐成为推动经济结构转型的重要力量。然而，当前养老产业仍面临供给结构滞后与老年群体消费升级需求之间的矛盾。本文从数字平台经济视角出发，探讨平台创新在释放银发消费潜力中的作用机制。文章整合生命周期假说与马斯洛需求层次理论，构建“资源–意愿–机制”的分析框架。研究发现老年群体普遍存在“资产多、现金少”的财富结构与消费谨慎并存的特征，而数字平台通过服务平台化、数据驱动和信任机制重构，能够降低交易成本并激发消费潜力。平台通过健康管理服务、适老化技术设计与“技术风控 + 人工客服”的信任机制，有效提升老年人数字消费参与度；金融科技平台通过反向抵押养老、资产数字化管理等创新机制，有助于缓解老年人资产流动性约束。但同时，平台化发展也带来数字鸿沟深化、算法偏见与数据隐私风险等问题。基于此，本文提出构建政府主导的适老化标准体系、完善平台算法伦理治理、强化家庭与社区数字反哺等政策建议，以推动银发经济的包容性发展与老年群体的数字福祉。

Abstract: Against the backdrop of global population aging and rapid development of the digital economy, the silver economy is gradually becoming an important force driving economic restructuring. However, the current elderly care industry still faces a contradiction between lagging supply structure and the consumption upgrade demands of the elderly. This paper explores the role and mechanism of platform innovation in unleashing the consumption potential of the silver economy from the perspective of digital platform economy. The paper integrates the life cycle hypothesis and Maslow’s hierarchy of needs to construct an analytical framework of “resources-will-mechanisms”. The study found that the elderly generally have a wealth structure of “more assets and less cash” and are cautious in consumption. Digital platforms, through service platformization, data-driven approaches, and trust mechanism reconstruction, can reduce transaction costs and stimulate consumption potential. Platforms effectively improve the participation of the elderly in digital consumption through health management services, age-friendly technology design, and a trust mechanism of “technology risk control + human customer service”. Fintech platforms help alleviate the liquidity constraints of the elderly through innovative mechanisms such as reverse mortgage pensions and digital asset management. However, platform development also brings problems such as deepening digital divide, algorithmic bias, and data privacy risks. Based on this, this paper proposes policy recommendations such as building a government-led standard system for age-friendly development, improving the ethical governance of platform algorithms, and strengthening digital support from families and communities, in order to promote the inclusive development of the silver economy and the digital well-being of the elderly.