大数据赋能下C2C电子商务平台建设和改进措施——以淘宝网为例

Big Data Empowerment of C2C E-Commerce Platform Construction and Improvement Measures—A Case Study of Taobao.com

摘要: 在数字化浪潮中，C2C电商进入存量竞争阶段，淘宝网在大数据赋能中取得发展突破，也面临技术伦理与运营层面的双重困境。本文以淘宝网为案例，剖析其存在的算法歧视、数据隐私边界模糊、信息茧房、流量分配失衡等核心问题，从用户画像构建、智能推荐优化、搜索升级、风控完善、供应链革新及协同治理六大方面，提出融入矩阵分解、大模型等技术的落地性改进措施。研究表明，大数据赋能能有效优化C2C平台运营效率、强化风险管控并推动普惠发展，平台唯有平衡技术价值与合规治理，才能破解发展瓶颈，构建健康可持续的电商生态。

Abstract: Amid the digital transformation wave, C2C e-commerce has entered a phase of existing market competition. While Taobao has achieved breakthroughs through big data empowerment, it now faces dual challenges in technological ethics and operational management. Using Taobao as a case study, this paper analyzes core issues including algorithmic bias, ambiguous data privacy boundaries, information cocoon (information cocoon), and imbalanced traffic distribution. The study proposes actionable improvements through six dimensions: user profiling, intelligent recommendation optimization, search enhancement, risk control refinement, supply chain innovation, and collaborative governance. By integrating technologies like matrix factorization and large-scale models, the research demonstrates that big data empowerment can effectively optimize platform efficiency, strengthen risk management, and promote inclusive development. Only by balancing technological value with regulatory compliance can platforms overcome developmental bottlenecks and build a healthy, sustainable e-commerce ecosystem.