电子商务企业数字服务化研究分析

Research and Analysis of Digital Service Development in E-Commerce Enterprises

摘要: 数字技术深刻重塑电子商务企业管理逻辑，传统平台模式面临增长放缓与成本攀升压力，数字服务化转型成为企业战略选择。本文系统梳理电商情境下数字服务化文献，运用计量与内容分析方法，厘清内涵演进、核心主题与影响效应，探讨未来方向。研究发现：数字服务化是数字化与服务化深度融合的产物，核心特征体现为服务过程智能化、服务视角生态化与服务模式价值重构。该领域历经ICT与服务创新、数字化对服务化影响、服务生态系统价值共创三阶段演进。另外，研究主题涵盖情境、连结、模式与能力四个维度，各维度相互交织构成理论基石。基于此，本文从各主题维度提出未来研究方向，为后续研究提供理论指引，并为电商企业转型实践提供参考。

Abstract: Digital technologies are profoundly reshaping the management logic of e-commerce firms. Confronted with slowing user growth and rising customer acquisition costs in traditional platform models, digital servitization has emerged as a strategic imperative for enterprise transformation. This study systematically reviews the literature on digital servitization in the e-commerce context. Employing bibliometric and content analysis methods, it clarifies the concept’s evolution, identifies core research themes and impact effects, and explores future research directions. The findings indicate that digital servitization is a product of the deep integration of digitalization and servitization, characterized by the intellectualization of service processes, the ecologization of service perspectives, and the value reconstruction of service models. The field has evolved through three stages: the link between ICT and service innovation, the impact of digitalization on servitization, and value co-creation in service ecosystems. Furthermore, the research themes encompass four dimensions—context, linkage, model, and capability—which are intertwined and form the theoretical foundation of the field. Based on these findings, this paper proposes future research directions across these thematic dimensions, offering theoretical guidance for subsequent studies and practical references for the transformation of e-commerce firms.