隐私保护技术的采纳成本对中小电商数据库营销能力的影响研究

Research on the Impact of Privacy Protection Technology Adoption Costs on the Database Marketing Capabilities of Small and Medium-Sized E-Commerce Enterprises

摘要: 随着个人信息保护制度的推进，中小电商的数据库营销面临新的挑战。本研究立足隐私保护技术的采纳成本视角，探讨该成本如何通过资源挤出、技术效率、组织治理与信息约束等路径，影响中小电商数据库营销能力的发挥。通过理论分析与文献梳理，研究发现：隐私保护技术虽是合规的必要条件，但其运行成本在短期内削弱了数据获取能力、降低了分析精度并抬高了营销投入门槛，从而制约了数据库营销的长期积累。为此，本文有针对性地提出提升中小电商数据库营销能力的路径选择，旨在为在合规约束下实现隐私保护与数据价值平衡提供理论依据与政策建议。

Abstract: As personal information protection systems advance, database marketing for small and medium-sized e-commerce businesses faces new challenges. This study examines how the adoption costs of privacy protection technologies impact the effectiveness of database marketing capabilities through pathways such as resource crowding out, technological efficiency, organizational governance, and information constraints. Through theoretical analysis and literature review, the study finds that while privacy protection technologies are essential for compliance, their operational costs in the short term weaken data acquisition capabilities, reduce analytical precision, and raise marketing investment thresholds. This constrains the long-term accumulation of database marketing. Consequently, this paper proposes targeted pathways to enhance the database marketing capabilities of SMEs, aiming to provide theoretical foundations and policy recommendations for balancing privacy protection and data value under compliance constraints.