电子商务赋能养老服务体系构建的治理困境与优化路径——基于多中心治理理论的分析

Governance Challenges and Optimization Paths in the Construction of E-Commerce-Enabled Elderly Care Service Systems—An Analysis Based on the Theory of Polycentric Governance

摘要: 随着人口老龄化程度的不断加深以及数字技术的迅速发展，电子商务逐渐成为推动养老服务体系创新的重要工具，为缓解传统养老服务供给不足提供了新的发展路径。然而，在实践运行过程中，电商养老服务体系仍面临“技术嵌入迅速而治理嵌入相对滞后”的结构性矛盾，导致政策效果与服务效率难以充分释放。基于多中心治理理论，本文构建“政府–市场–社会–老年人”四维分析框架，对电子商务模式下养老服务体系构建过程中面临的治理困境进行系统分析。研究发现：当前电商养老服务体系在政策供给与执行层面存在明显的碎片化与悬浮化问题；平台商业逻辑与养老服务公共属性之间存在价值张力；社区与社会组织在服务体系中的纽带功能尚未充分发挥；同时老年群体面临数字能力鸿沟与主体性参与不足的双重约束。基于此，本文提出从制度整合、平台赋能、社区嵌入以及代际共融四个方面构建多元协同治理路径，以推动电子商务与养老服务体系由“形式整合”向“深度融合”转变。研究对于完善数字时代养老服务治理体系、推动电商养老模式健康发展具有一定的理论价值与现实意义。

Abstract: With the acceleration of population aging and the rapid advancement of digital technologies, e-commerce has gradually become an important tool for promoting innovation in the elderly care service system, providing new possibilities for addressing the supply constraints of traditional elderly care models. However, in practical operation, the development of e-commerce-based elderly care services has revealed a structural tension characterized by “rapid technological embedding but lagging governance embedding”, which limits the full realization of policy effectiveness and service efficiency. Based on the theory of polycentric governance, this study constructs a four-dimensional analytical framework consisting of “government, market, society, and the elderly” to systematically analyze the governance challenges encountered in building the elderly care service system under the e-commerce model. The study finds that the current system faces several key problems: fragmented policy supply and weak policy implementation, tensions between platform commercial logic and the public welfare nature of elderly care services, insufficient activation of community and social organizations as intermediary actors, and the coexistence of digital capability gaps and weak subjectivity among elderly users. In response, this paper proposes a multi-dimensional governance optimization path focusing on institutional integration, platform empowerment, community embedding, and intergenerational collaboration. These measures aim to promote the transformation of e-commerce-enabled elderly care services from “superficial integration” to “deep institutional integration”. The findings contribute to the improvement of digital-aging elderly care governance and offer policy insights for the sustainable development of e-commerce-based elderly care services.