电商适老化视角下服务与供应链协同优化研究

Research on Service and Supply Chain Synergistic Optimization from the Perspective of Elderly-Friendly E-Commerce

摘要: 随着老龄化加速和数字技术普及，越来越多老年人开始使用电商平台。老年群体在电商消费中面临操作复杂、风险感知弱、服务脱节等诸多问题，使电商适老化改造愈发重要，成为实现发展银发经济的重要抓手。然而现有适老化改造多停留在界面简化等表层优化，区域供给失衡、供需精准度不足、数字鸿沟制约等问题突出，难以满足老年群体多元化的消费需求。本文从适老化视角出发，基于服务供应链理论，探讨电商服务与供应链协同的核心内涵与运作机制，分析老年群体对电商服务的多层次需求，揭示服务与供应链协同的现实困境，并提出针对性优化策略。研究认为，服务的深度适老化水平高度依赖于供应链的支撑，二者协同的关键在于建立信息共享、流程衔接与主体共治的联动机制。本文为构建包容、高效的老龄友好型电商生态提供理论参考与实践路径。

Abstract: With the acceleration of aging and the popularization of digital technology, an increasing number of elderly people are beginning to use e-commerce platforms. The elderly group faces numerous problems in e-commerce consumption, such as complex operations, weak risk perception, and disconnected services, making the adaptation of e-commerce for the elderly increasingly important and an important means to achieve the development of the silver economy. However, the current aging-friendly renovations mostly remain at the superficial level of interface simplification and other optimizations. Problems such as regional supply imbalance, insufficient accuracy of supply and demand, and constraints from the digital divide are prominent, making it difficult to meet the diverse consumption demands of the elderly group. From the perspective of elderly-friendly development and based on the theory of service supply chain, this article explores the core connotation and operational mechanism of the collaboration between e-commerce services and supply chain, analyzes the multi-level demands of the elderly for e-commerce services, reveals the practical predicaments of the collaboration between services and supply chain, and proposes targeted optimization strategies. Research suggests that the depth of service adaptation for the elderly is highly dependent on the support of the supply chain. The key to the synergy between the two lies in establishing a linkage mechanism of information sharing, process connection and co-governance by all parties. This article provides theoretical references and practical paths for building an inclusive and efficient elderly-friendly e-commerce ecosystem.