电商数字营销中的用户画像构建及法律风险防范

Building User Profiles and Mitigating Legal Risks in E-Commerce Digital Marketing

摘要: 在大数据驱动的精准营销时代，用户画像已成为电商企业提升竞争力的技术底座，通过对个人数据的深度挖掘与标签化处理，平台与商家得以实现精准营销、提升用户粘性、优化经营效率。本文系统梳理电商领域用户画像的构建流程，重点识别各环节中存在的法律风险，剖析风险产生的成因，并针对性提出合规防控路径。研究表明，数字营销中用户画像构建的合规化是电商企业实现可持续发展的关键，唯有从法律规制、技术赋能、管理优化、社会监管四个方面协同努力，才能实现电商数字营销与法律合规的协同发展。

Abstract: In the era of big data-driven precision marketing, user profiling has become the technological foundation for e-commerce companies to enhance their competitiveness. Through in-depth analysis and tagging of personal data, platforms and merchants are able to achieve precision marketing, increase user retention, and optimize operational efficiency. This article systematically outlines the process of building user profiles in the e-commerce sector, focusing on identifying legal risks at each stage, analyzing the causes of these risks, and proposing targeted compliance and risk mitigation strategies. Research indicates that ensuring the compliance of user profiling in digital marketing is key to the sustainable development of e-commerce enterprises. Only through coordinated efforts across four dimensions—legal regulation, technological empowerment, management optimization, and social oversight—can the synergistic development of e-commerce digital marketing and legal compliance be achieved.