银发经济背景下电商平台适老化改造与网络营销优化研究

Research on Age-Friendly Modification and Online Marketing Optimization of E-Commerce Platforms under the Background of Silver Economy

摘要: 随着老龄化进程的加快与银发经济的崛起，老年群体的消费重心正加速向线上转移，电商平台已成为释放银发购买力的核心阵地。然而，庞大的老年网民基数与其薄弱的数字技能之间存在显著的结构性矛盾。当前，多数电商平台的适老化改造仍停留在表层交互，且复杂的网络营销套路与供需错配现象，进一步加剧了老年用户的信任焦虑。面对这一困境，电商平台亟需深化企业信息化转型，借助人工智能等新质生产力重塑底层架构与服务生态。本文立足“新老人”的真实消费画像，系统剖析银发电商面临的现实痛点，并为其高质量发展与适老化升级提供切实可行的优化路径。

Abstract: With the acceleration of the aging process and the rise of the silver economy, the consumption focus of the elderly is rapidly shifting online, making e-commerce platforms the core arena for unleashing their purchasing power. However, a significant structural contradiction exists between the massive base of elderly netizens and their weak digital skills. Currently, the age-friendly modifications of most e-commerce platforms remain at the superficial interaction level, while complex online marketing routines and supply-demand mismatches further exacerbate the trust anxiety of elderly users. Facing this dilemma, e-commerce platforms urgently need to deepen enterprise informatization transformation and reshape their underlying architecture and service ecosystem using artificial intelligence. Based on the authentic consumption portrait of the “new elderly,” this paper systematically analyzes the practical pain points faced by silver e-commerce and provides feasible optimization paths for its high-quality development.