数据要素驱动下电商平台运营效率提升与大学生创业赋能

Improvement of E-Commerce Platform Operation Efficiency and Entrepreneurial Empowerment of College Students Driven by Data Elements

摘要: 数据要素能否有效赋能大学生创业，是数字经济时代创业教育的重要议题。既有研究揭示了电商平台效率提升的机理，也指出了大学生创业成功率偏低的现实，但对二者间的“传导断层”缺乏系统诊断。本文借助技术–组织–环境(TOE)框架与动态能力理论，聚焦于这一断层。研究发现，当前赋能实践面临三重障碍：技术维度上，平台工具门槛高、接口缺失且存在马太效应；组织维度上，高校教育脱节，大学生创业者感知、捕获、转型能力薄弱；环境维度上，专项政策缺位、跨部门协同不畅、治理规范模糊。据此，从技术、组织和环境三个层面提出针对性优化策略。研究表明，破解赋能困局的关键不在于技术工具供给，而在于系统性降低TOE三个维度障碍，并着力培育创业者的动态能力。

Abstract: Whether data elements can effectively empower college students to start their own businesses is an important issue in entrepreneurship education in the digital economy era. Existing research has revealed the mechanism of improving the efficiency of e-commerce platforms, and also pointed out the reality of the low entrepreneurial success rate of college students, but there is a lack of systematic diagnosis of the “conduction gap” between the two. This article focuses on this gap with the help of the technology-organization-environment (TOE) framework and dynamic capabilities theory. The study found that current empowerment practices face three obstacles: from the technical dimension, platform tool thresholds are high, interfaces are missing, and the Matthew Effect exists; from the organizational dimension, university education is out of touch, and college student entrepreneurs have weak abilities to perceive, capture, and transform; from the environmental dimension, special policies are absent, cross-department collaboration is poor, and governance norms are vague. Based on this, targeted optimization strategies are proposed from three levels: technology, organization and environment. Research shows that the key to solving the empowerment dilemma lies not in the supply of technical tools, but in systematically reducing obstacles in the three dimensions of TOE and focusing on cultivating the dynamic capabilities of entrepreneurs.