生成式人工智能赋能中小电商运营研究

Research on the Paths of Generative Artificial Intelligence Empowering the Operations of Small and Medium-Sized E-Commerce Merchants

摘要: 在平台经济持续发展和电商竞争不断深化的背景下，中小电商商家在内容供给、客户服务、精准营销和经营决策等方面普遍面临资源约束与能力短板。本文在梳理中小电商商家运营现实困境的基础上，分析生成式人工智能赋能中小电商商家运营的作用机理、现实障碍及优化路径。研究表明，生成式人工智能能够通过提升内容生成效率、优化客户服务响应、增强用户需求识别能力和推动经验知识化，在一定程度上缓解中小电商商家运营中的效率瓶颈，但其应用仍受到内容真实性、同质化风险、数据基础、商家应用能力及平台治理环境等因素制约。因此，应从人机协同、数据整理、能力提升和平台治理等方面协同推进，以促进其规范应用与价值释放。

Abstract: Against the backdrop of the sustained development of the platform economy and the deepening competition in e-commerce, small and medium-sized e-commerce merchants generally face resource constraints and capability shortcomings in content supply, customer service, precision marketing, and business decision-making. Based on a review of the practical operational difficulties faced by small and medium-sized e-commerce merchants, this paper analyzes the mechanism through which generative artificial intelligence empowers their operations, as well as the practical obstacles and optimization paths involved. The study shows that generative artificial intelligence can, to a certain extent, alleviate operational bottlenecks by improving content generation efficiency, optimizing customer service response, enhancing user demand identification, and promoting the codification of experiential knowledge. However, its application is still constrained by such factors as content authenticity, homogenization risks, data foundations, merchants’ application capabilities, and the platform governance environment. Therefore, coordinated efforts should be made in human-machine collaboration, data organization, capability enhancement, and platform governance, so as to promote its standardized application and value realization.