人工智能生成内容驱动的电子商务智能营销与客户关系管理研究

Research on AIGC-Driven Intelligent Marketing and Customer Relationship Management in E-Commerce

摘要: 随着电子商务平台竞争的加剧，传统依赖人工运营的营销模式，已难以满足消费者个性化、多场景和即时交互的需求。生成式人工智能，尤其是以大语言模型、多模态生成模型和智能推荐算法为代表的人工智能生成内容技术，正在推动电子商务从“流量驱动”向“数据智能驱动”和“用户关系驱动”转型。基于TOE框架、顾客旅程理论与顾客生命周期视角，系统分析了人工智能生成内容在电商智能营销与客户关系管理中的应用机制，探讨其在内容生成、个性化推荐、智能客服及用户运营等环节的作用，并评估数据隐私、内容真实性及算法公平等风险。分析表明，人工智能生成内容能够提升运营效率与用户体验，但仍需通过数据治理、算法审计与组织能力建设实现可持续应用。

Abstract: As competition among e-commerce platforms intensifies, traditional marketing models reliant on manual operation can no longer adequately address consumers’ demands for personalization, multi-scenario engagement, and real-time interaction. Generative artificial intelligence, particularly AIGC technologies represented by large language models, multimodal generative models, and intelligent recommendation algorithms, is driving the transformation of e-commerce from “traffic-driven” models toward “data-intelligence-driven” and “user-relationship-driven” paradigms. Based on the Technology-Organization-Environment (TOE) framework, Customer Journey Theory, and the Customer Lifecycle perspective, this study systematically examines the application mechanisms of AIGC in intelligent marketing and Customer Relationship Management within e-commerce. It further explores its roles in content generation, personalized recommendation, intelligent customer service, and user operations, and evaluates risks regarding data privacy, content authenticity, and algorithmic fairness. Findings suggest that while AIGC enhances operational efficiency and user experience, its sustainable application depends on data governance, algorithm auditing, and organizational capacity building.