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电子商务评论 2025年第1期14卷 1368-1374页

作者：刘雨桐闫国东孙晨耀上海工程技术大学管理学院上海

在数字经济时代,电商企业蓬勃发展的同时也面临着市场环境不确定性带来的风险。本研究聚焦于大数据环境下电商企业的财务柔性管理,通过对电商企业的现金柔性、负债柔性以及大数据应用在财务管理中的现状分析,梳理电商企业在财务柔性管... 详细信息

在数字经济时代,电商企业蓬勃发展的同时也面临着市场环境不确定性带来的风险。本研究聚焦于大数据环境下电商企业的财务柔性管理,通过对电商企业的现金柔性、负债柔性以及大数据应用在财务管理中的现状分析,梳理电商企业在财务柔性管理方面所存在的一系列问题,并提出相关对策,为电商企业在数字经济下提升财务柔性管理水平提供了理论参考和实践指导,具有重要的现实意义。In the era of the digital economy, while e-commerce enterprises are thriving, they also face risks arising from the uncertainties of the market environment. This study focuses on the financial flexibility management of e-commerce enterprises in the context of big data. By analyzing the current status of cash flexibility, debt flexibility, and the application of big data in financial management among e-commerce enterprises, it identifies a series of issues in their financial flexibility management and proposes relevant countermeasures. This study provides theoretical reference and practical guidance for e-commerce enterprises to enhance their financial flexibility management capabilities in the digital economy, holding significant practical significance.

关键词：数字经济电商企业现金柔性负债柔性大数据视角

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基于4I理论的东方甄选直播平台的营销路径分析

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电子商务评论 2025年第1期14卷 99-109页

作者：夏婷上海工程技术大学管理学院上海

传统农产品直播中存在一些问题,如人才匮乏、忽视精神价值创造、现有风格单一固化等。东方甄选作为农产品直播平台,对传统农产品直播营销路径进行创新,有效提高了农产品销量,但仍然存在缺陷。本文基于2021年~2023年东方甄选直播数据和4... 详细信息

传统农产品直播中存在一些问题,如人才匮乏、忽视精神价值创造、现有风格单一固化等。东方甄选作为农产品直播平台,对传统农产品直播营销路径进行创新,有效提高了农产品销量,但仍然存在缺陷。本文基于2021年~2023年东方甄选直播数据和4I理论,运用文献研究法、案例分析法对“东方甄选”直播助农主动营销路径进行研究分析,总结其优势,深挖其漏洞,以存在问题为基点,提出营销路径优化建议,以期为农产品直播可持续发展提供案例支撑。There are some problems in the traditional live broadcasting of agricultural products, such as lack of talent, neglect of spiritual value creation, and single curing of the existing style. East Buy, as a live broadcast platform for agricultural products, has innovated the traditional live broadcast marketing path for agricultural products and effectively increased the sales of agricultural products but there are still shortcomings. This paper is based on the 2021~2023 East Buy live broadcast data and 4I theory, using the literature research method and case study method to study and analyze the “East Buy” live broadcasting to help farmers take the initiative in marketing paths, and summarize its advantages, dig deeper into its loopholes, take the existing problems as the base point, and put forward suggestions for optimizing the active marketing path, in order to provide case support for the sustainable development of agricultural products live broadcast.

关键词：农产品东方甄选 4I理论营销消费者

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基于体验视角下虚拟数字人风格对消费者购买意愿的影响研究

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电子商务评论 2025年第1期14卷 1842-1849页

作者：田雪莹赵冉上海工程技术大学管理学院上海

随着科学技术的不断发展,虚拟数字人在多个领域发挥其独特的价值。本文从体验视角出发,分析虚拟数字人风格对消费者购买意愿的影响机制。研究发现:虚拟数字人所具有的责任感和个性化能够提升消费者在线购买意愿,其中虚拟数字人中个性化... 详细信息

随着科学技术的不断发展,虚拟数字人在多个领域发挥其独特的价值。本文从体验视角出发,分析虚拟数字人风格对消费者购买意愿的影响机制。研究发现:虚拟数字人所具有的责任感和个性化能够提升消费者在线购买意愿,其中虚拟数字人中个性化特征的影响效果较强;具有个性化特征的虚拟数字人能够增强心流体验,进而对消费者在线购买意愿产生积极影响;心流体验在虚拟数字人个性化特征和消费者购买意愿之间起中介作用。With the continuous development of science and technology, virtual digital humans have unique value in many fields. This paper analyzes the influence mechanism of virtual digital human style on consumers’ purchase intent from the perspective of experience. The research findings are as follows: the sense of responsibility and personalization possessed by virtual digital humans can enhance consumers’ online purchase intent, with the personalization feature having a stronger impact;personalized virtual digital humans can enhance the flow experience, thereby positively influencing consumers’ online purchase intent;the flow experience mediates the relationship between the personalization feature of virtual digital humans and consumers’ purchase intent.

关键词：体验理论虚拟数字人心流体验消费者购买意愿

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数字经济背景下河南省农村电商发展困境与策略研究

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电子商务评论 2025年第1期14卷 882-888页

作者：孟昕荆雅莉上海工程技术大学管理学院上海

随着数字经济的蓬勃发展,电子商务已成为推动农村经济转型升级的重要引擎。本文以河南省农村电商为研究对象,深入剖析了数字经济背景下河南省农村电商的发展现状、面临的挑战及机遇,并提出了针对性的发展策略。通过加强基础设施建设、... 详细信息

随着数字经济的蓬勃发展,电子商务已成为推动农村经济转型升级的重要引擎。本文以河南省农村电商为研究对象,深入剖析了数字经济背景下河南省农村电商的发展现状、面临的挑战及机遇,并提出了针对性的发展策略。通过加强基础设施建设、优化物流体系、培养专业人才、推动农产品品牌化与标准化等措施,以期实现河南省农村电商的高质量发展,助力乡村振兴。With the vigorous development of the digital economy, e-commerce has become an important engine for promoting the transformation and upgrading of rural economy. This article takes rural e-commerce in Henan Province as the research object, deeply analyzes the development status, challenges, and opportunities of rural e-commerce in Henan Province under the background of digital economy, and proposes targeted development strategies. By strengthening infrastructure construction, optimizing logistics systems, cultivating professional talents, and promoting the branding and standardization of agricultural products, we aim to achieve high-quality development of rural e-commerce in Henan Province and contribute to rural revitalization.

关键词：数字经济农村电商发展策略河南省乡村振兴

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重庆精酿啤酒市场营销策略优化研究

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电子商务评论 2025年第2期14卷 887-894页

作者：时媚上海工程技术大学管理学院上海

我国啤酒产量缓慢下降,价格却一路走高,工业啤酒不再满足需求,高端啤酒和精酿市场开始打开“小而美”的个性化啤酒。目前国内精酿啤酒行业刚刚兴起,未来发展潜力巨大。本文以重庆精酿啤酒市场为例,从产品、价格、渠道和促销四个方面提... 详细信息

我国啤酒产量缓慢下降,价格却一路走高,工业啤酒不再满足需求,高端啤酒和精酿市场开始打开“小而美”的个性化啤酒。目前国内精酿啤酒行业刚刚兴起,未来发展潜力巨大。本文以重庆精酿啤酒市场为例,从产品、价格、渠道和促销四个方面提出改进策略。重庆精酿啤酒市场应培养产品的本土化特色,将包装和产品特点结合,提升品牌价值,提供舒适的饮酒环境和畅通的意见反馈渠道;入驻外卖平台,开辟线上和线下结合的销售渠道;培养销售人才,注重数字传播。China’s beer production is slowly declining, but the price is going all the way up, industrial beer no longer meets the demand, and the high-end beer and craft beer market has begun to open up “small but beautiful” personalized beer. At present, the domestic craft beer industry is just emerging, and the future development potential is huge. Taking the craft beer market in Chongqing as an example, this paper proposes improvement strategies from four aspects: product, price, channel and promotion. Chongqing’s craft beer market should cultivate the localization characteristics of products, combine packaging and product features, enhance brand value, and provide a comfortable drinking environment and smooth feedback channels;settle in the takeaway platform and open up a combination of online and offline sales channels;cultivate sales talent and focus on digital communication.

关键词：精酿啤酒市场营销 4Ps组合

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小米公司商业模式转型研究

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电子商务评论 2025年第1期14卷 1337-1343页

作者：徐览上海工程技术大学管理学院上海

随着时代的发展,传统商业模式已显得力不从心,无法满足科技型企业在市场中的需求。为了在激烈的市场竞争中保持竞争优势,企业需要不断进行商业模式的创新。本文以小米公司为例,从商业模式转型的角度出发,探讨小米公司在“硬件 + 新零售... 详细信息

随着时代的发展,传统商业模式已显得力不从心,无法满足科技型企业在市场中的需求。为了在激烈的市场竞争中保持竞争优势,企业需要不断进行商业模式的创新。本文以小米公司为例,从商业模式转型的角度出发,探讨小米公司在“硬件 + 新零售 + 互联网”新商业模式下的发展历程。其采用的“硬件 + 新零售 + 互联网”新商业模式,将传统的销售方式重新定义,通过整合硬件产品、新零售渠道和互联网服务,实现了全新的商业价值链。在商业模式转型的背后,财务绩效是企业成功与否的重要指标之一,通过对小米公司转型后的财务数据进行详细分析,可以更好地了解其商业模式的实际效果。With the development of the times, traditional business models have become increasingly inade-quate to meet the needs of technology-driven enterprises in the market. To maintain a competitive advantage in a fiercely competitive market, companies must continually innovate their business models. Using Xiaomi as an example, this article examines the company’s developmental journey from the perspective of business model transformation under its new “Hardware + New Retail + Internet” business model. This model redefines traditional sales methods by integrating hardware products, new retail channels, and internet services to create a new business value chain. Financial performance serves as one of the key indicators of a company’s success behind such a business model transformation. Through a detailed analysis of Xiaomi’s financial data following its transformation, a clearer understanding of the actual effectiveness of its business model can be achieved.

关键词：小米商业模式转型财务绩效

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数字化背景下汽车企业智能化转型策略研究——以比亚迪企业为例

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电子商务评论 2025年第1期14卷 2613-2621页

作者：黄颖秀上海工程技术大学管理学院上海

在数字化浪潮的推动下,汽车行业迎来巨大的变革与发展契机,同时也面临着诸多挑战。本文以比亚迪企业为研究对象,系统探讨了汽车企业在智能化转型中的策略路径,重点分析了智能制造生态链建设、数据治理与安全、供应链协同优化以及可持续... 详细信息

在数字化浪潮的推动下,汽车行业迎来巨大的变革与发展契机,同时也面临着诸多挑战。本文以比亚迪企业为研究对象,系统探讨了汽车企业在智能化转型中的策略路径,重点分析了智能制造生态链建设、数据治理与安全、供应链协同优化以及可持续发展与绿色制造等关键领域。结合比亚迪智能化转型的实际经验,提出了包括完善数据管理、推进绿色制造、加强技术创新以及构建绿色供应链管理体系在内的具体实施措施,旨在为汽车企业的智能化转型提供实践参考和可行的解决方案。最后总结出智能化转型不仅显著提升了企业的运营效率和市场竞争力,还为实现环境保护和可持续发展目标提供了有力支持。Driven by the wave of digitalization, the automotive industry is experiencing significant transformation and development opportunities while also facing numerous challenges. This paper takes BYD as a case study to systematically explore strategic pathways for intelligent transformation in the automotive sector, with a focus on key areas such as building smart manufacturing ecosystems, data governance and security, supply chain collaboration and optimization, and sustainable development through green manufacturing. Drawing on BYD’s practical experience in intelligent transformation, the study proposes specific measures, including enhancing data management, advancing green manufacturing, strengthening technological innovation, and establishing green supply chain management systems, to provide practical references and feasible solutions for the intelligent transformation of automotive enterprises. The findings conclude that intelligent transformation not only significantly enhances operational efficiency and market competitiveness but also provides strong support for achieving environmental protection and sustainable development goals.

关键词：数字化背景智能化转型汽车企业

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数字经济背景下新业态灵活就业人员的权益保障研究

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电子商务评论 2025年第2期14卷 216-223页

作者：刘春悦上海工程技术大学管理学院上海

随着数字经济的迅速崛起,我国劳动力市场的就业形态也发生了巨大的转变,电商行业作为数字经济的关键领域,其新业态灵活就业人员数量不但攀升,其中包括:电商平台主播、网店客服、外卖员、快递员等。他们在推动电商经济发展方面发挥着重... 详细信息

随着数字经济的迅速崛起,我国劳动力市场的就业形态也发生了巨大的转变,电商行业作为数字经济的关键领域,其新业态灵活就业人员数量不但攀升,其中包括:电商平台主播、网店客服、外卖员、快递员等。他们在推动电商经济发展方面发挥着重要作用,为经济发展注入了新的活力。然而,由于现行劳动法关系界定不清晰,其社会保障权益面临诸多挑战,劳动权益无法得到充分保障。本论文旨在深入研究数字经济背景下新业态灵活就业人员的权益保障问题,通过对相关法律法规、政策以及新业态灵活就业人员权益保障现状的分析,揭示新业态灵活就业人员所面临的问题,并提出相应的改进建议和保障措施。With the rapid rise of the digital economy, the employment pattern of China’s labor market has also undergone a huge transformation, and the e-commerce industry, as a key area of the digital economy, has seen the number of its new-format flexible employment personnel not only climb, including: e-commerce platform anchors, online store customer service, takeaway workers, couriers and so on. They play an important role in promoting the development of the e-commerce economy and inject new vitality into economic development. However, due to the unclear definition of the relationship in the current labor law, their social security rights and interests face many challenges, and their labor rights and interests cannot be fully protected. This dissertation aims to thoroughly study the rights and interests protection of flexible workers in new industries in the context of digital economy, and through analyzing relevant laws and regulations, policies and the current situation of rights and interests protection of flexible workers in new industries, it reveals the problems faced by flexible workers in new industries and puts forward corresponding improvement suggestions and protection measures.

关键词：数字经济新业态灵活就业人员权益保障

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基于AARRR模型的Chat-GPT用户增长与企业信息化策略分析

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电子商务评论 2025年第2期14卷 1-8页

作者：刘帅戈富荣上海工程技术大学管理学院上海

用户是企业发展的核心资源,尤其在当前互联网与企业信息化快速发展的背景下,用户可以通过大量信息深入了解企业的具体产品和服务,进而做出最佳选择。随着信息技术的进步,用户拥有更多选择,离开平台的成本也变得极低。相比于过去以交易... 详细信息

用户是企业发展的核心资源,尤其在当前互联网与企业信息化快速发展的背景下,用户可以通过大量信息深入了解企业的具体产品和服务,进而做出最佳选择。随着信息技术的进步,用户拥有更多选择,离开平台的成本也变得极低。相比于过去以交易量为核心的营销模式,现今企业更加关注用户体验及其多样化需求,通过企业信息化手段不断优化产品和服务以提升用户粘性。因此,用户留存已成为互联网科技企业发展的关键。在此背景下,企业应深度思考如何通过企业信息化与智能化手段增强用户体验,提升用户留存,并通过老用户带动新增用户的增长。基于增长黑客理论,本文采用AARRR模型,深入探讨了Chat-GPT的用户增长策略,结合企业信息化的优势,为企业实现可持续增长提供新的思路与解决方案。Users are the core resource for enterprise development, especially in the context of rapid internet growth and enterprise informatization. Users can now gain a deep understanding of a company’s specific products and services through abundant information, enabling them to make optimal choices. With advancements in information technology, users have more options, and the cost of leaving a platform has become extremely low. Compared to past marketing models focused on transaction volume, today’s enterprises place greater emphasis on user experience and diverse needs, continuously optimizing products and services through informatization to enhance user engagement. Consequently, user retention has become a critical factor in the development of internet technology companies. In this context, enterprises should deeply consider how to leverage informatization and intelligent tools to enhance user experience, improve user retention, and drive new user growth through existing users. Based on growth hacking theory, this study adopts the AARRR model to explore Chat-GPT’s user growth strategy, integrating the advantages of enterprise informatization to provide new insights and solutions for sustainable growth.

关键词：用户增长 Chat-GPT AARRR模型企业信息化

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老龄化背景下虚拟技术的应用与创新路径

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电子商务评论 2025年第1期14卷 3298-3303页

作者：张苗苗上海工程技术大学管理学院上海

国家统计局数据显示,2022年中国60岁及以上老年人口总数预计达到2.79亿人,预计到2035年中国60岁及以上老年人口数将达到4.37亿人、2050年达到5.21亿人。随着人口老龄化的不断加剧,老龄化社会面临养老、医疗、生活质量和精神需求等多方... 详细信息

国家统计局数据显示,2022年中国60岁及以上老年人口总数预计达到2.79亿人,预计到2035年中国60岁及以上老年人口数将达到4.37亿人、2050年达到5.21亿人。随着人口老龄化的不断加剧,老龄化社会面临养老、医疗、生活质量和精神需求等多方面的挑战。虚拟技术作为一种新兴技术手段,以其独特的优势在老龄化社会中展现出广阔的应用前景。基于此,本文探讨了虚拟技术在老年人健康照护、认知与情感支持、居家安全等方面的应用,并提出了创新路径,包括技术革新、服务模式转型以及政策与社会支持,以期促进深入理解虚拟技术在老龄化社会中的潜力和价值,推动老龄化社会的可持续发展和提升老年人的生活质量。According to the data of the National Bureau of Statistics, the total number of elderly people aged 60 and above in China is expected to reach 279 million in 2022, and the number of elderly people aged 60 and above in China is expected to reach 437 million by 2035 and 521 million in 2050. With the increasing aging of the population, the aging society faces many challenges, such as old-age care, medical care, quality of life and spiritual needs. As an emerging technological means, virtual technology shows a broad application prospect in an aging society with its unique advantages. Based on this, this article explores the application of virtual technology in health care for the elderly, cognitive and emotional support, home safety, etc., and puts forward innovative paths, including technological innovation, service model transformation, and policy and social support, in order to promote an in-depth understanding of the potential and value of virtual technology in an aging society, and promote the sustainable development of an aging society and improve the quality of life of the elderly.

关键词：老龄化虚拟技术老龄化社会老年人需求养老创新

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