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关键词： 大数据   电子商务平台   消费者行为研究   网络环境  

摘要： 随着大数据技术的快速发展,电子商务平台成为消费者重要的生活工具,而电子商务平台也影响着消费者的行为、偏好、购买倾向等方面。本研究旨在探究大数据背景下电子商务对消费者行为的影响,从大数据背景下电子商务的特征、消费者行为理论与决策的概念入手,通过相关文献的探索,探究电子商务平台对消费者的购买决策、消费习惯和忠诚度的影响。进一步分析抑制消费者行为的主要因素,探讨电商助力消费存在的问题,进而为电商平台提出提升消费者行为的合理对策和建议,使消费者获得更好的满意度,以期促进电子商务平台的可持续发展。With the rapid development of big data technology, e-commerce platforms have become important life tools for consumers, and e-commerce platforms also affect consumer behavior, preferences, purchasing tendencies, and other aspects. This study aims to explore the impact of e-commerce on consumer behavior under the background of big data. Starting from the characteristics of e-commerce under the background of big data, consumer behavior theory, and decision-making concepts, through the exploration of relevant literature, this study explores the influence of e-commerce platforms on consumers’ purchasing decisions, consumption habits, and loyalty;further analyzes the main factors that inhibit consumer behavior, explore the problems of e-commerce in promoting consumption, and propose reasonable countermeasures and suggestions for e-commerce platforms to improve consumer behavior, so as to achieve better consumer satisfaction and promote the sustainable development of e-commerce platforms.

关键词： 电子商务   农村劳动力   就业   创业  

摘要： 农村劳动力是社会经济发展的重要支撑,更是解决三农问题、实现我国农业现代化的坚实力量。近年来电子商务成为农村劳动力脱贫增收的重要引擎,如何更好地发挥电子商务在农村劳动力就业创业中的作用成为重要课题。通过研究电子商务赋能农村劳动力就业创业的现实困境,提出了一系列优化路径,包括完善外部支撑体系、健全法律法规体系、提高劳动力供给质量、提升农村劳动力的职业素养等优化路径。The rural labor force is the important support of social and economic development, and it is the solid strength to solve three rural issues and realize the modernization of agriculture in China. In recent years, e-commerce has become an important engine for rural labor to get rid of poverty and increase income. How to better play the role of e-commerce in rural labor employment and entrepreneurship has become an important topic. Through the study of the practical dilemma of e-commerce enabling rural labor to find employment and start businesses, a series of optimization paths are proposed, including improving the external support system, improving the legal and regulatory system, improving the quality of labor supply, and improving the professional quality of rural labor.

关键词： 电子商务   AIGC   人工智能   法律风险  

摘要： 随着人工智能技术的快速发展,AIGC (生成式人工智能)在电商行业中得到了广泛应用,显著提升了内容生成效率、优化了用户体验,并推动了营销策略的创新。AIGC能够自动生成产品描述、广告文案、客服回复等内容,显著降低运营成本,增强创意与创新能力。然而,AIGC的广泛应用也带来了诸多法律风险,例如著作权侵权、虚假广告、个人信息侵权等法律问题。本文对AIGC在电商行业中的应用场景及相关法律风险进行了深入分析,并提出了应对这些风险的具体对策,包括加强知识产权保护、规范虚假广告、强化数据隐私保护措施等,以及进一步完善相关的法律法规,以更好地应对AIGC技术带来的挑战,为电商企业提供法律合规的实践指导,并为立法者如何适应技术发展提供参考。With the rapid development of artificial intelligence technology, AIGC (Generative Artificial Intelligence) has been widely used in the e-commerce industry, significantly improving the efficiency of content generation, optimizing the user experience, and driving innovation in marketing strategies. AIGC can automatically generate product descriptions, advertising copy, customer service responses and other content, significantly reducing operating costs and enhancing creativity and innovation. However, the wide application of AIGC also brings many legal risks, such as copyright infringement, false advertising, personal information infringement and other legal problems. This paper makes an in-depth analysis of the application scenarios and related legal risks of AIGC in the e-commerce industry, and puts forward specific countermeasures to deal with these risks, including improving intellectual property protection, regulating false advertising, strengthening data privacy protection measures, etc., and further improving relevant laws and regulations to better cope with the challenges brought by AIGC technology. It provides practical guidance on legal compliance for e-commerce enterprises and provides references for legislators on how to adapt to technological developments.

关键词： 电子商务   课程思政   教学改革  

摘要： 随着国内高校教育改革的不断深入,把思政教育融入专业教育课堂已成为高校教学改革的必由之路,是各高校坚持教育改革的一个方向目标。本文针对电子商务视觉营销课程如何开展思政教育,提出了知识教育与思政育人融合的“三维”课程目标,构建了“四位一体”课程思政实施框架,打造沉浸式课程体验,实现了润物无声的思政育人效果。

关键词： 电子商务经营者   侵权责任  

摘要： 我国的《消费者权益保护法》《电子商务法》对电商平台经营者的侵权责任进行了规定,但是在法律适用方面仍然存在着一些问题。本文将从最大限度地保护消费者利益的角度出发,厘清电子商务平台经营者的法律地位,明确其在共同侵权中所承担的责任类型,立足于国内立法及司法现状,讨论我国目前电子商务平台经营者侵权责任在法律适用中存在的问题并提出相应的完善对策。China’s “Consumer Rights Protection Law” and “E-Commerce Law” stipulate the tort liability of e-commerce platform operators, but there are still some problems in the application of law. From the perspective of protecting the interests of consumers to the maximum extent, this paper will clarify the legal status of e-commerce platform operators and clarify the types of liability they bear in joint infringement. Based on the domestic legislation and judicial status, this paper will discuss the existing problems in the application of the tort liability of e-commerce platform operators in China and propose corresponding countermeasures.

关键词： 电子商务   消费者   权益   法律保护  

摘要： 随着网络信息技术的飞速进步,电子商务领域迎来了蓬勃发展的黄金时期,各类新型电子商务平台不断涌现,标志着这一行业已逐渐走向成熟与多元化。然而,电子商务在极大地提升了消费者购物便捷性的同时,也伴随着一系列复杂的法律挑战,导致消费者权益频繁遭受侵害。有鉴于此,本文首先对电商的基本理念进行了定义,深入剖析了其所特有的特性,进而强调了电商环境下加强消费者权益保护的迫切性和重要性,并在此基础上对电商的基本理念进行了深入剖析。文章对当前电子商务领域消费者权益保护所面临的主要法律困境进行了详细剖析,揭示了法律体系在适应快速变化的电子商务环境时存在的不足。为了应对这些挑战,本文最后提出了包括积极推动相关法规的修订和完善,以确保法律框架能够与时代保持同步的解决策略,完善消费救济方式的监督管理机制。这些对策旨在为电子商务市场的可持续、健康发展提供有益的参考与指导,促进构建一个更加公平、透明、和谐的电商环境。With the rapid advancement of network information technology, the field of e-commerce has ushered in a golden age of vigorous development, and various new e-commerce platforms continue to emerge, indicating that this industry has gradually matured and diversified. However, while e-commerce has greatly improved the convenience of consumer shopping, it has also been accompanied by a series of complex legal challenges, resulting in frequent infringement of consumer rights. In view of this, this article first defines the basic concept of e-commerce and deeply analyzes its unique characteristics, emphasizing the urgency and importance of strengthening consumer rights protection in the e-commerce environment. The article provides a detailed analysis of the main legal challenges facing consumer rights protection in the current e-commerce field, revealing the shortcomings of the legal system in adapting to the rapidly changing e-commerce environment. To address these challenges, this article finally proposes a series of solutions, including actively promoting the revision and improvement of relevant laws and regulations to ensure that the legal framework can keep up with the pace of the times, improve supervision and management mechanisms, expand consumer relief channels. These measures aim to provide useful references and guidance for the sustainable and healthy development of the e-commerce market, and promote the construction of a more fair, transparent, and harmonious e-commerce ecosystem.

关键词： 电子商务   绿色物流   创新策略  

摘要： 随着电子商务的快速发展,物流环节作为其重要支撑,为响应可持续发展理念,社会对电子商务企业的绿色物流提出了更高的要求。本文通过分析电子商务环境下绿色物流的创新意义,对目前所存在的问题进行深入探讨,并提出相应的创新策略,促进电子商务企业与绿色物流的深度融合,推动形成低碳、环保、高效的电商物流绿色化模式,为实现可持续发展贡献力量。With the rapid development of e-commerce, logistics has become an important support. In response to the concept of sustainable development, society has put forward higher requirements for green logistics of e-commerce enterprises. This article analyzes the innovative significance of green logistics in the e-commerce environment, explores the existing problems in depth, and proposes corresponding innovative strategies to promote the deep integration of e-commerce enterprises and green logistics, promote the formation of low-carbon, environmentally friendly, and efficient e-commerce logistics green models, and contribute to the realization of sustainable development.

关键词： 直播电商   品牌营销   互联网   电子商务  

摘要： 直播电商模式是在互联网信息技术高速发展的背景下,传统电商行业与直播平台共同融合而产生的一种新型电商模式。在这种模式下,主播通过将商品内容进行详细的讲解,以直观、形象的方式让消费者对商品有更加深刻的认识。在此背景下,品牌商家通过与主播合作,使直播电商模式和传统电商模式有机融合,以此来实现品牌营销效果最大化。在直播电商模式下进行品牌营销时,需要充分发挥出主播的引导作用和品牌商家的参与作用。本文介绍了直播电商模式的概念和特征;分析了直播电商模式下品牌营销存在的问题;针对存在的问题提出了相应的对策建议,以期能够促进直播电商模式下品牌营销质量和水平的提升。

关键词： 茶叶电子商务   市场现状   发展路径  

摘要： 近年来,茶叶电子商务市场迅速发展,已成为茶叶销售的重要渠道。随着互联网的普及和消费者购物习惯的转变,越来越多的茶企和零售商通过电商平台进行销售,实现了地域和时间上的突破,为茶叶市场注入了新的活力。本文旨在通过全面分析茶叶电子商务的市场现状,揭示出当前市场的趋势与面临的挑战。在此基础上,探讨发展路径,提出针对性建议,以期帮助茶叶电子商务品牌提升竞争力,从而在激烈的市场竞争中脱颖而出。这些建议包括开展电商茶叶试点工作、提高销售途径的个性化程度、建立科学完善的电商茶叶贸易机制以及加强茶叶电子商务人员的培养力度,力图从多方面提升茶叶电商的整体运营水平,使其能够在不断变化的市场环境中持续发展壮大。In recent years, the tea e-commerce market has developed rapidly and has become an important channel for tea sales. With the popularization of the Internet and the change of consumers’ shopping habits, more and more tea enterprises and retailers are selling through e-commerce platforms, achieving breakthroughs in terms of region and time, and injecting new vitality into the tea market. This article aims to comprehensively analyze the current market situation of tea e-commerce and reveal the trends and challenges facing the current market. On this basis, it explores development paths and proposes targeted suggestions to help tea e-commerce brands enhance their competitiveness and stand out in fierce market competition. These suggestions include carrying out pilot work on e-commerce tea, improving the personalization of sales channels, establishing a scientific and perfect e-commerce tea trade mechanism, and strengthening the training of tea e-commerce personnel, aiming to improve the overall operational level of tea e-commerce from multiple aspects, so that it can continue to develop and grow in the constantly changing market environment.

关键词： 电子商务   共同富裕   电商赋能   农村电商  

摘要： 共同富裕是中国式现代化的重要特征,而电商的聚集和发展则为实现共同富裕注入了新活力。本文以“电商聚集”影响、“农民共同富裕”理论、多元主体赋能电商发展为前提,阐明了农村电商与多元主体助力共同富裕的内在机理,分析了农村电商发展存在的困境和挑战。因此需要政府、村社集体、小农户等多方主体从政策、基础设施建设、人才培养等领域为电商发展整合式赋能,提升小农户的电商发展能力,多维度共同作用为实现共同富裕提供可借鉴的经验与启示。Common prosperity is an important feature of Chinese modernization, and the aggregation and development of e-commerce has injected new vitality into the realization of common prosperity. On the premise of the influence of “e-commerce aggregation”, the theory of “farmers’ common prosperity” and the development of e-commerce, this paper clarifies the internal mechanism of rural e-commerce and multiple subjects helping common prosperity, and analyzes the difficulties and challenges existing in the development of rural e-commerce. Therefore, it is necessary for the government, village community collective, small farmers and other subjects to integrate the development of e-commerce from the fields of policy, infrastructure construction and talent training, enhance the ability of small farmers to develop e-commerce, and provide referential experience and enlightenment for realizing common prosperity from different dimensions.