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关键词： 生成式人工智能   ChatGPT   高职电子商务专业   人才培养   范式转型   前沿专业知识  

摘要： 以ChatGPT为代表的生成式人工智能技术在赋能电子商务专业人才培养的过程中具备丰富专业课教学方法、提高学生自主学习力、以前沿专业知识充实教学内容等重要价值。在充分评估和规避生成式人工智能的数据隐私泄漏风险、冲击教师教育主体地位、技术路径依赖等问题的基础上,可从树立数字时代高职电子商务专业人才培养新理念、以人工智能技术赋能电子商务专业人才培养新体系构建、建设适应新质生产力发展的电子商务专业教学模式等方面,探索推动电子商务专业人才培养范式转型的路径。

关键词： 乡村振兴   农村电子商务   知识图谱  

摘要： 发展农村电子商务是实现乡村振兴的重要途径。为系统梳理乡村振兴背景下国内农村电子商务研究的热点方向和前沿动态,本文运用CiteSpace软件的合作分析、共现分析等功能,对中国知网数据库(CNKI) 2017~2023年间收录的以农村电子商务为主题的北大核心和CSSCI文献进行可视化分析。研究发现,乡村振兴背景下国内电子商务研究的发文水平从最初维持高位水平转向维持稳定,“乡村振兴”、“农村经济”、“县域经济”等主题成为学界新兴的研究热点,但作者间、机构间的紧密合作网络尚有待形成。未来应完善构建研究主体间合作网络,提高对前沿主题研究深度,以完善对农村电子商务领域的研究。Developing rural e-commerce is an important way to realize rural revitalization. To systematically sort out the hot trends and frontier trends of domestic rural e-commerce research under the background of rural revitalization, this paper uses the functions of cooperation analysis and co-occurrence analysis of CiteSpace software to visually analyze the core literature of Peking University and CSSCI on the theme of rural e-commerce collected in CNKI database from 2017 to 2023. It is found that the level of publication of domestic e-commerce research under the background of rural revitalization has changed from a high level at the beginning to a stable level, and topics such as “rural revitalization”, “rural economy” and “county economy” have become emerging research hot spots in academia, but the close cooperation network between authors and institutions has yet to be formed. In the future, it is necessary to improve the construction of cooperation network between research subjects and increase the depth of research on frontier topics to improve the research in the field of rural e-commerce.

关键词： 电子商务   营销策略   战略联盟   SWOT分析法  

摘要： 随着互联网技术的发展和经济全球化进程的展开,世界范围内各个行业的竞争不断加剧,市场营销的宏观背景和微观环境也在不断变化,单打独斗已经不能够让企业在竞争中安然自处,有越来越多的企业选择通过建立战略联盟来增加竞争力。合适的战略联盟关系可以实现资源交换、取长补短、多元化经营等目标,这对于企业竞争力的培育、挖掘新的业绩增长点有至关重要的作用。本文通过梳理京东与腾讯建立战略联盟的案例,对腾讯和京东的营销策略创新进行分析,并得出了启示,可以为更多想要通过建立战略联盟创新营销策略、提升核心竞争力的企业提供借鉴。With the development of Internet technology and the process of economic globalization, the competition in various industries around the world is increasingly intensified, and the macro background and micro environment of marketing are also constantly changing. Going it alone can no longer make enterprises secure in the competition, so more and more enterprises choose to increase their competitiveness by establishing strategic alliances. The appropriate strategic alliance relationship can realize the goals of resource exchange, learning from each other’s strengths and diversified operation, which plays a vital role in the cultivation of enterprise competitiveness and the mining of new performance growth points. By sorting out the cases of the establishment of strategic alliance between Jingdong and Tencent, this paper analyzes the marketing strategy innovation of Tencent and Jingdong, and obtains the enlightenment, which can provide reference for more enterprises that want to innovate marketing strategy and enhance core competitiveness through the establishment of strategic alliance.

关键词： 互联网+   农业经济   电子商务  

摘要： 本文以宁夏中卫市海原县西安镇为例,分析了农村电子商务对农业经济发展的意义,指出当前农村电商发展面临的瓶颈问题,基于“互联网+”背景提出农村电子商务助推农业经济发展的对策。农村电子商务促进农产品市场的拓展,推动农业生产方式的现代化,助力农村产业结构升级。地方政府应与企业、农户通力合作,完善电商基础设施建设与配套服务,提升农产品标准化程度,并有效增强农村电商品牌运营能力。

关键词： 电子商务   虚拟化技术   用户体验   个性化服务   隐私保护  

摘要： 随着电子商务平台的迅猛发展,虚拟化技术在平台运营中的应用日益普及。文章探讨了电子商务平台虚拟化对用户体验的多方面影响。通过分析虚拟化技术的应用场景,如服务器虚拟化、网络虚拟化和个性化推荐系统,揭示了虚拟化技术在提升用户参与感、优化平台响应速度以及增强个性化服务等方面的积极作用。然而,虚拟化技术也带来了新的挑战,包括技术依赖性增加、隐私和安全问题以及用户适应性困难。文章通过案例分析探讨了这些影响的差异性,尤其是不同用户群体在面对虚拟化技术时的不同体验。最后展望了虚拟化技术在电子商务中的未来发展趋势,并提出平台应在技术创新与用户体验之间找到平衡的建议。With the rapid development of e-commerce platforms, the application of virtualization technology in platform operations has become increasingly prevalent. This article explores the multifaceted impact of e-commerce platform virtualization on user experience. By analyzing the application scenarios of virtualization technology, such as server virtualization, network virtualization, and personalized recommendation systems, the article reveals the positive effects of virtualization in enhancing user engagement, optimizing platform response speed, and strengthening personalized services. However, virtualization technology also introduces new challenges, including increased technological dependency, privacy and security concerns, and difficulties in user adaptation. Through case studies, the article examines these impacts across different user groups, highlighting the varying experiences of users when interacting with virtualization technology. Finally, the article forecasts the future development trends of virtualization technology in e-commerce and suggests that platforms should strike a balance between technological innovation and user experience.

关键词： 马克思主义发展观   农村电子商务   农产品  

摘要： 随着互联网技术的普及,我国农村电子商务平台的数量及规模逐渐扩大,同时国家也发布了相关政策支持农村电子商务的发展。但现阶段,随着我国人口、资源、环境的压力变大,农村电商仍面临能源消耗、环境污染、农产品质量安全监管等多重困境。为了农村电商的健康稳定发展,应基于马克思主义发展观和电子商务实际情况,进行技术创新、绿色物流配送,并提升农产品质量。这些措施将有助于推动农村电子商务的可持续发展,为农村经济带来新的增长点,促进农村经济的全面繁荣。With the popularization of Internet technology, the number and scale of rural e-commerce platforms in China are gradually expanding, and relevant national policies support the development of rural e-commerce. However, at this stage, with the increasing pressure of China’s population, resources and environment, rural e-commerce is still facing multiple dilemmas such as energy consumption, environmental pollution, and agricultural product quality and safety supervision. For the healthy and stable development of rural e-commerce, technological innovation, green logistics and distribution should be carried out based on the Marxist development concept and the actual situation of e-commerce, and the quality of agricultural products should be improved. These measures will help promote the sustainable development of rural e-commerce, bring new growth points for the rural economy, and promote the overall prosperity of the rural economy.

关键词： 数字金融   跨境电子商务   创新发展模式  

摘要： 文章研究了数字金融背景下跨境电子商务的创新发展模式。首先,分析了跨境电子商务创新发展模式的理论基础。其次,分析了数字金融的发展概况及其对跨境电子商务的影响,包括支付结算、融资支持、风险管理、市场拓展等方面的积极作用。最后,构建了数字金融驱动的跨境电子商务创新模式,探讨了金融服务创新、供应链金融与物流协同、大数据分析等关键要素在推动跨境电子商务创新发展中的作用。文章的研究有助于深化对数字金融与跨境电子商务融合发展的理解,为相关企业的决策提供参考。

关键词： 电子商务   海报设计   AIGC  

摘要： 在流量化的时代,电商蓬勃发展,网购在年轻人生活中越来越重要。近年来,电商对于良好海报设计的需求一直十分强烈。但人工的出图效率始终是一个有待进一步提高的问题,随着AIGC技术的出现和发展,AIGC技术应用于电商海报制作,有着降低人工成本、提高完稿效率、制图技术多元融合的优势,能够弥补传统人工出图效率低下的问题,同时仍不能忽视AIGC本身存在的技术发展、社会伦理等问题。本文通过对AIGC技术进行海报设计现状的正反两方面探讨,分析AIGC技术应用于电商海报设计的可实施性及未来发展的可能性。In the era of traffic, e-commerce is flourishing, and online shopping is becoming increasingly important in the lives of young people. In recent years, there has been a strong demand for good poster design in e-commerce. However, the efficiency of manual drawing has always been a problem that needs further improvement. With the emergence and development of AIGC technology, its application in e-commerce poster production has the advantages of reducing labor costs, improving completion efficiency, and integrating diverse drawing techniques. It can make up for the low efficiency of traditional manual drawing, but at the same time, the technical development and social ethics issues inherent in AIGC cannot be ignored. This article explores the current situation of poster design using AIGC technology from both positive and negative perspectives, and analyzes the feasibility and potential for future development of AIGC technology in e-commerce poster design.

关键词： 电子商务   知识产权保护   侵权行为   法律法规  

摘要： 随着全球电子商务的迅猛发展,企业面临着越来越多的知识产权保护挑战。电子商务平台的开放性和全球性使得侵权行为频发,维权成本高昂,这无疑影响了电商行业的发展。加强电商企业知识产权保护可以促进企业创新和市场公平竞争,保障消费者权益,推动整个行业的健康发展。分析了电子商务领域企业知识产权保护价值,提出知识产权保护存在着侵权行为的频发、维权成本的高昂、法律法规执行力度不足和平台监管机制不完善等问题,从法律、诉讼、平台和技术层面提出了应对方法,希望对电商行业健康和稳定发展提供帮助。With the rapid development of global e-commerce, enterprises are facing more and more intellectual property protection challenges. The openness and global nature of e-commerce platforms make infringement frequent and the cost of rights protection high, which undoubtedly affects the development of e-commerce industry. Strengthening the protection of intellectual property rights of e-commerce enterprises can promote enterprise innovation and fair market competition, protect the rights and interests of consumers, and promote the healthy development of the entire industry. This paper analyzes the value of intellectual property protection for enterprises in the field of e-commerce, and points out that there are problems in intellectual property protection such as frequent infringement, high cost of safeguarding rights, insufficient enforcement of laws and regulations, and imperfect platform supervision mechanism, and puts forward countermeasures from the aspects of law, litigation, platform and technology, hoping to help the healthy and stable development of e-commerce industry.

关键词： 电子商务平台   用户隐私保护   数据安全管理   法律法规  

摘要： 在当今数字化时代,电子商务平台的迅猛发展为用户带来了极大的便利,同时也引发了用户隐私保护与数据安全管理方面的严峻挑战。本文旨在探讨电子商务平台在用户隐私保护与数据安全管理方面的关键问题、面临的挑战及应对策略。首先,本文分析了技术快速发展、法律法规滞后、用户意识不足、安全威胁日益复杂以及缺乏全面风险管理等问题和挑战。随后,本文提出了一系列改进建议和未来研究方向,包括强化用户隐私保护意识、完善法律法规、创新技术应用、构建全面的风险管理体系以及加强跨界合作。此外,本文还强调了电子商务平台在保护用户隐私和数据安全方面的责任和义务,包括合理收集和使用用户信息、加强数据安全防护措施、明确隐私政策、应对数据安全事件以及加强用户教育等。通过这些措施,电子商务平台不仅能够有效应对当前的挑战,同时也能够为未来可持续发展奠定坚实的基础。In today’s digital era, the rapid development of e-commerce platforms has brought great convenience to consumers, and at the same time triggered serious challenges in user privacy protection and data security management. The purpose of this paper is to discuss the key issues, challenges and response strategies of e-commerce platforms in user privacy protection and data security management. First, this paper analyzes the problems and challenges of rapid technological development, lagging laws and regulations, insufficient user awareness, increasingly complex security threats, and lack of comprehensive risk management. Subsequently, this paper puts forward a series of improvement suggestions and future research directions, including strengthening users’ awareness of privacy protection, improving laws and regulations, innovating technology applications, building a comprehensive risk management system, and strengthening cross-border cooperation. In addition, this paper emphasizes the responsibilities and obligations of e-commerce platforms in protecting user privacy and data security, including reasonable collection and use of user information, strengthening data security protection measures, clarifying privacy policies, responding to data security incidents, and enhancing user education. Through these measures, e-commerce platforms will not only be able to effectively respond to current challenges, but also lay a solid foundation for sustainable development in the future.