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关键词： 电商直播带货   监督部门   博弈分析   纳什均衡  

摘要： 随着电商直播的迅猛发展,假冒伪劣产品的违规销售问题逐渐显露出来,成为业界和消费者关注的焦点之一,本文通过分析电商直播售卖产品的现状,对电商直播售卖假冒伪劣产品和政府监督机构之间的关系进行博弈分析,建立监督博弈模型,并以此分析政府和直播电商之间的博弈均衡,从而提出解决直播电商违规售卖假冒伪劣产品问题的政策建议。The problem of counterfeit and inferior products has become a focus of the industry and consumers, and this paper analyzes the relationship between fake and inferior products and government supervision agencies by analyzing the current situation of selling fake and inferior products, and establishes the supervision game model, and analyzes the game balance between the government and the live operators, and puts forward the policy suggestions for solving the problem of selling fake and inferior products.

关键词： SICAS模型   生鲜农产品   电子商务   短视频  

摘要： 在数字经济环境中,传统的销售者市场更加关注消费者的经验和需求,逐渐转变为购买者市场。生鲜农产品数字化运营催生新的电商经营模式。通过分析抖音平台生鲜农产品应用价值和运营现状,再从SICAS模型出发分析产生问题与其原因,并在分析的基础上,提出相应的解决措施与优化方案,从用户感知、激发兴趣、深度沟通环、购买、分享五个环节促进消费者购买,即提出了解个性需求精准传播、内容创作因地制宜、塑造品牌、拓宽传播渠道、完善配套服务、实现社群营销与口碑营销等策略。SICAS模式为新鲜农产品的营销和传播提供了价值。第一,通过关注用户价值,即用户的营销主体地位,促进精准传播。第二,重视平台价值,即运营社会化媒体平台,促进相互分享。当消费者与商家之间,开始建立起长期的关系时,基于用户关系的营销行为就产生了。在这种关系的纽带下,平等的沟通可以获取消费者的真实需求和动机,从而改善服务与产品质量,对消费者的购买行为产生正向的、积极的、可持续的影响。基于SICAS模型研究我国生鲜农产品电商的发展现状、问题、原因及对策,对于进一步开发生鲜电商行业的市场潜力、促进生鲜电商企业及相关企业的发展具有重要的现实和实践指导意义。In the digital economy environment, the traditional seller’s market pays more attention to consumer experience and needs, gradually transforming into a buyer’s market. The digital operation of fresh agricultural products has given rise to new e-commerce business models. By analyzing the application value and current operation of fresh agricultural products on the TikTok platform, and then starting from the SICAS model to analyze the problems and their causes, corresponding solutions and optimization plans are proposed on the basis of the analysis. These plans promote consumer purchases through five stages: user perception, arousing interest, in-depth communication, purchase, and sharing. Strategies such as understanding personalized needs for precise communication, content creation tailored to local conditions, brand building, expanding communication channels, improving supporting services, and achieving community marketing and word-of-mouth marketing are suggested. The SICAS model provides value for the marketing and communication of fresh agricultural products. Firstly, by focusing on user value, that is, the market’s central role of consumers, it promotes precise communication. Secondly, it values platform value, that is, operating social media platforms to facilitate mutual sharing. When consumers and businesses begin to establish long-term relationships, marketing behaviors based on user relationships emerge. Under the bond of this relationship, equal communication can cap

关键词： 电子商务项目   层次分析法(AHP)   风险管理   模糊综合评价法  

摘要： 随着电子商务的迅猛发展,基于层次分析法结合模糊综合评价方法,构建了一个电子商务项目风险评估框架。研究了市场风险、运营风险、技术风险、法律风险和安全风险五大类风险,并通过专家问卷调查识别和评估了16个具体风险因素的相对重要性。结果显示,系统兼容性问题、技术故障、供应链中断、市场需求变化、合规问题、系统宕机、网络攻击、库存管理不善、竞争加剧和技术更新滞后是电子商务项目的关键风险因素。本文提出了建立健全技术支持体系、优化供应链和物流管理、动态调整市场策略、加强法律合规管理和强化网络安全防护等建议,以帮助企业在电子商务项目实施过程中有效识别和控制风险,确保项目顺利推进。With the rapid development of e-commerce, a risk assessment framework for e-commerce projects is constructed based on the hierarchical analysis method combined with the fuzzy comprehensive evaluation method. Five major categories of risks, namely, market risk, operation risk, technology risk, legal risk and security risk, were studied, and the relative importance of 16 specific risk factors was identified and assessed through an expert questionnaire. The results show that system compatibility issues, technical failures, supply chain disruptions, changes in market demand, compliance issues, system downtime, cyber-attacks, mismanagement of inventories, increased competition and lagging technological updates are the key risk factors for e-commerce projects. This paper puts forward suggestions such as establishing a sound technical support system, optimising supply chain and logistics management, dynamically adjusting market strategies, strengthening legal compliance management and reinforcing cybersecurity protection, in order to help enterprises effectively identify and control risks during the implementation of e-commerce projects, and to ensure the smooth progress of the projects.

关键词： 区块链技术   电子商务   数字版权保护   智能合约  

摘要： 如今随着电子科技的不断发展,电子商务早已深入了我们的生活,并给人们的生活带来了极大的便利。但是尽管如此,电子商务同样有着亟待解决之难,而区块链技术因其独有的特性,能够在很大程度上克服电子商务所遭遇的难题。本文深入探讨了区块链技术如何赋能电子商务领域,包括其应用现状、潜在价值、面临挑战及应对策略。通过对区块链技术原理、特点的分析,结合电子商务的实际需求,本文详细阐述了区块链在电子商务中的多个应用场景,如防伪溯源、跨境支付、数字版权保护等,并提出了区块链技术在电子商务应用场景中所引发的挑战以及应对策略。Nowadays, with the continuous development of electronic technology, e-commerce has long penetrated into our lives and brought great convenience to people’s lives. However, e-commerce also has difficulties that need to be solved, and blockchain technology, due to its unique characteristics, can overcome the problems encountered by e-commerce to a large extent. This paper discusses how blockchain technology empowers e-commerce, including its application status quo, potential value, challenges and coping strategies. By analyzing the principles and characteristics of blockchain technology and combining with the actual needs of e-commerce, this paper elaborates several application scenarios of blockchain in e-commerce, such as anti-counterfeiting and traceability, cross-border payment, digital copyright protection, etc., and puts forward the challenges triggered by the application scenarios of blockchain technology in e-commerce as well as the coping strategies.

关键词： 残疾人   就业   电子商务  

摘要： 残疾人作为我国社会弱势群体的重要组成部分,其就业问题始终是残疾人事业发展的核心要务。在当前网络时代蓬勃发展的背景下,电子商务已逐渐成为社会商业领域不可或缺的重要力量。本文深入剖析了电子商务环境下残疾人就业的意义与现状,并针对残疾人在此环境下所面临的实际困难,提出了相应的建议与措施,旨在助力残疾人更好地把握电子商务领域内的就业机会,进一步促进残疾人事业的全面发展。Persons with disabilities are an important part of the vulnerable groups in our society, and their employment issue has always been the core task of the disabled cause. In the background of the booming network era, e-commerce has gradually become an indispensable important force in the social business field. This paper analyzes in depth the significance and current situation of employment for the disabled in the context of e-commerce, and puts forward corresponding suggestions and measures in response to the actual difficulties faced by the disabled in this environment. The aim is to help the disabled seize better employment opportunities in the e-commerce field and further promote the comprehensive development of the disabled cause.

关键词： 电子商务   就业能力   保障体系  

摘要： 数字化转型背景下,电子商务行业发展日新月异,新技术、新业态的演变对高职电子商务专业学生就业提出了新挑战,提升就业能力显得尤为迫切。因此,文章在简要论述高职电子商务专业学生就业能力提升必要性的基础上,对其就业能力提升中存在的问题进行详细论述,并从就业观念、就业技巧、就业保障三个层面提出优化策略。

关键词： 电子商务   绿色供应链   发展   策略  

摘要： 随着电子商务的迅速发展,绿色供应链在电子商务模式下的建设成为关注的焦点。本研究概述了电子商务模式的基本特征和发展趋势,深入探讨了在这一背景下构建绿色供应链的重要性,分析了电子商务模式下绿色供应链所面临的难点和问题,在此基础上,提出了一系列加强电子商务模式下绿色供应链建设的有效策略。本研究为电子商务模式下绿色供应链的可持续发展提供了深入的理论和实践参考。

关键词： 阜阳市   旅游   电子商务   耦合协调   灰色关联  

摘要： 旅游与电子商务耦合协调发展是旅游业实现高质量发展必须面临的重要问题,也是实现经济高质量发展的基础与前提。文章选取2013—2022年阜阳市旅游业和电子商务相关数据,借助耦合协调度模型与灰色关联分析法,分析10年来阜阳市旅游业与电子商务耦合发展水平及驱动因素。结果显示:阜阳市旅游业与电子商务发展整体上处于电子商务主导型,旅游业滞后型阶段,呈现出良好协调趋势,尚需进一步优化提升;消费市场、资源及配套设施等产业基础是影响旅游业和电子商务各自发展的重要因素;交通运输、仓储和邮政业增加值,住宿、餐饮业增加值,网络零售额对旅游业与电子商务耦合协调发展的驱动作用最大。据此,本文建议充分利用电商平台整合旅游产业资源,拓展产品销售渠道;推广旅游+电商模式,促进旅游电商产业进一步融合;加强数字基础设施建设应用;提升旅游吸引力,拓展长三角消费市场。

关键词： 农产品电子商务   农产品质量   纠纷解决机制   行业共识  

摘要： 随着网络信息技术的快速发展,电子商务早已成为人们的重要消费方式之一。电子商务作为新兴产业,其本身具有的诸多问题尚未得到完全的规制和解决,因农产品本身具有的特性及相关规则的不健全,更使得农产品电子商务问题频出。本文在对农产品电子商务概念和特征厘清的基础上,分析当前农产品电子商务发展面临的平台约束不足、对农产品质量和农户的监管较差、执法机关介入困难、纠纷解决困难等主要困境,提出推进相关法律法规的制定、完善纠纷解决机制、构建行业共识等解决对策,以期对农产品电子商务的持续良性发展和消费者权益保护有所裨益。With the rapid development of network information technology, e-commerce has already become one of the important consumption ways of people. As an emerging industry, e-commerce itself has many problems that have not been completely regulated and solved. Because of the characteristics of agricultural products and the imperfect rules, e-commerce problems of agricultural products occur frequently. On the basis of clarifying the concept and characteristics of e-commerce of agricultural products, this paper analyzes the main difficulties faced by the current development of e-commerce of agricultural products, such as insufficient platform constraints, poor supervision of the quality of agricultural products and farmers, difficulties in the intervention of law enforcement agencies and difficulties in dispute resolution, and puts forward solutions, such as promoting the formulation of relevant laws and regulations, improving the dispute resolution mechanism, and building industry consensus. It is expected to benefit the sustainable and benign development of e-commerce of agricultural products and the protection of consumers’ rights and interests.

关键词： 跨境电子商务专业   人才培养   数智化   商贸流通产业  

摘要： 文章首先介绍了数智化商贸流通产业发展现状,然后分析了新时期跨境电子商务人才需求和专业建设背景,最后论述了基于数智化商贸流通产业发展的跨境电子商务专业人才培养路径,包括以行业需求为坐标,校企合作共同制定创新型人才培养方案;以专业标准为指南,校企合作共同建设数字化专业教学资源库;以优势互补为原则,校企合作共同打造混编式教师教学创新团队;等等。