Research on innovative development models of e-commerce driven by big data and digitization
大数据与数字化驱动下电子商务发展模式创新研究

摘要

数字经济的迅猛发展，使大数据与数字化技术在电子商务领域的应用愈发广泛，推动了交易模式、品牌建设、供应链管理以及企业内部管理体系的深刻变革。结合贫困县农村电商的“云端再造”实践、大型平台的大数据营销案例，以及企业管理模式的转型经验，分析了技术赋能、业务创新与组织优化的互动机制[1]。在研究中发现大数据不仅重塑了电子商务的价值链，显著提升了运营效率和用户体验，以云平台为核心的模式创新则有助于打破地域与产业的限制，为区域经济注入新的增长动能。在此基础上提出了应对数据安全、人才储备和组织适应等挑战的策略，并展望了电子商务向智能化、生态化发展的趋势。

Abstract

The rapid development of the digital economy has made the application of big data and digital technology in the field of e-commerce increasingly widespread, promoting profound changes in transaction models, brand building, supply chain management, and internal management systems of enterprises. Based on the practice of "cloud based reconstruction" of rural e-commerce in poverty-stricken counties, big data marketing cases of large platforms, and the experience of enterprise management mode transformation, this paper analyzes the interactive mechanism of technology empowerment, business innovation, and organizational optimization. In the research, it was found that big data has not only reshaped the value chain of e-commerce, significantly improved operational efficiency and user experience, but also helped to break through regional and industrial limitations through innovative models centered on cloud platforms, injecting new growth momentum into regional economies. On this basis, strategies were proposed to address challenges such as data security, talent reserves, and organizational adaptation, and the trend of e-commerce towards intelligent and ecological development was forecasted.