论隐私保护与数据价值博弈下的数据库营销
On the Database Marketing under the Game of Privacy Protection and Data Value

在《个人信息保护法》和GDPR等隐私保护法规的严格约束下，数据库营销模式面临着诸多挑战，亟需转型。隐私保护与数据利用之间的博弈深刻重塑了数字经济的底层逻辑，推动企业从“数据掠夺者”向“数据管家”转变。通过深入分析法律约束与技术突破的协同路径，发现隐私计算技术在释放数据价值方面发挥着关键作用。企业实践与消费者响应的双向互动也揭示了隐私保护与商业价值之间的动态平衡关系。基于此，提出数据库营销模式的重构策略，包括在技术层建立“数据保险箱”机制，在商业层开发数据权益兑换体系，进而展望了隐私原生设计的新时代。
Under the stringent constraints of privacy protection regulations such as the “Personal Information Protection Law” and the GDPR, database marketing models are facing numerous challenges and urgently need transformation. The gambling between privacy protection and data utilization is profoundly reshaping the underlying logic of the digital economy, driving enterprises to transition from “data predators” to “data stewards.” Through an in-depth analysis of the synergistic path between legal constraints and technological breakthroughs, it is evident that privacy-preserving computation technologies play a crucial role in unlocking the value of data. The two-way interaction between corporate practices and consumer responses also reveals the dynamic balance between privacy protection and commercial value. Based on this, a reconstruction strategy for database marketing models is proposed, including the establishment of a “data safe” mechanism at the technical level and the development of a data equity exchange system at the business level, thereby envisioning a new era of privacy-by-design.