中国跨境电商企业出海东南亚市场的路径与对策研究
Research on the Pathways and Countermeasures for Chinese Cross-border E-commerce Enterprises Expanding into Southeast Asian Markets
弓永钦1
作者信息
- 1. 北京劳动保障职业学院 北京 100029
- 折叠
摘要
东南亚电商市场发展潜力大,与中国具有良好的贸易基础,已成为中国跨境电商企业出海的必争之地.从出海主体是否出境、出海赛道以及运营模式角度,跨境电商企业出海的路径可以分为国际贸易和国际投资、传统电商和社交电商、独立站和第三方平台.中国跨境电商企业出海东南亚市场可以采取以下策略:中小型企业应从入驻成熟跨境电商平台起步,注重在社交平台上引流,大型出海企业着力优化东南亚电商生态体系,中国与东南亚国家加强政府间沟通协作,出海企业应寻找与东南亚国家共赢的经营模式等.
Abstract
The Southeast Asian e-commerce market holds immense developmental potential and enjoys a solid trade foundation with China,positioning it as a key arena for Chinese cross-border e-commerce enter-prises seeking global expansion.From the perspectives of overseas entity establishment,logistics tracks,and operational modes,the globalization pathways for cross-border e-commerce enterprises can be catego-rized into international trade and investment,traditional e-commerce versus social e-commerce,and inde-pendent websites versus third-party platforms.When venturing into the Southeast Asian market,Chinese cross-border e-commerce enterprises can adopt the following strategies:small and medium-sized enterprises(SMEs)should initially tap into established cross-border e-commerce platforms and focus on attracting traf-fic through social media platforms,whereas larger overseas enterprises should prioritize optimizing the Southeast Asian e-commerce ecosystem.Additionally,China and Southeast Asian countries should enhance governmental communication and cooperation,while overseas enterprises should pursue mutually beneficial business models with their Southeast Asian counterparts.
关键词
中国跨境电商企业/出海/东南亚/路径Key words
Chinese cross-border e-commerce enterprises/expanding overseas/Southeast Asia/path-ways引用本文复制引用
出版年
2024
NETL
NSTL
万方数据