摘要
自营型跨境电商零售出口模式是供需环境变化驱动的模式创新,该模式中跨境电商企业承担起跨境流通渠道中的商业分工职能,有助于改善我国跨境电商流通客体同质化和附加值不高的现实困境。基于供应链视角,自营型跨境电商零售出口模式包括分别由制造商、跨境零售制造商和跨境零售商主导的三种跨境流通渠道类型。与平台型模式不同的是,自营型模式以自主品牌为流量集聚依托,打造独立站新型零售形态,以数字媒体平台为关键营销载体进行主动营销,以海外仓为跨境物流核心节点,并构建数字供应链以提升商品跨境供应的稳定性。当前,该模式发展面临人才、合规监管、营销、物流、资金等多方面挑战,建议政府协同市场化资源为其提供针对性支持,以推动自营型跨境电商零售出口模式创新发展。
The self-operated cross-border e-commerce retail export model is an innovation driven by changes in supply and demand of the market.In this model,cross-border e-commerce enterprises undertake the commercial division of labor in cross-border circulation channels,which helps to overcome the predicament of homogeneity and low added value of circulation objects in China's cross-border e-commerce.From the perspective of supply chain,the self-operated cross-border e-commerce retail export model includes three types of cross-border circulation channels led separately by manufacturers,cross-border retail manufacturers and cross-border retailers.Different from the platform-based model,the self-operated model relies on self-owned brands for attracting online views,tries to create a new retail form of independent stations and employs digital media platforms as the key marketing carrier for active marketing.The model takes overseas warehouses as the core node of cross-border logistics and builds a digital supply chain to achieve the stability of cross-border supply of goods.The development of this model is faced with many challenges in talents,compliance regulation,marketing,logistics and capital.The study suggests that the government coordinate with market-oriented resources to provide targeted support,so as to promote the innovative development of the self-operated cross-border e-commerce retail export model.
作者
梁威
Liang Wei(Chinese Academy of International Trade and Economic Cooperation)
出处
《国际经济合作》
北大核心
2023年第6期64-73,88,共11页
Journal of International Economic Cooperation
关键词
自营型
跨境电商
零售出口模式
独立站
海外仓
self-operated type
cross-border e-commerce
retail export model
independent station
overseas warehouse
