【作者】 杨明；

【导师】 孙黎；

【作者基本信息】 吉林大学 ， 国际商务硕士（专业学位）， 2023， 硕士

【摘要】 近年来,国际进出口贸易的形势日益严峻,世界贸易组织的相关数据表明,从2008年全球危机之后,全球贸易增速明显放缓,特别是近些年来,各国的保护主义兴盛,逆全球化思潮兴起,国际摩擦频起。在此背景下,中国的进出口贸易放缓了发展的速度,与之对比的是,跨境电商的交易体量不断上升,交易规模逐年扩大,表现出蓬勃发展的态势。根据商务部有关数据显示,2008年中国跨境电商交易规模总额为0.8亿元,而2020年的进出口总额达1.63万亿,十数年间增速飞快。跨境电商的发展引起中国社会各界的关注,这其中,B2C跨境电商平台作为第三方角色作用重大,对中小企业来说,搭建B2C跨境电商平台门槛低、投资风险小、盈利空间大。2021年,在国务院发表的《关于加快发展外贸新业态新模式的意见》文件中,就已经指出新业态新模式,即跨境电商贸易,已经成为新业态的主力军,也是国际贸易发展的重要趋势。目前各省都积极建设跨境电商的基础设施,助力构建跨境电商平台。近些年来跨境电商发展快速发展,相关研究也不断涌现,B2C跨境电商在中国起步较晚,同时相关文献的研究多集中在优势分析、影响机制、发展阻碍等方面,本身对跨境电商平台的角色研究不多,在这方面的研究还有很多发展空间。对中小企业来说,独立建设中国B2C跨境电商平台存在许多困难,试错成本高,因此有一套行之有效的发展模式作为参考很有必要。本文主要采用案例分析法和质性研究法。文章的前半部分先分析了中国B2C跨境电商平台的发展历程和发展现状,接着对比了开放型跨境电商平台发展模式和自营型跨境电商平台发展模式的特点和经营效果,指出前一种发展模式已经成为主流模式,随后选取这种模式的代表企业进行案例分析,从世界排名和交易规模角度看,全球速卖通是当之无愧的中国B2C跨境电商平台的领头角色,所以本文选取全球速卖通作为案例进行质性分析,最终得出行之有效的中国B2C跨境电商平台发展模式,为中国企业得出参考建议。本文对系统收集的资料采用质性分析的思路进行研究。文章前期收集整理全球速卖通的大量相关资料,基于充分收集到的资料对发展模式进行相关分析,对全球速卖通的发展进行探究和总结,从而归纳出系统的发展模式。其中,全球速卖通的数据主要通过收集各个渠道的会议记录、新闻报道、纪录片、视频等转录而成的文献资料,共计20万字,在此基础上,本文采取的分析方法为结构化编码,将收集的数据一一编码总结,同时运用MAXQDA软件进行质性分析,随后形成了四个聚合维度:探求市场定位、凸显平台功能、聚焦平台运营、整合生态系统,进行了中国B2C跨境电商平台的发展模式归纳。最后,综合上述研究,本文对中国B2C跨境电商平台的发展总结了初期、中期、后期相关发展阶段的启示,这类平台的管理者在初期确定好自身定位,精准建立平台模型和功能模块,确定好长尾市场和蓝海市场,扎根核心优势,徐徐图之。其次,成长过程中要及时进行节点的复盘,即使在经营节点做到经验回顾、资源沉淀,注重用户价值体验,而不是短期规模增长,把握好核心竞争优势,面对海内外竞争者时,要进一步迭代业务,强化功能模块,做好转型的工作。在后期,随着基础建设和数字化布局进一步发展,面对蓬勃兴起的数字产业链和新模式的生态营销,平台要确定好生态圈的角色定位,打造提升各方价值体验的物流、支付、云计算等业务功能,构造品牌心智,从价值链低端往高端迁移,帮助中小企业轻资产出海,积极响应国家的政策扶持,保证中国B2C跨境电商平台的持续健康生长。更多还原

【Abstract】 In recent years,the situation of international import and export trade and exchange and cooperation has become increasingly severe.The relevant data of the World Trade Organization shows that the growth rate of global trade has slowed down significantly since the global crisis in 2008.In particular,in recent years,countries have been on the rise of protectionism,the rise of anti-globalization,international frictions and global epidemics.China’s import and export trade also faces the same challenges.In contrast,a new type of import and export trade is on the rise,namely cross-border e-commerce,whose transaction volume keeps rising and transaction scale expands year by year,showing a booming trend.In 2008,the total transaction scale of China’s cross-border e-commerce was RMB 0.8 million,while in 2020,According to the data of the Ministry of Commerce on the import and export of cross-border e-commerce,the total volume of import and export has reached 1.63 trillion yuan,with a rapid growth in the past decade.The development of cross-border e-commerce has aroused the attention of all sectors of the Chinese society to the new business forms of foreign trade,especially the B2 C cross-border e-commerce platform,which gives many small and medium-sized enterprises a chance to develop when large enterprises occupy the market share.More and more small and medium-sized enterprises attach importance to B2 C cross-border e-commerce.Compared with other modes,B2 C cross-border e-commerce has low entry threshold,small investment risk and large profit space.In the Opinions on Accelerating the Development of New Forms and Models of Foreign Trade issued by The State Council in 2021,it has been pointed out that the new forms of business,namely cross-border e-commerce trade,has become the main force of new forms of business,with a strong new force,and is also an important trend of international trade development.At present,all provinces are actively building cross-border e-commerce infrastructure.Study the development model of cross-border e-commerce.In recent years,the development of cross-border e-commerce has been soaring,and relevant researches keep emerging.B2 C cross-border e-commerce started late in China.Meanwhile,relevant literatures mainly focus on advantage analysis,influence mechanism,development obstacles and other aspects,and there are few researches on the role of cross-border e-commerce platforms.This paper mainly adopts case analysis method and qualitative research method.The first half of this article first analyzes the development status of B2 C cross-border e-commerce platform in China,then introduces the development mode and the operating results of Ali Express.Aliexpress is the only cross-border platform that can cover the countries along the "Belt and Road" at present,and has the No.1 shopping platform in more than 100 countries in terms of downloads.Therefore,this paper chooses Ali Express as a case to analyze,mainly through the analysis of the development process of its B2 C cross-border e-commerce platform,summarizes the characteristics of the development of Aliexpress e-commerce platform,and finally draws relevant conclusions,which can be enlightening for the development of China’s B2 C cross-border e-commerce platform.After systematically collecting data,this paper adopts the idea of qualitative analysis to collect and sort out a large number of relevant data of Ali Express in the early stage.Based on the fully collected data,this paper conducts relevant analysis and research on Ali Express,and explores and summarizes the development of Ali Express,the representative of China’s B2 C cross-border e-commerce platform,so as to conclude the development model of the system.Among them,the data of Ali Express is mainly transcribed by collecting meeting minutes,news reports,documentaries,videos and other documents from various channels,totaling 200,000 words.On this basis,the analysis method adopted in this paper is structured coding,encoding and summarizing the collected data one by one.Meanwhile,MAXQDA software is used for qualitative analysis.Subsequently,four dimensions of convergence are formed: exploring market positioning,highlighting platform functions,focusing platform operation and integrating ecosystem,and the development mode of China’s B2 C cross-border e-commerce platform is summarized.Finally,this paper summarizes the enlightenment of the development stage of China’s B2 C cross-border e-commerce platforms in the early,middle and late stages.The managers of such platforms determine their own positioning at the early stage,accurately establish platform models and functional modules,determine the long-tail market and blue ocean market,and take root in the core advantages.Secondly,in the process of growth,nodes should be timely restored.Even if experience review and resource precipitation are achieved in the operation nodes,users’ value experience should be emphasized rather than short-term scale growth.Core competitive advantages should be grasped well.In the later stage,with the further development of infrastructure construction and digital layout,facing the booming digital industrial chain and new mode of ecological marketing,the platform determines the role positioning of the ecosystem,builds logistics,payment,cloud computing and other business functions that enhance the value experience of all parties,builds brand mentality,moves from the low end of the value chain to the high end,and helps smes go to sea asset-light.Actively respond to the national policy support,to ensure the sustainable and healthy growth of China’s B2 C cross-border e-commerce platform.更多还原