【作者】 张丹；

【导师】 刘文；

【作者基本信息】 山东大学 ， 国际商务（专业学位）， 2017， 硕士

【摘要】 跨境电子商务的快速增长正在改变全球贸易格局,每个国家都在大力促进跨境电子商务的发展,以期在全球新型贸易格局中占据主动地位。我国首次在中韩FTA中设定"电子商务"章节,通过合作促进电子商务增长。中韩两国跨境电子商务发展迅速,但是两国跨境电子商务市场及经营模式有着较大不同。本文从宏观和微观两个角度比较分析了中韩跨境电子商务的特征,并在研究中韩FTA对两国间跨境电子商务影响基础上,从国家和企业的角度,对我国跨境电子商务发展提出相应的建议。首先,在梳理相关理论以及国内外研究基础之上,本文利用交易成本理论研究了跨境电子商务对传统贸易的影响,得出跨境电子商务通过缩短国际贸易流程,降低传统贸易交易成本,活跃了中小企业的国际商务活动。其次,分别从宏观和微观层面深入比较分析了中韩两国跨境电子商务的发展特征。从中韩两国跨境电子商务进出口规模、进出口国家、进出口产品、结算方式、运输方式、进出口通关、国家政策等宏观层面,比较分析了中韩两国跨境电子商务发展特点。同时,从跨境电子商务进出口两个维度出发,选取了全球速卖通、Gmarket、天猫国际、Malltail等跨境电子商务平台,从微观层面比较分析了中韩两国跨境电子商务。再次,基于中韩FTA实施背景,从中韩间跨境电子商务交易规模、跨境电子商务关税及非关税成本、中韩间跨境电子商务合作等方面,深入研究了 FTA的实施是如何影响中韩两国间跨境电子商务的。最后,结合中韩两国跨境电子商务发展特征,以及中韩之间跨境电子商务合作现状问题,从国家和企业两个角度,对我国跨境电子商务发展提出相应的建议。一方面,我国应该争取制定新型国际贸易规则的主动权、加强与"一带一路"战略的对接、促进跨境电子商务进出口的均衡发展、支持海外仓的建立、完善跨境电子商务统计指标;另一方面,中国企业应该根据韩国跨境电子商务市场的特点,从产品、价格、渠道、促销四个方面制定相应的4P出口战略,更好地发展我国跨境电子商务出口。更多还原

【Abstract】 The development of Cross-border E-commerce is changing the global trade patter-n rapidly.All countries are striving to promote the development of Cross-border E-commerce to take advantage on the new pattern.It is China’s first time that E-Commerce been set in FTA as a chapter in order to promote its’ development.Though Cross-border E-commerce in both China and Korea are developing rapidly,they are quite different in E-commerce market as well as business models.This paper makes a comparative study on the Cross-border E-commerce devel oping trend between China and South-Korea from macro and micro perspectives,considering the influence of FTA on China-South Korea cross-border e-comme rce cooperation,puts forward proposal for China to promote the development of cross-border e-commerce.Firstly,based on the review of relevant research,this paper studies the influence of cross-border e-commerce on traditional trade cost with the Transaction Cost theory,draws a conclusion that cross-border e-commerce can enliven the international business activities of the small enterprises by reduce their transaction costs and simplify the international trade procedures.Then,this paper makes a comparative study on the cross-border e-commerce developing trend between China and South-Korea from macro and micro perspectives.At the macro level,this paper studies the cross-border e-commerce scale,Import and Export countries,Import and Export products,payment method,logistics mode,Customs Clearance modes and relevant policies.At the micro level,this paper makes a comparative study between the cross-border e-commerce platforms in China and Korea by selecting Ali Express,Gmarket,Tmall and Malltail as examples.Third,this paper studies the influence of FTA on the cross-border e-commerce between China and South-Korea from the aspects of the China-South Korea cross-border e-commerce scale,the cross-border e-commerce transaction costs,the cross-border e-commerce cooperation.Finally,based on the comparative study on the Cross-border E-commerce developing trend and the influence of FTA on China-South Korea Cross-border E-commerce,this paper puts forward proposal for China to promote the development of Cross-border E-commerce.On the one hand,China should take the initiative in making new international trade rules,strengthen strategic docking with "One Belt and One Road",balance the development of Cross-border E-commerce Import and Export,support the construction of overseas warehouse,attach more importance to Cross-border E-commerce statistics collection.On the other hand,the Cross-border E-commerce enterprises in China should make the 4P marketing strategy that fits for South-Korean Cross-border E-commerce market.更多还原