【作者】 张文静；

【导师】 孙黎；

【作者基本信息】 吉林大学 ， 国际商务硕士（专业学位）， 2025， 硕士

【摘要】 近年来,跨境电商行业借助其迅速崛起的力量,已显著成为了驱动中国对外贸易增长的关键动力,并促使全球各国亦积极拓展跨境电子商务领域。纵观全球,跨境电商行业持续升温,除了传统的跨境电商巨头亚马逊(Amazon)、e Bay、Ali Express(速卖通)等,新兴的跨境电商平台如Tik Tok、Temu等的迅速崛起,为全球电商市场注入了新活力。然而,2021年亚马逊平台实施的一系列严格政策调整,引发了跨境电商行业的重大震荡,即所谓的“封店潮”。这一事件导致大量跨境电商卖家面临店铺被关闭、资金被冻结乃至企业破产清算的严峻局面。随着越来越多外来平台入驻当地市场,为更好地平衡外来跨境电商平台与本土平台的关系,各国相继制定并实施了一系列监管措施,强化了对电子商务平台的监督,并逐步紧缩对跨境电商市场的管控。在当下的商业环境中,合规经营已被视为跨境电商企业成功的关键要素之一,因此,深入探讨和解决跨境电商企业在平台运营中的合规问题显得尤为重要且紧迫。基于以上背景,本文首先从合规问题的现状、成因、类型、影响等角度阐述了跨境电商企业在平台运营中存在的几大合规问题,即海关监管和税务合规问题、知识产权合规问题、数据合规问题、消费者权益保护合规问题、跨境支付与外汇合规问题以及跨境物流合规问题。在平台规则和各国跨境电商监管法律法规政策日益完善和趋严的背景下,仍有不少跨境电商卖家选择不合规运营。对此,本文深入分析了跨境电商卖家作出此种行为的动机。除了承受着宏观经济环境与制度差异的压力之外,经营模式对平台规则的天然规避及成本最小化、利益最大化的经营理念也诱使跨境电商卖家采取不合规运营的做法。此外,本节还采用了博弈论的分析方法。通过研究跨境电商企业与监管部门(含平台监管)之间的博弈模型,本文发现跨境电商企业和监管部门在作出是否合规经营和是否监管的决策前,着重考虑的是合规运营与监管所要付出的成本和获得的收益这两大方面,成本与收益是跨境电商企业作出此种行为的深层动机所在。并且通过分析混合博弈模型,本文发现跨境电商企业与监管平台之间会相互影响对方的决策。之后,本文阐述了跨境电商企业选择不合规运营所带来的损失和危害。短期来看,该行为不仅会导致其遭受平台封禁、资金冻结等监管处罚与财务损失,长期来看还会影响企业声誉与长期经营目标,严重违规者甚至会面临行政与刑事处罚。在此前宏观内容铺垫的基础上,本文采用三级编码的方式,深入分析了亚马逊“封店潮”事件,通过核心范畴与主范畴之间的逻辑链条清晰展现了亚马逊封店潮事件的冲突动因、转型路径与伦理适配机制,为跨境电商合规研究提供了“冲突-博弈-重构”的系统性理论框架。这不仅是对此前所述的证实,也为之后跨境电商合规运营提供了借鉴意义。最后,本文基于此前分析和研究,从跨境电商企业、平台和政府三大层面启示跨境电商企业在平台如何实现合规运营以及如何促使跨境电商业态合规化发展。更多还原

【Abstract】 In recent years,the cross-border e-commerce industry has rapidly emerged as a key driving force behind China’s foreign trade growth,prompting countries worldwide to actively expand their presence in the cross-border e-commerce sector.Globally,the cross-border e-commerce sector continues to thrive.Beyond traditional giants like Amazon,e Bay,and Ali Express,emerging platforms such as Tik Tok and Temu have rapidly risen,injecting fresh vitality into the global e-commerce landscape.However,Amazon’s implementation of strict policy adjustments in 2021 triggered a major upheaval in the industry—the so-called"wave of account closures".This event left numerous cross-border e-commerce sellers facing severe consequences,including store suspensions,frozen funds,and even corporate bankruptcies.As more foreign platforms enter local markets,countries worldwide have formulated and enforced regulatory measures to balance the relationship between foreign and domestic platforms.These measures strengthen oversight of e-commerce platforms and gradually tighten control over cross-border e-commerce markets.In today’s business environment,compliance has become a critical factor for success in cross-border e-commerce enterprises.Therefore,in-depth exploration and resolution of compliance issues in platform operations are particularly important and urgent.Based on the above background,this paper first elaborates on several major compliance issues existing in the platform operation of cross-border e-commerce enterprises from the perspectives of the current situation,causes,types,and impacts of compliance problems,namely customs supervision and tax compliance issues,intellectual property compliance issues,data compliance issues,consumer rights protection compliance issues,cross-border payment and foreign exchange compliance issues,and cross-border logistics compliance issues.Against the backdrop of increasingly complete and strict platform rules and cross-border e-commerce regulatory laws,regulations,and policies in various countries,many cross-border e-commerce sellers still choose to operate non-compliantly.In response to this,this paper conducts an in-depth analysis of the motives behind such behavior of cross-border e-commerce sellers.In addition to the pressure from the macroeconomic environment and institutional differences,the natural evasion of platform rules and the business philosophy of minimizing costs and maximizing profits in the business model also induce cross-border e-commerce sellers to adopt non-compliant operations.Moreover,this section also adopts the analytical method of game theory.By studying the game model between cross-border e-commerce enterprises and regulatory authorities(including platform supervision),this paper finds that before making decisions on whether to operate in compliance and whether to supervise,cross-border e-commerce enterprises and regulatory authorities mainly consider the costs and benefits of compliant operation and supervision.Costs and benefits are the deep-seated motivations for cross-border e-commerce enterprises to take such actions.And through the analysis of the mixed game model,this paper finds that cross-border e-commerce enterprises and regulatory platforms will mutually influence each other’s decisions.Subsequently,this paper elaborates on the losses and harms that cross-border e-commerce enterprises may suffer from choosing non-compliant operations.In the short term,such behavior not only leads to regulatory penalties such as platform bans and frozen funds,but also financial losses.In the long term,it affects the enterprise’s reputation and long-term business goals.Severe violators may even face administrative and criminal penalties.Based on the previous macro content,this paper uses a three-level coding method to deeply analyze the Amazon"store ban wave"incident,clearly presenting the conflict causes,transformation paths,and ethical adaptation mechanisms of the Amazon store ban wave incident through the logical chain between core categories and main categories.This provides a systematic theoretical framework of"conflict-game-reconstruction"for cross-border e-commerce compliance research.This not only confirms what was previously stated but also provides reference significance for the subsequent compliance operation of cross-border e-commerce.Finally,based on the previous analysis and research,this paper provides insights from the three levels of cross-border e-commerce enterprises,platforms,and governments on how cross-border e-commerce enterprises can achieve compliance operation on the platform and how to promote the compliance development of the cross-border e-commerce industry.更多还原