跨境电子商务发展动力与运营研究

Research on the Dynamic Mechanism and Product Operation of the Cross-border E-commerce

跨境电子商务成为全球热点后,研究成果逐渐涌现,但多停留在表层,缺少区域层面与产品层面的挖掘。从全球范围看,跨境电子商务地区间发展水平差异明显,欧美地区较为成熟,亚太地区增速显著,拉美、非洲等地区潜力较大。政策、企业、社交媒体与资本成为跨境电子商务新的发展动力。聚焦产品层面,探究产品运营思路,发现传统产品的优势下滑,新型产品异军突起,产品的区域差异性显著,品牌建设成为产品运营方向。

Some researches of cross-border e-commerce are lacking of a focus on regional part and product part. From a global perspective, the regional development difference for cross-border e-commerce is obvious. Europe and the United States is more mature, Asia-Pacific region has a significant growth, Latin America, Africa and other regions have great potential. Policies, enterprises, social media and capital has become a new driving force for crossborder e-commerce. This article explores operation ideas of product, finds that the advantage of traditional products is declining, new products are emerging, regional difference of product is obvious, and brand building is important to product operation.