论欧盟《一般数据保护条例》对我国跨境电商营销的挑战及启示

Research on the Challenges and Enlightenment of EU General Data Protection Regulations to China's Cross-border E-commerce Business

欧盟《一般数据保护条例》涉及众多复杂的概念、规则、条款。国内研究存在时间滞后、学科交叉研究缺乏、相关概念界定不明等问题,更缺乏对企业开展跨境业务指导的支撑理论研究。我国跨境电商企业在欧盟的营销业务由于条例个人信息概念泛化、新增删除权和可携权等权利类型而面临挑战,许多惯用的营销方式亟须调整。但条例实施不应仅被视为企业营销的障碍,也可启发企业更加专注本土化、有序安排合规工作来增强自身竞争力。

The EU General Data Protection Regulations cover many complex concepts, rules and provisions. There are many problems in domestic research, including time lag, lack of interdisciplinary research, unclear definition of related concepts, what＇s more, it lacks supporting theoretical research on cross-border business guidance for companies. China＇s cross-border e-commerce companies in the EU＇s marketing operations face challenges, due to the generalization of the concept of personal information, the addition of deletion rights and portability rights. Many customary marketing methods have to be adjusted urgently. However, the implementation of the regulations should not only be regarded as an obstacle to corporate marketing, it can also encourage enterprises to focus more on localization and orderly arrange compliance work to enhance their competitiveness.