多因素视角下跨境电子商务出口选品策略研究

Research on Cross-border E-commerce Export Selection Strategy from Multi-factor Perspective

随着B2C跨境零售的快速兴起,平台出口产品的选择愈发重要。但许多电商卖家选品阶段存在着很大的盲目性,常陷入误区,而国内相关的学术研究匮乏。在此背景下,在借鉴文献资料,结合来自跨境电商论坛建言及走访本地跨境电商卖家的基础上,本文分析了选品中存在的问题及影响选品的主要因素,最终提出了可行性选品策略。借此希望提高电商企业(尤其新手卖家)出口选品的成功率。同时,也为学术界开展相关研究,提供参考借鉴。

With the rapid rise of B2C cross-border retail,the choice of platform export products has become increasingly important.However,many e-commerce sellers have a lot of blindness in the selection stage,often falling into misunderstanding,and lack of relevant domestic academic research.In this context,based on the literature,combined with the recommendations from the cross-border e-commerce forum and visiting local cross-border e-commerce sellers,this paper analyzes the problems in the selection and the main factors affecting the selection,and finally puts forward Feasible selection strategy.In this way,we hope to increase the success rate of export products of e-commerce companies(especially novice sellers).At the same time,it also provides relevant research for the academic community and provides reference for reference.