面向东南亚国家开展跨境社交电子商务模式研究

Cross-Border Social E-commerce Mode for Southeast Asian Countries

近年来随着国内电商市场接近饱和,跨境电子商务成了不少电商企业关注的焦点,纷纷投身其中。相对于跨境平台电商,跨境社交电子商务仍处于电商业态的初期阶段,既面临着市场开拓与培育的挑战,又必将成为跨境电子商务领域又一个爆发点,市场潜力巨大,成长迅速。通过分析跨境社交电商与跨境平台电商的区别与联系,以及跨境社交电商相较于跨境平台电商与国内电商的特点,针对跨境社交电子商务市场需求,结合国内电商企业的竞争优势,提出了电商企业面向东南亚国家开展的两个出口跨境社交电子商务模式。

In recent years, with the domestic e-commerce market approaching saturation, cross-border e-commerce has become the focus of attention of many e-commerce enterprises. Compared with e-commerce on cross-border platforms, cross-border social e-commerce is still in the initial stage of e-commerce business. It is facing the challenge of market development and cultivation, and will become another breakthrough point in the field of cross-border e-commerce, with huge market potential and rapid growth. By analyzing the differences and connections between cross-border social e-commerce and cross-border platform e-commerce, and the characteristics of cross-border social e-commerce compared with cross-border platform e-commerce and domestic e-commerce, in view of the market demand of cross-border social e-commerce and the competitive advantages of domestic e-commerce enterprises, this paper puts forward two export cross-border social e-commerce modes for e-commerce enterprises trading with Southeast Asian countries.