跨境电商生态圈构建及发展路径研究

Research on the Construction and Development Path of Cross-border Ecommerce Ecosystem

对国际贸易方式中最具市场活力的跨境电商,从商业生态系统理论视角出发,以实地访谈材料与文献资料为研究样本,通过扎根理论方法构建其生态圈模型,归纳出跨境电商生态圈成员、内部要素与生态圈环境3个主类属,在此基础上构建网络分析法(ANP)模型以识别跨境电商发展的关键影响因素,从而为政府部门发展跨境电商以及跨境电商企业发展的路径决策提供参考。

For the most dynamic cross-border e-commerce in the mode of international trade,from the perspective of business ecosystem theory,this paper takes the field interview materials and literature as research samples,constructs its ecosystem model through grounded theory,and sums up three main categories of cross-border e-commerce ecosystem members,internal elements and ecosystem environment.On this basis,an analytic network process(ANP)model is built to identify key influencing factors of cross-border e-commerce development,so as to provide a reference for government departments to develop cross-border e-commerce and the development path decision of cross-border e-commerce enterprises.