新型互联网技术与跨境电商平台生态系统的演化研究

Research on the Evolution of New Internet Technology and Cross-border E-commerce Platform Ecosystem

随着互联网技术的发展,以"互联网+外贸"形式表现的跨境电商应运而生。但近年来,不断有学者提出以跨境电商平台为核心的跨境电商生态系统与新型互联网技术没有得到协同发展的问题。因此,本文通过建立跨境电商生态系统与新型互联网技术的演化博弈模型,分析出两者的稳定演化策略为融合发展,并以国内美妆垂直类跨境电商小红书平台为例,提出虚拟网络社区营销+VR体验、RFID技术物流追踪+区块链正品溯源的新型互联网技术与跨境电商平台生态系统融合发展的对策建议。

With the development of Internet technology,cross-border e-commerce in the form of"Internet+foreign trade"has emerged.However,in recent years,scholars have constantly raised the issue that cross-border e-commerce ecosystem with cross-border e-commerce platforms as the core and new Internet technology have not been collaboratively developed.Therefore,this paper proposes to establish an evolutionary game model between cross-border e-commerce ecosystem and new Internet technology,and then analyze that integration development should be the stable evolution strategy of the two.Taking Xiaohongshu,a domestic vertical beauty cross-border e-commerce platform,as an example,this paper puts forward development strategies of integrating virtual network community marketing+VR(Virtual Reality)experience,RFID(Radio Frequency Identification)technology logistics tracking+new Internet technology of blockchain authenticity traceability,and cross-border e-commerce platform ecosystem.