泉州市跨境电商发展水平实证分析

Authentic Proof Analysis of the Development Level of Cross-Border E-Commerce in Quanzhou City

利用90家跨境电商企业的调查数据,对泉州市跨境电商发展水平进行实证分析。研究发现,泉州市跨境电商企业应用电子商务水平总体偏低。企业认为影响其跨境电商发展的最重要的三个因素分别是:产品类目选择合理性,通过网络拓宽国际销售以及吸引复合型、创新型人才;而最不重要的三个因素则是:网络售后服务、电子通关、开展网络广告宣传。泉州市应打造现代化产业体系,持续优化产业结构和产品品类;加大扶持力度,优化营商环境,鼓励人才回泉投资。企业应转变观念,不断拓宽网络销售渠道;加强自身技术研发能力,不断招揽人才等。

Survey data from 90 cross-border e-commerce enterprises were adopted in the empirical study of the development level of cross-border e-commerce in Quanzhou City and found that the adoption level of e-commerce among those enterprises were generally low.Three most important influencing factors were singled out:the reasonable selection of product categories,the expansion of international sales through the Internet,and the attraction of composite and innovative talents.The three least important factors were online after-sales service,electronic customs clearance,and online advertising.It was proposed that Quanzhou City should build a modern industrial system and continuously optimize the industrial structure and product categories,offer more support and optimize the business environment,and encourage talents to return to the city and invest,break mindset barriers and continuously expand online sales channels,strengthen its own technological research and development capabilities,and continuously strengthen the recruitment of talents.