数字贸易时代苏州跨境电商企业打造自主品牌新优势路径研究

Research on the New Advantage Path for Suzhou Cross-border E-commerce Enterprises to Build Their Own Brands in the Digital Trade Era

随着数字技术的兴起和发展,数字化给我国经济带来了颠覆性的变革和重构,数字贸易作为数字经济的缩影,已展现出蓬勃的生命力。而跨境电商作为数字贸易的典型代表,已成为推动我国外贸发展的主要力量。苏州地区跨境电商企业在数字贸易阶段,仍需积极探索新业态、新模式,借助效率提升和模式创新、加强内涵建设、企校深度融合、重视赛道选择和关注消费者动向等举措,拓展自身在全球价值链研发和营销环节的市场势力,为本土品牌创造新的价值主张,方能占据主动地位,享有新时代的数字化红利。

With the rise and development of digital technology, digitization will bring subversive changes and reconstruction to China’s economy. Digital trade, as the epitome of digital economy, has shown vigorous vitality.As a typical representative of digital trade, cross-border e-commerce has become the main force to promote the development of China’s foreign trade. In the digital trade stage, cross-border e-commerce enterprises in Suzhou need to explore new business formats and models, expand their market power in the R & D and marketing links of the global value chain and create new value propositions for local brands with the help of measures such as efficiency improvement and model innovation, strengthening connotation construction, in-depth integration of enterprises and schools, paying attention to track selection and consumer trends, to take the initiative and enjoy the digital dividend of the new era.