基于独立站应用的跨境电商企业转型升级路径

Research on Transformation and Upgrading Path of Cross-Border E-Commerce Enterprises Based on Independent Station Application

由于跨境电商第三方平台佣金提高和平台治理风险加剧,同质化竞争等问题逐渐凸显,建设独立站成为跨境电商企业转型升级的首选。面对平台上同行的激烈竞争,企业的品牌差异化能力弱,网络营销手段单一,供应链把控能力弱,数字化运营能力不足。从降低贸易成本和提高贸易效率角度,探索独立站模式在跨境电商转型升级过程中的作用机理,从建站、用户、产品、渠道和品牌维度提出培养跨境电商品牌核心竞争力的措施,助推企业转型升级,实现高质量发展。

Due to the increased commission of the third-party platform of cross-border e-commerce and the intensification of the risk of platform governance,the problems of homogeneous competition are gradually highlighted,and the construction of independent stations has become the first choice for the transformation and upgrading of cross-border e-commerce enterprises.In the face of fierce competition from peers on the platform,the enterprise s brand differentiation ability is weak,the network marketing means are single,the supply chain control ability is weak,and the digital operation ability is insufficient.From the perspective of reducing trade costs and improving trade efficiency,this paper explores the mechanism of the independent station mode in the transformation and upgrading of cross-border e-commerce,and proposes measures to cultivate the core competitiveness of cross-border e-commerce brands from the dimensions of station building,users,products,channels and brands,so as to promote the transformation and upgrading of enterprises and achieve high-quality development.