跨境电商平台与企业出口多元化:基于市场和产品双重视角的经验分析

Cross Border E-commerce Platforms and Diversification of Enterprise Exports:An Empirical Analysis Based on the Dual Perspectives of Market and Product

近年来,数字化驱动的跨境电商平台成为“稳外贸”的重要载体。文章基于阿里巴巴国际站会员企业数据、中国工业企业数据与海关数据等微观企业数据,直接考察应用跨境电商平台对企业出口多元化的影响及作用渠道。研究结果表明:首先,基于出口市场与出口产品视角,应用跨境电商平台均提升了企业出口多元化水平,影响作用主要通过降低搜寻成本、缓解融资约束渠道实现;其次,跨境电商平台对企业出口多元化的影响呈现异质性特征,对一般贸易企业、通信设备制造、纺织服饰企业的出口多元化推动作用更明显;最后,研究发现入驻平台时间越久、信誉越好、企业家精神越强的企业越有利于发挥跨境电商平台对出口多元化的推动作用。文章的研究为跨境电商赋能企业实施多元化出口策略、推动外贸高质量发展提供了重要的政策意涵和实践路径。

In recent years,digital driven cross-border e-commerce plaforms have become an important carrier for stabilizing foreign trade.This article is based on micro enterprise data such as Alibaba International Station member enterprise data,Chinese industrial enterprise data,and customs data,directly examining the impact and channels of applying cross-border e-commerce platforms on enterprise export diversification.The research results indicate that,firstly,from the perspectives of export markets and export products,the application of cross-border e-commerce platforms has improved the level of export diversification of enterprises.The impact is mainly achieved by reducing search costs and alleviating financing constraints through channels.Secondly,the impact of cross-border e-commerce platforms on the diversification of enterprise exports exhibits heterogeneous characteristics,with a more significant driving effect on the diversification of exports for general trade enterprises,communication equipment manufacturing,and textile and apparel enterprises.In addition,enterprises that have been on the platform for a longer time,have a better reputation,and have a stronger entrepreneurial spirit are conducive to leveraging the role of cross-border e-commerce platforms in promoting export diversification.In summary,this study provides important policy implications and practical paths for empowering cross-border e-commerce enterprises to implement diversified export strategies and promote high-quality development of foreign trade.