民营小微外贸企业数字化转型升级的内在逻辑和实现途径——以社交媒体赋能促进新质生产力形成视角

The Inner Logic and Implementation Approaches of Digital Transformationand Upgrading for Private Small and Micro Foreign Trade Enterprises:From the Perspective of Empowering Social Media to Promotethe Formation of New Quality Productivity Forces

企业规模门槛效应阻碍了小微企业数字化转型升级中新质生产力的形成,尤其是民营小微外贸企业受规模限制普遍对数字化转型升级抱有“用不起、不会用、不愿用”的消极态度。近年来,国外消费者通过社交媒体进行购物的新消费模式正在形成。社交媒体具有低成本、高覆盖和精准定位的特点,易于改造成为跨境信息传播、营销推广的重要平台,为民营小微外贸企业数字化转型升级带来了新视野,提供了新机遇。本文针对民营小微外贸企业“两大、四缺乏”的现状,揭示了数字化转型升级带来的“四升一降”效应,并提出利用信息获取与反馈、市场拓展与推广、跨境交流与合作等机制,企业通过建立专业化团队、制定清晰策略、优化线上渠道、加强客户沟通等路径,创新出“社交媒体数字营销+小微外贸企业生产”深度融合的外贸新模式,培育新质生产力,促进传统产业转型升级和高质量发展。

The threshold effect of enterprise scale in digital transformation and upgrading hinders the formation of new quality productivity,especially for private small and micro foreign trade enterprises who generally have a negative attitude of“not being able to afford,not knowing,and unwilling to use”towards digital transformation and upgrading due to scale constraints.In recent years,a new consumption model of foreign consumers shopping through social media has emerged.Social media has the characteristics of low cost,high reach,and precise positioning,making it easy to transform into an important platform for cross-border information dissemination and marketing promotion.This has brought new prospects and opportunities for the digital transformation and upgrading of private small and micro foreign trade enterprises.This article focuses on the current situation of“two major and four deficiencies”of private small and micro foreign trade enterprises,and reveals the“four increases and one decrease”brought about by digital transformation and upgrading.By utilizing mechanisms such as information acquisition and feedback,market expansion and promotion,cross-border communication and cooperation,enterprises can innovate new models of deep integration between social media and traditional foreign trade enterprises by establishing specialized teams,formulating clear strategies,optimizing online channels,and strengthening customer communication,cultivating new quality productivity to promote the transformation and upgrading of traditional industries.