在线流量对跨境电商企业溢价能力的双重效应——来自企业微观数据的经验证据  

The Double Effect of Online Traffic on the Premium Ability of Cross-border E-commerce Enterprises——Empirical Evidence from Enterprise Micro Data

作　　者：马晓君[1] 徐晓晴 范祎洁 MA Xiao-jun;XU Xiao-qing;FAN Yi-jie(School of Statistics,Dongbei University of Finance and Economics,Dalian 116025,Liaoning,China)

机构地区：[1]东北财经大学统计学院,辽宁大连116025

出　　处：《中国流通经济》2023年第4期60-71,共12页China Business and Market

基　　金：国家社会科学基金重大项目“数字赋能中国全球价值链攀升的路径与测度研究”(21&ZD148)。

摘　　要：在全球数字化背景下,我国出口跨境电商企业力图以营销策略获取在线流量,扩张海外市场,获得企业溢价这一关键竞争力。以跨境电商企业的微观数据为分析样本,从理论与实证两个维度评估在线流量对跨境电商企业溢价能力的影响效应。研究发现,在线流量规模具有双重影响效应,其作用方向及大小均取决于企业对营销承诺的兑现程度;当营销承诺兑现程度低时,溢价能力随在线流量规模的增长而降低,低价营销型企业属于此类典型,即企业凭借低价营销承诺所吸引的流量规模越大,提价时流量损失越严重,企业为此付出的定价折扣就越多,且定价抑制效应随规模扩大呈扩张趋势;当营销承诺的兑现程度高时,跨境电商企业溢价能力随在线流量规模的增长而提升,直播带货型企业属于此类典型,即企业依靠兑现差异化营销承诺的方式提升产品信用度,逐步掌握定价权;消费者特征、企业特征变量在流量规模对企业溢价发挥作用的过程中具有调节效应。因此,跨境电商企业应坚持营销差异化与产品差异化的发展方向,充分利用互联网公域流量,通过直播带货等方式,逐步将在线流量转换为精准流量和复购流量,实现跨境电商企业的长期稳健发展;关注口碑营销,完善负面口碑管理机制,洞悉海外市场需求,捕捉不同文化背景下的市场痛点,鼓励海外消费者积极反馈,发挥跨境在线流量的积极效应;依据海外消费者的购买偏好、浏览记录等一手交易数据进行挖掘分析,促进企业有针对性地改进营销策略,突出产品特色,宣传经营理念与创新发展战略,逐步增强顾客对产品与企业的认同感,树立跨境品牌形象。Under the background of global digitalization,Chinese export cross-border e-commerce enterprises try to obtain online traffic through marketing strategies,expand overseas markets,and obtain enterprise premium,which is the key competitiveness.The authors take the micro-data of cross-border e-commerce enterprises as analysis samples,and evaluates the impact of online traffic on the premium ability of cross-border e-commerce enterprises from both theoretical and empirical dimensions.The results show that the scale of online traffic has a dual effect,and the direction and size of its effect depend on the degree of fulfillment of marketing commitments by enterprises.When the fulfillment degree of marketing commitment is low,the premium ability decreases with the growth of the online traffic scale;low-price marketing enterprises are typical of this kind,that is,the larger the traffic scale attracted by low-price marketing commitment,the more serious the traffic loss will be when the price is raised,and the more the pricing discount enterprises will pay for this,and the pricing inhibition effect will expand with the expansion of the scale.When the fulfillment degree of marketing promises is high,the premium ability of cross-border ecommerce enterprises increases with the growth of online traffic scale;live-streaming marketing enterprises are typical of this kind,that is,enterprises rely on the fulfillment of differentiated marketing commitments to improve product credit and gradually grasp the pricing power;the variables of consumer characteristics and enterprise characteristics have a moderating effect when the traffic scale plays a role in the enterprise premium.Therefore,cross-border e-commerce enterprises should,first,adhere to the development direction of marketing differentiation and product differentiation,make full use of Internet public traffic,and gradually convert online traffic into accurate and re-purchased traffic through live-streaming and other ways,so as to achieve long-term and steady development of cr

关 键 词：跨境电商 在线流量 营销承诺 低价营销 直播带货 

分 类 号：F713.36[经济管理—产业经济]