Digital Marketing and B2B Cross-Border E-Commerce: A Case Study of Alibaba International Station in China  

作　　者：Qianyu Li Jiaxuan Sun 

机构地区：[1]Department of Economics,Corvinus University of Budapest,Budapest 1093,Hungary [2]Department of Business and Management Sciences,Edutus University,Budapest 1114,Hungary

出　　处：《Proceedings of Business and Economic Studies》2023年第6期76-80,共5页商业经济研究（百图）

摘　　要：The rapid development of the“Internet+”has ushered in a new era of global digital technology innovation.Concurrent with the deepening trends of economic globalization and integration,international trade is progressively undergoing extensive digitization,with cross-border e-commerce emerging as a significant manifestation of this transformation.Within this landscape,the cross-border e-commerce B2B platform is anticipated to become a pivotal driver for China’s cross-border trade growth,representing a strategic opportunity for trade transformation.This paper provides a comprehensive examination of the concepts,characteristics,and development status of cross-border e-commerce and B2B platforms,considering both global and Chinese perspectives.Focusing on a prominent case study,Alibaba International Station,a B2B cross-border e-commerce platform,the paper delves into its business model and core competencies,offering a thorough analysis of its role in the intricacies of international e-commerce and its contribution to the field.Drawing on insights gained,the paper concludes by presenting targeted recommendations from both the platform and government perspectives.These suggestions are informed by a nuanced understanding of the development opportunities and challenges facing China’s cross-border e-commerce B2B platforms.

关 键 词：Digital economy Cross-border e-commerce B2B platform 2.0 Business model analysis Alibaba International Station 

分 类 号：F72[经济管理—产业经济]