跨境电商“全托管浪潮”背景下我国外贸企业的应对策略  

Response Strategies of Chinese Foreign Trade Enterprises Under the Backgroundof the “Full Managed Service Wave” of Cross-Border E-Commerce

作　　者：黄炫洲[1] Huang Xuanzhou(College of Economics and Trade,Shanwei Institute of Technology,Shanwei 516600)

机构地区：[1]汕尾职业技术学院经贸学院,汕尾516600

出　　处：《西部学刊》2024年第13期145-149,共5页Journal of Western

摘　　要：跨境电商全托管模式近两年风生水起,迅速成长为我国跨境电商出口业态的主流模式,重构跨境电商价值链给我国的外贸生态圈带来了全面而深远的影响。这种新模式为企业开拓海外市场提供了极大便利,助推我国跨境电商出口订单快速增长,但同时也让企业丧失了大部分营销自主权,压缩了企业利润,加剧了价格竞争,在业界引发了褒贬不一的评价。外贸企业要及时调整经营布局和产品开发理念,拓宽和创新营销渠道,重视数智化赋能,加快数字化转型升级,方可有效应对全托管浪潮带来的挑战与不利影响,化弊为利,实现外贸高质量发展。The full managed service mode in cross-border e-commerce has gained significant momentum in the past two years,rapidly growing into the mainstream mode of China’s cross-border e-commerce export industry,reconfiguring the value chain of cross-border e-commerce to China’s foreign trade ecosystem has brought about a comprehensive and far-reaching impact.This new mode provides great convenience for enterprises to explore overseas markets and boosts the rapid growth of cross-border e-commerce export orders in China,but at the same time,it also makes enterprises lose most of their marketing autonomy,compresses their profits and intensifies price competition,which has triggered mixed reviews in the industry.Foreign trade enterprises should adjust their business layout and product development concepts in a timely manner,broaden and innovate marketing channels,focus on digital intelligence empowerment,and accelerate digital transformation and upgrading,in order to effectively confront the challenges and adverse impacts brought by the full management wave,and to turn the disadvantages into advantages,so as to realize the high-quality development of foreign trade.

关 键 词：全托管模式 跨境电商 外贸企业 

分 类 号：F724.6[经济管理—产业经济] F752.6