新加坡跨境电商市场研究:现状、趋势与进入策略  

Research on Cross-border E-commerce Market in Singapore:Current Situation,Trend and Access Strategies

作　　者：张丽莲 Zhang Lilian(Shenzhen Polytechnic University,Shenzhen 518055,Guangdong)

机构地区：[1]深圳职业技术大学,广东深圳518055

出　　处：《中国商论》2024年第13期15-18,共4页China Journal of Commerce

基　　金：深圳市哲学社会科学规划2022年度共建课题“跨境电商国别研究”(SZ2022D028);深圳职业技术大学金课建设项目。

摘　　要：东南亚是目前全球互联网用户增长最快的区域,而新加坡是东南亚最成熟的电商市场。新加坡跨境电商市场拥有显著的发展优势,在未来几年还有很大的增长空间,移动电商将成为主流业态,社交电商增长迅速。新加坡消费者购买力旺盛,在线消费意愿强,并且注重品牌品质及购物体验,对中国商品有广泛的需求。新加坡跨境电商平台众多,各具特色;多数平台立足新加坡,辐射东南亚;其中的中资平台增长强劲,利好中国卖家。本文建议有意开拓新加坡电商市场的中国企业,首先要了解各地区的扶持政策,利用好政策福利;其次要优选电商平台,注重本地化经营;再次要强化供给侧改革,打造品牌精品;最后要紧跟社交娱乐购物潮流,打通多元营销渠道等。Southeast Asia is currently the fastest-growing region for global Internet users,with Singapore emerging as the most mature e-commerce market within the region.Singapore's cross-border e-commerce(CBEC)market has significant development advantages,with ample room for growth in the coming years.In the future,mobile e-commerce will become the mainstream business format,and social e-commerce will grow rapidly.Consumers in Singapore possess strong purchasing power and inclination toward online shopping,highly value brand quality and shopping experience,and have extensive demand for goods from China.Singapore hosts numerous CBEC platforms,each offering its own unique features.Most of them are based in Singapore and serve Southeast Asia,and the Chinese-funded platforms experience robust growth,mainly beneficial to sellers in China.This paper proposes that Chinese enterprises intending to expand into the e-commerce market in Singapore should first understand the supportive policies in different regions and leverage policy benefits;secondly,they should optimize e-commerce platforms with a focus on localized operations;thirdly,it is crucial to strengthen supply-side reforms to create high-quality brands;finally,keeping up with social entertainment shopping trends and diversifying marketing channels will be essential.

关 键 词：新加坡 跨境电商 电商市场 东南亚 市场进入策略 

分 类 号：F742[经济管理—国际贸易]