中国跨境电商企业出海东南亚市场的路径与对策研究  

Research on the Pathways and Countermeasures for Chinese Cross-border E-commerce Enterprises Expanding into Southeast Asian Markets

作　　者：弓永钦[1] GONG Yongqin(Beijing Vocational College of Labour and Social Security,Beijing 100029)

机构地区：[1]北京劳动保障职业学院,北京100029

出　　处：《北京劳动保障职业学院学报》2024年第4期34-38,共5页Journal of Beijing Vocational College Of Labour And Social Security

基　　金：北京劳动保障职业学院2023年校级教改项目“东南亚跨境电商人才产教融合培养模式研究”。

摘　　要：东南亚电商市场发展潜力大,与中国具有良好的贸易基础,已成为中国跨境电商企业出海的必争之地。从出海主体是否出境、出海赛道以及运营模式角度,跨境电商企业出海的路径可以分为国际贸易和国际投资、传统电商和社交电商、独立站和第三方平台。中国跨境电商企业出海东南亚市场可以采取以下策略:中小型企业应从入驻成熟跨境电商平台起步,注重在社交平台上引流,大型出海企业着力优化东南亚电商生态体系,中国与东南亚国家加强政府间沟通协作,出海企业应寻找与东南亚国家共赢的经营模式等。The Southeast Asian e-commerce market holds immense developmental potential and enjoys a solid trade foundation with China,positioning it as a key arena for Chinese cross-border e-commerce enterprises seeking global expansion.From the perspectives of overseas entity establishment,logistics tracks,and operational modes,the globalization pathways for cross-border e-commerce enterprises can be categorized into international trade and investment,traditional e-commerce versus social e-commerce,and independent websites versus third-party platforms.When venturing into the Southeast Asian market,Chinese cross-border e-commerce enterprises can adopt the following strategies:small and medium-sized enterprises(SMEs)should initially tap into established cross-border e-commerce platforms and focus on attracting traffic through social media platforms,whereas larger overseas enterprises should prioritize optimizing the Southeast Asian e-commerce ecosystem.Additionally,China and Southeast Asian countries should enhance governmental communication and cooperation,while overseas enterprises should pursue mutually beneficial business models with their Southeast Asian counterparts.

关 键 词：中国跨境电商企业 出海 东南亚 路径 

分 类 号：F724.6[经济管理—产业经济]