参与跨境电商平台如何影响企业出口策略?——基于B2B平台多样性视角  

How Does Participation in Cross-border E-commerce Platforms Aff ect an Enterprise’s Export Strategy?-Based on B2B Platform Diversity Perspective

作　　者：陈万灵[1] 王斐 CHEN Wanling;WANG Fei

机构地区：[1]广东外语外贸大学,广东广州510006 [2]广州新华学院,广东广州510520

出　　处：《国际商务研究》2025年第2期16-33,共18页International Business Research

摘　　要：本文使用2000~2015年中国海关数据和中国工业企业数据库的合并数据,结合三大B2B跨境电商平台企业会员数据,考察跨境电子商务对中国企业出口策略的影响效应及其作用逻辑。主要结论是:参与跨境电商平台显著影响了企业的出口策略,促使企业选择扩大出口产品和出口市场范围的“双扩”策略。机制分析表明,参与跨境电商平台主要通过提高创新水平和交易匹配效率影响企业的出口策略,信息成本降低能够强化平台对企业出口策略的影响效应。参与跨境电商平台对中小企业、一般贸易企业和数字化水平较高地区企业的出口策略影响更明显,且企业参与较大型平台、多个平台以及在平台进行深度认证更有利于发挥跨境电商平台对企业出口策略的影响。本文为跨境电商平台赋能企业提供了新的研究视角,为推动跨境电子商务新业态发展提供了参考依据。This paper uses the combined data of China Customs and China Industrial Enterprise Database from 2000 to 2015,combined with the enterprise member data of three major B2B cross-border e-commerce platforms,to investigate the impact of cross-border e-commerce on Chinese enterprises’export strategies and its logic.The main conclusion is that participation in cross-border e-commerce platforms significantly affects the export strategy of enterprises,prompting enterprises to choose th“double expansion”strategy of expanding export products and export market scope.Mechanism analysis shows that participation in cross-border e-commerce platforms mainly affects the export strategy of enterprises by improving the innovation level and transaction matching efficiency,and the reduction of information cost can strengthen the impact of platforms on the export strategy of enterprises.Participation in cross-border e-commerce platforms has a more significant impact on the export strategies of small and medium-sized enterprises,general trading companies,and companies located in areas with lower digital levels.Moreover,enterprises that participate in larger platforms,multiple platforms,and undergo in-depth certification on these platforms are more likely to leverage the influence of cross-border e-commerce platforms on their export strategies.This article provides a new research perspective on empowering enterprises through crossborder e-commerce platforms and offers a reference for promoting the development of new forms of cross-border e-commerce.

关 键 词：跨境电子商务平台 出口策略 创新水平 交易匹配效率 信息成本 

分 类 号：F259.2[经济管理—国民经济]