粤港澳大湾区电子商务模式创新研究  

Research on the Innovation of E-commerce Mode in Guangdong-Hong Kong-Macao Greater Bay Area

作　　者：林禄苑 LIN Lu-yuan(School of Business,Guangdong University of Business and Technology Zhaoqing Guangdong 526020,China;Institute of E-Commerce and Digital Economy Development,Guangdong University of Business and Technology Zhaoqing Guangdong 526020,China)

机构地区：[1]广东工商职业技术大学商学院,广东肇庆526020 [2]广东工商职业技术大学电子商务与数字经济发展研究所,广东肇庆526020

出　　处：《齐齐哈尔大学学报(哲学社会科学版)》2025年第3期90-94,共5页Journal of Qiqihar University(Philosophy & Social Science Edition)

基　　金：2023年度广东省教育科学规划课题(高等教育专项):基于数字化转型的财经商贸类职业本科人才培养路径研究(2023GXJK653);2024年肇庆市哲学社会科学规划项目:“百千万工程”背景下肇庆土特产品牌建设路径研究(24GJ-89);2024年度广东省普通高校特色创新类项目:数字经济赋能粤东西北土特产品牌建设路径研究(2024WTSCX153)。

摘　　要：粤港澳大湾区的电子商务发展主要呈现为B2B、B2C、社区团购、O2O及直播、短视频营销等五种模式,在一定时间和条件上发挥着强劲的优势,但随着技术进步和市场变化,以及商业创新和组织变革的推动,这些模式未能完全满足行业创新或商业转型的需求。大湾区电子商务行业数字化及商业转型应大力发展跨境电子商务——联盟的出口海外仓模式;内贸电子商务——协同多方的供应链电商运作模式;农产品电子商务——云端定制体验式认养模式,帮助企业提升其适应数字经济发展的能力,培育相关产业和就业机会,促进湾区各地区间的产业协同和合作,实现资源共享和互利共赢,助力数智商业高质量发展。The e-commerce development in the Guangdong-Hong Kong-Macao Greater Bay Area mainly presents five models:B2B,B2C,community group buying,O2O,and live-streaming and short-video marketing.These models have shown powerful advantages under certain time and conditions.However,with the advancement of technology and changes in the market,as well as the promotion of business innovation and organizational transformation,these models have failed to fully meet the demands of industry innovation or business transformation.The digitalization and business transformation of the e-commerce industry in the Greater Bay Area should vigorously develop cross-border e-commerce——the alliance’s export overseas warehouse model;domestic trade e-commerce—the supply chain e-commerce operation model that collaborates with multiple parties;and agricultural product e-commerce—the cloud-based customized experience-based adoption model.This will help enterprises enhance their ability to adapt to the development of the digital economy,cultivate related industries and employment opportunities,promote industrial collaboration and cooperation among various regions in the bay area,achieve resource sharing and mutual benefit,and contribute to the high-quality development of digital and intelligent business.

关 键 词：粤港澳大湾区 电子商务模式 创新 

分 类 号：F724.6[经济管理—产业经济]