东南亚地区跨境电商直播发展机遇、挑战与对策研究

• 作者： 罗文婷 ¹
• 作者单位：
  1.  浙江育英职业技术学院
• 提交时间：2024-09-23

摘要: 互联网新技术的迭代升级推动了跨境电商的发展，跨境电商直播新业态凭借实时互动的特性为消费者带来了全新的购物体验，进而在全球范围迅速蔓延。东南亚市场作为全球数字经济发展最具潜力的市场之一，庞大的人口红利、较高的互联网渗透率和城市化水平以及中国与东南亚密切的经贸关系，为东南亚地区跨境电商直播提供了巨大的发展机遇。同时，东南亚跨境电商直播发展面临诸多挑战，例如语言多样货币不统一、不同国家间消费偏好差异大、政府监管态度趋严、物流基础设施落后、第三方支付普及度低等。未来，要提高东南亚跨境电商直播本地化运营能力、加强跨境直播电商生态体系建设与风险管理、完善物流基础设施建设、抱团破局拓展东南亚物流业务、建立跨境电商第三方支付系统，以推动东南亚地区跨境电商直播的稳步发展。

Abstract: The advancement of new internet technologies has propelled the development of cross-border e-commerce. Cross-border e-commerce live streaming, characterized by real-time interactivity, has revolutionized the shopping experience and rapidly spread globally. The Southeast Asian market, recognized as one of the most promising for digital economy growth, offers substantial opportunities for cross-border e-commerce live streaming due to its significant demographic dividend, high internet penetration rate, advanced urbanization, and strong economic and trade ties with China. However, the development of cross-border e-commerce live streaming in Southeast Asia faces numerous challenges, including linguistic diversity, inconsistent currencies, varied consumer preferences across countries, stringent government regulations, underdeveloped logistics infrastructure, and low adoption of third-party payment systems. Moving forward, it is essential to enhance the localization of cross-border e-commerce live streaming operations in Southeast Asia, strengthen the live e-commerce ecosystem and risk management, improve logistics infrastructure, collaborate to expand logistics businesses in Southeast Asia, and establish a third-party payment system for cross-border e-commerce. These measures will promote the steady development of cross-border e-commerce live streaming in the region.

• 分类： 应用经济学 >> 国际贸易学
• 稿件状态： 已在期刊出版
期刊名称： 《中国商论》 2024年 第10期
• 引用： PSSXiv:202409.02054 (或此版本 PSSXiv:202409.02054V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.10.034
  CSTR:32012.36.PSSXiv.202409.02054
• 推荐引用方式： 罗文婷.东南亚地区跨境电商直播发展机遇、挑战与对策研究.中国商论,2024(10).[DOI:10.19699/j.cnki.issn2096-0298.2024.10.034] (点此复制)