数字丝绸之路：中国跨境电商的全球化战略与本土化融合实践

• 作者： 阿米提江·麦麦提 ¹
• 作者单位：
  1.  武汉理工大学马克思主义学院
• 提交时间：2024-09-24

摘要: 随随着数字经济的快速扩张和深化，中国跨境电商在全球战略与本土化融合方面展现出独特的发展路径。研究旨在探讨中国跨境电商如何利用“数字丝绸之路”倡议，通过结合全球战略与本土化实践，实现国际市场的深度拓展与品牌在全球范围内的扩展相辅相成。首先对跨境电商的发展历程进行了梳理，随后探讨了所遭遇的挑战及面临的机遇。其次，深入探讨了市场拓展、供应链管理、品牌建设以及技术创新等方面的实践。同时，重点分析了本土化融合策略，包括市场定位、产品定制、营销沟通以及法律遵从等方面。通过案例分析，揭示了不同市场环境下的本土化融合模式，并提出了策略建议。最后，在数字丝绸之路框架下，分析了政策环境，并对未来发展趋势进行了预测。研究认为，中国跨境电商应继续深化全球战略，同时加强本土化融合，以应对国际贸易环境的变化，实现可持续发展。
 

Abstract: As the digital economy rapidly expands and deepens, China’s cross-border e-commerce has shown a unique development trajectory in integrating global strategies with localization practices. This study aims to investigate how Chinese cross-border e-commerce utilizes the "Digital Silk Road" initiative to achieve deep market penetration internationally and to complement the global expansion of brands through the synergy of global strategies and localized practices. Initially, the study outlines the development history of cross-border e-commerce, followed by an exploration of the challenges and opportunities encountered. It then delves into practices concerning market expansion, supply chain management, brand building, and technological innovation. Additionally, the study emphasizes the analysis of localization integration strategies, encompassing market positioning, product customization, marketing communications, and legal compliance. Through case analyses, the study unveils localization integration models under various market conditions and offers strategic recommendations. Lastly, within the Digital Silk Road framework, the study examines the policy environment and predicts future development trends. The research concludes that Chinese cross-border e-commerce should continue to enhance its global strategy while strengthening localization integration to adapt to the evolving international trade landscape and achieve sustainable development.
 

• 来自： 阿米提江·麦麦提
• 分类： 应用经济学 >> 国际贸易学
• 稿件状态： 已投稿会议
会议名称： 第七届亚太区域经济合作与两岸融合发展学术研讨会征文（2024年9月—10月）
• 引用： PSSXiv:202409.02261 (或此版本 PSSXiv:202409.02261V1)
  DOI:10.12451/202409.02261
  CSTR:32012.36.PSSXiv.202409.02261
• 推荐引用方式： 阿米提江·麦麦提.数字丝绸之路：中国跨境电商的全球化战略与本土化融合实践.哲学社会科学预印本平台:https://zsyyb.cn/abs/202409.02261.[PSSXiv:202409.02261V1] (点此复制)