Abstract : As the Internet andinformation technology are updated, cross-border
e-commerce based on networktechnology has also risen rapidly. Among them,
cross-border export e-commerce isan important part of cross-border import and export,
and the state has providedcorresponding policy support, and the development of “TheBelt
and Road” Digital Silk Road isalso an opportunity for cross-border export e-commerce
development. At present, thenumber of companies engaged in cross-border e-commerceis
also increasing. Thecorresponding development of export cross-bordere-commerce
platforms by enterprises meansthat China's cross-border export e-commerce platformsare
facing greater challenges, andthe reduction in cross-border export scale has reduced
related Business income, socompanies want to obtain considerable profits in the
cross-border export e-commerceplatform, they need to develop corresponding marketing
strategies to further expand themarket, so the research on cross-border exporte-commerce
platform is particularlyimportant.
This article is going to use PESTand 4PS theoretical model analysis methods to
analyze cross-border exporte-commerce platform marketing strategies from related
aspects. At the same time, takingShopee platform in Southeast Asia as an example, it
focuses on exploring its mainmarketing model and its current problems. Providerelevant
marketing strategies and somereferences for corresponding scholars and enterprises.
2000 年以后,我国经济高速发展所带来的居民消费增长和网络工程建设
导致了互联网普及率的大幅上升,为我国电子商务企业提供了迅速成长和壮
大的土壤。 而 2010年前后的智能手机换机潮将消费者网上购物的平台由电脑
端快速集中到移动端,降低浏览门槛的同时极大地促进了电商企业的发展。
经过多年的高速发展, 国内目前的电商市场已经是一片红海,竞争主要集中
在几个寡头之间, 不论对于在艰难度日的电商企业,还是想扩大经
营规模、 增加营业收入的大型电商,打入国际市场进行国际化经营已经成为
越来越重要的手段。
本文把跨境电子商务的海外布局从关键的三大要素: 交易平台、支付
体系和物流体系进行分别研究。 研究提出,企业要想参与到国际市场的竞争
中首先需要对这三大要素进行国际化布局。 目前东南亚的电子商务发展势头
良好, 已经出现几家覆盖范围广、 消费者认可度高的平台,并且电子支付和跨
境电商物流都处于快速上升阶段。 因此针对三大要素不同的现状及特点,投
资方式等也不一样。
通过对东南亚电商市场的研究, 分析东南亚电商市场在交易平台、支付
体系和物流体系存在的主要特征。 针对交易平台,市场内已经有发展比较成
熟且形势良好的竞争对手存在,从快速实现市场进入和市场占有率提升的角
度看, 入股和收购是优的选择;支付体系由于涉及到金融安全等多方面因
素, 对资本结构有较大限制, 因此投资入股或者合资是比较好的方式;而相对
之下物流体系对所有权要求不高,只要市场内部的第三方物流能满足电子商
务的发展需求就可先通过合作的方式实现资源的利用,因此入股或是布局物
流体系的主要投资方式。