跨境电商自建独立站的优劣势分析

• 作者： 孙芳 ¹ 胡玥涛 ¹
• 作者单位：
  1.  上海健康医学院
• 发布时间：2024-10-28

摘要: 过去20多年，我国跨境电商行业经历了从无到有、从弱到强的发展历程。跨境电商行业在我国外贸领域具有举足轻重的地位，已成为推动外贸增长的重要引擎，其发展状况充分体现了我国对外贸易的创新与活力。当前，我国跨境电商产业正在加速外贸创新发展进程，通过优化产业结构、拓展市场空间、提升运营效率等方式，不断推动我国外贸行业的整体发展。但由于第三方平台运营成本增加、头部效应越来越明显，且常出现罚款或封号等运营问题，因此独立站逐渐成为跨境电商发展的新趋势。独立站服务商在本土化运营方面具有优势，能够更好地满足卖家的品牌需求，提高市场竞争力。独立站的建设和运营门槛逐渐降低，成为卖家向品牌化转型的重要手段。

Abstract: Over the past two decades, China's cross-border e-commerce industry has experienced a journey of development from nothing to something and from weakness to strength. The cross-border e-commerce industry holds a signifi cant position in China's foreign trade sector and has become an important engine driving the growth of foreign trade. Its development status fully demonstrates China's innovation and vitality in foreign trade. Currently, China's cross-border e-commerce industry is accelerating the innovation and development process of foreign trade, continuously promoting the overall development of the country's foreign trade sector through optimizing industrial structure, expanding market space, and improving operational efficiency. However, due to the increasing operating costs of third-party platforms and the growing prominence of leading players, coupled with issues such as fi nes or account suspensions, independent platforms are gradually becoming a new trend in the development of cross-border e-commerce. Those service providers have advantages in localization operation, which can better meet the brand needs of sellers and improve market competitiveness. The threshold for the construction and operation of standalone websites is gradually lowered, which has become an important means for sellers to transform to branding.

• 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7期
• 引用： PSSXiv:202410.02385 (或此版本 PSSXiv:202410.02385V1)
  DOI:10.19699/j.cnki.issn2096-0298.2024.07.078
  CSTR:32012.36.PSSXiv.202410.02385
• 推荐引用方式： 孙芳,胡玥涛.跨境电商自建独立站的优劣势分析.中国商论,2024(7).[DOI:10.19699/j.cnki.issn2096-0298.2024.07.078] (点此复制)