摘要
跨境电商已经成为我国外贸经济新的增长点,国家出台政策设立跨境电商综合试验区,打造跨境电商平台与生态圈,为全国跨境电商的发展提供易推广、可复制的经验。本文以平台战略理论为依托,分析我国跨境电商综试区发展现状,以青岛跨境电商综合试验区为例,通过激发网络效应、设定"付费方"与"补贴方"、筑起用户过滤机制、赋予用户归属感等方面分析如何构建综试区平台生态圈,并从突破引爆点、拟定用户转化策略以及盈利模式三方面分析如何促使跨境电商综试区平台生态圈持续成长,最后对综试区的发展提出合理建议。
With the rapid development of cross-border e-commerce, cross-border e-commerce has become a new growth point of China's foreign trade economy, Our country has issued policies to set up a comprehensive test zone for cross-border e-commerce, building cross-border e-commerce platform and ecological circle, providing easy promotion and replicable experience for the development of cross-border e-commerce in China.Based on the platform strategy theory, this paper analyzes the development status of China's cross-border e-commerce comprehensive test area, by taking Qingdao cross-border e-commerce comprehensive test area as an example.Then we analyze how to build the platform ecosystem of comprehensive test area by stimulating network effect, setting "payer" and "subsidy", setting up user filtering mechanism, giving users a sense of belonging, and how to promote the sustainable growth of the platform ecosystem in the comprehensive test area through the analysis of breaking through the tipping point, formulating user transformation strategy and profit model, finally, reasonable suggestions are put forward for the development of the comprehensive test area.
作者
丁慧平
DING Hui-ping(School of Economics, Qingdao Agricultural University, Qingdao 266109, China)
出处
《青岛农业大学学报（社会科学版）》
2019年第2期51-56,66,共7页
Journal of Qingdao Agricultural University(Social Science)
基金
青岛市社会科学规划项目“跨境电子商务综合试验区平台生态圈机制设计及模式创新——以青岛综合试区为例”(QDSKL1701166)
山东省软科学项目“大外贸视阈下山东省跨境电商产业集群形成与演化机理研究”(2017RKB01239/1117725)
青岛农业大学高层次人才科研基金项目“平台视角下电子商务服务外包决策机理研究”(1117707)
关键词
跨境电子商务
综合试验区
平台生态圈
青岛跨境电子商务综合试验区
cross-Border e-commerce
comprehensive test area
platform ecosphere construction of platform ecosphere
Qingdao comprehensive test area
