摘要
全球平台贸易扩张为我国制造业提供了转型动力,成为优化本土要素的新力量。然而,虽然增量迅猛,但企业普遍陷入信息过载的局面,难以摆脱逆向选择的困境。以深圳跨境电商为田野调查对象,指出信息控制、厂商抱怨与消费不满等问题。研究表明,信息透明度是多方博弈的动态结构,既是平台营收的直接来源,又是生产厂商信息竞争的结果,同时也是消费者不满的根源。在贸易演进中,监管与规则收紧,企业与平台的关系随即转变,呈现出从高度依附到结构嵌入,再到自主控制的转型线路图。由跨境电商卖家发起的平台化,一方面,表明以跨境交易平台为中心的制度结构存在着难以消弭的利益冲突,平台、卖家与消费者等多方群体呈现出了矛盾、关系紧张与交易的不可持续性;另一方面,则为中国企业走出去提供了新思路。以安克创新、SEHIN等为代表的平台卖家自起炉灶,以自营“独立站”、本地生产建仓、扩充线下零售与供货渠道等方式,重塑了合作生产网络,降低了对原有平台交易结构的依赖度,并借助市场认可度与自身地位的提升,顺势开展对第三方卖家的招商,通过品牌化建立用户认知,借助平台化提升市场份额。从根本上说,中国卖家的全球扩张路径,已深度扎根于本地运营体系的基础上,有效规避了制度因素引发的不确定性与高昂交易成本,反映出在全球贸易新阶段中国企业所实施的战略转型及其一般化特征。
The expansion of global platform trade has provided the transformation impetus for China’s manufacturing industry and has become a new force to optimize local factors.However,despite the rapid growth,enterprises are generally caught in the situation of information overload,and it is difficult to get rid of the dilemma of adverse selection.Taking Shenzhen cross-border e-commerce as the object of field investigation,this study pointed out problems such as information control,manufacturer complaints and consumer dissatisfaction.The research results show that information transparency is a dynamic structure of a multi-party game,which is not only the direct source of platform revenue,but also the result of information competition between manufacturers and the source of consumer dissatisfaction.In the evolution of trade,regulation and rules are tightened,and the relationship between enterprises and platforms changes immediately,showing a transformation roadmap from highly dependent to structural embeddedness,and then to autonomous control.The platformization initiated by cross-border e-commerce sellers,on the one hand,shows that there are conflicts of interest that are difficult to eliminate in the institutional structure centered on cross-border trading platforms.Multiple groups including platforms,sellers,and consumers are experiencing conflicts,tense relationships,and unsustainable transactions.On the other hand,platformization provides new ideas for Chinese companies to go global.Platform sellers represented by Anker Innovation,SEHIN,etc.have started on their own,operating self-operated“independent stations”,establishing local production warehouses,and expanding offline retail and supply channels.In this way,the cooperative production network is reshaped and the dependence on the original platform transaction structure is reduced.Moreover,with the improvement of market recognition and its own status,it will take advantage of the trend to attract investment from third-party sellers,build user awareness through branding,and increase market share through platformization.Fundamentally speaking,the global expansion path of Chinese sellers has been deeply rooted in the local operating system,effectively avoiding the uncertainty and high transaction costs caused by institutional factors.This reflects the strategic transformation and general characteristics of Chinese enterprises in the new stage of global trade.
出处
《深圳社会科学》
2023年第6期36-45,57,共11页
Social Sciences in Shenzhen
关键词
跨境电商
平台贸易
交易结构
柠檬市场
数字经济
cross-border e-commerce
platform trade
transaction structure
lemon market
digital economy
