摘要
近年来,跨境电商的发展如火如荼。随着新兴贸易方式在我国对外贸易中占比不断增加,跨境电商已成为外贸高质量发展的新引擎。速卖通作为我国最大的B2C类跨境电商平台,积极探索西班牙市场,将其作为布局欧洲市场的窗口,并取得了显著成效。本文将采用PEST—SWOT分析法,对比跨境电商巨头亚马逊,分析速卖通的内外部影响因素及发展现状,总结其在西班牙发展的成功经验,并借此为中国跨境电商平台开拓海外市场提供参考。
In recent years,the development of cross-border e-commerce has been in full swing.With the increasing proportion of this emerging trade mode in China’s foreign trade,cross-border e-commerce has become a new engine for the high-quality development of foreign trade.As the largest B2C cross-border e-commerce platform in China,AliExpress has actively explored the Spanish market as a window to lay out the European market,and has achieved remarkable results.The paper uses PEST-SWOT analysis to compare the cross-border e-commerce giant Amazon,analyzes the internal and external influencing factors and development status of AliExpress,summarizes its successful experience in the Spain market,and serves as a reference for China’s cross-border e-commerce platforms to explore overseas markets.
作者
冯学宇
杜金姗
郭诗雨
李佳岳
张宁宁
Feng Xueyu;Du Jinshan;Guo Shiyu;Li Jiayue;Zhang Ningning(Jilin University,Changchun 130000)
出处
《中国商论》
2024年第12期40-43,共4页
China Journal of Commerce
基金
吉林大学2023年度国家级大学生创新创业训练项目最终成果:“中国跨境电商平台‘速卖通’在西班牙的发展现状分析”202310183024。
