基于SWOT-PEST分析的西南地区跨境电商竞争力研究

Research on the Competitiveness of Cross-Border E-Commerce in Southwest China Based on SWOT-PEST

摘要: 随着中国经济由高速增长转向高质量发展，跨境电商作为新型国际贸易模式，正成为推动经济增长的新动力。本文以西南地区跨境电商竞争力为研究对象，采用SWOT-PEST分析方法，综合评估其发展现状和潜力。研究发现，西南地区跨境电商具有政策支持、区位优势、产业基础、消费市场潜力、人力资源及大数据应用等内部优势，但也面临政策协同不足、消费能力差异、产业配套不健全、观念保守、人才短缺和技术基础设施短板等劣势。同时，国家战略推动、数字经济发展、社交媒体助力和技术创新驱动等外部机遇，与贸易政策变动、地缘政治风险、贸易壁垒、汇率波动、文化差异及技术更新和数据安全压力等外部威胁并存。

Abstract: With China’s economy shifting from high-speed growth to high-quality development, cross-border e-commerce, as a new international trade model, is becoming a new driving force for economic growth. This paper takes the competitiveness of cross-border e-commerce in Southwest China as the research object, and adopts SWOT-PEST to comprehensively assess its development status and potential. The study finds that cross-border e-commerce in Southwest China has internal advantages such as policy support, location advantage, industrial foundation, consumer market potential, human resources and big data application, but it also faces disadvantages such as insufficient policy synergy, differences in consumption capacity, unsound industrial support, conservative concepts, talent shortage and weak technical infrastructure. At the same time, external opportunities such as national strategy promotion, digital economy development, social media assistance and technological innovation drive coexist with external threats such as trade policy changes, geopolitical risks, trade barriers, exchange rate fluctuations, cultural differences, and technological updates and data security pressure.