基于SCP范式的中国跨境电商行业研究

Research on Cross-Border E-Commerce Industry in China Based on the SCP Paradigm

摘要: 全球化与数字化推动跨境电商成为全球经济增长新动力，中国跨境电商行业备受关注。基于SCP范式，对中国跨境电商行业展开系统性研究，旨在为行业可持续发展提供理论和实践参考。研究发现，市场结构上，有集中度动态变化、多重壁垒及产品差异化特征；市场行为表现出低价竞争趋势明显、广告创新形式多样、并购活动活跃以及物流联盟成为趋势等特点；从市场绩效来看，整体呈现利润水平差异显著和增长趋势分化的特点，综合绩效体现为产业生态持续优化和社会效益显著提升。为促进中国跨境电商行业的持续健康发展，企业应注重优化成本管理，积极探寻可持续发展的路径；行业协会应着力加强行业规范和专业化建设；政府相关部门可以在强化监管和促进合作方面发力。

Abstract: Globalization and digitalization have pushed cross-border e-commerce to become a driver of global economic growth. China’s cross-border e-commerce industry has attracted attention. Based on the SCP paradigm, this paper launches a systematic study of China’s cross-border e-commerce industry, aiming to provide theoretical and practical references for the industry’s sustainable development. The study finds that, for market structure, there are dynamic changes in concentration, multiple barriers and product differentiation. Market behaviors show a clear trend of low price competition, various forms of advertising innovation, active merger and acquisition activities, and logistics alliances have become a trend. For market performance, the overall market shows a significant difference in the level of profit and a divergence in the growth trend, and the comprehensive performance is reflected in the continuous optimization of the industrial ecology and the significant improvement of social benefits. The comprehensive performance reflects the continuous optimization of the industrial ecology and the significant enhancement of social benefits. In order to promote the sustainable and healthy development of China’s cross-border e-commerce industry, enterprises should focus on optimizing cost management and actively explore the path of sustainable development. Industry associations should focus on strengthening the industry’s standardization and professionalization. Government departments can make efforts in strengthening supervision and promoting cooperation.