数字化转型视角下跨境电商平台生态赋能研究——基于中 + 小企业的案例分析

Research on Ecological Empowerment of Cross-Border E-Commerce Platforms from the Perspective of Digital Transformation—A Case Study of SMEs

摘要: 在全球数字贸易蓬勃发展的宏观背景下，跨境电商平台已实现从单一交易场域向综合性数字化生态系统的根本性演进。本文立足于数字化转型视角，选取TikTok Shop、阿里巴巴国际站及敦煌网为典型案例，深入剖析其构建的营销、物流、支付与金融一体化数字生态，研究发现，平台通过内容化营销、集约化物流、普惠金融等赋能机制，有效驱动中小企业实现品牌出海与能力跃迁；然而，这种依附关系也使其深陷算法依赖、规则不确定性、数据控制权缺失等平台生态负外部性。基于此，本文从微观企业应对、中观平台治理与宏观政府规制三个维度提出对策建议，为中小企业深度融入全球数字贸易价值链提供理论与实践路径指引。

Abstract: Against the macroeconomic backdrop of burgeoning global digital trade, cross-border e-commerce platforms have undergone a fundamental evolution from solitary transaction marketplaces to comprehensive digital ecosystems. Adopting a digital transformation perspective, this paper selects TikTok Shop, Alibaba International Station, and DHgate as representative cases to deconstruct their integrated digital ecosystems encompassing marketing, logistics, payments, and finance. The study reveals that through empowerment mechanisms such as content-driven marketing, aggregated logistics, and inclusive finance, these platforms effectively drive Small and Medium-sized Enterprises (SMEs) to achieve brand internationalization and capability upgrading. However, this dependency also exposes them to the negative externalities of the platform ecosystem, characterized by algorithmic dependency, regulatory uncertainty, and restricted data sovereignty. Consequently, this paper proposes strategic countermeasures across three dimensions: micro-level enterprise strategy, meso-level platform governance, and macro-level government regulation. These insights aim to provide theoretical and practical guidance for SMEs to deeply integrate into the global digital trade value chain.