数字经济时代下跨境电商模式的转型与优化路径研究

Research on the Transformation and Optimization Path of Cross-Border E-Commerce Model in the Era of Digital Economy

摘要: 在数字经济浪潮席卷全球的背景下，跨境电商作为国际贸易新业态正经历深刻变革。本文系统研究了数字经济时代跨境电商模式的转型与优化路径，通过整合多维度理论分析与政策研究发现：数字基础设施的完善显著降低了跨境电商交易成本，推动出口规模扩大，但对不同区域存在异质性影响；品牌建设滞后、供应链现代化不足、监管体系不健全是制约高质量发展的关键瓶颈；数字技术通过降低信息摩擦、优化资源配置、重塑价值链等机制赋能转型。本文创新性地构建了“技术驱动–标准构建–生态共建–政策支持”四位一体的转型路径框架，提出应加强数字基础设施建设、推进供应链数字化整合、构建跨境质量标准互认体系、培育数字化人才梯队、完善监管治理机制等对策建议。

Abstract: Under the global wave of digital economy, cross-border e-commerce as a new form of international trade is undergoing profound transformation. This paper systematically studies the transformation and optimization paths of cross-border e-commerce models in the digital era. Through multi-dimensional theoretical analysis and policy research, it finds that: the improvement of digital infrastructure significantly reduces transaction costs of cross-border e-commerce and promotes export expansion, but with heterogeneous impacts across regions; lagging brand building, insufficient supply chain modernization, and imperfect regulatory systems are key bottlenecks constraining high-quality development; digital technology empowers transformation by reducing information friction, optimizing resource allocation, and reshaping value chains. This paper innovatively constructs a four-in-one transformation path framework of “technology-driven, standard-building, ecosystem-cooperation, and policy-support”, proposing countermeasures such as strengthening digital infrastructure construction, promoting supply chain digital integration, building cross-border quality standard mutual recognition systems, cultivating digital talent teams, and improving regulatory governance mechanisms.