数字经济背景下跨境电商高质量发展的路径、挑战与对策研究

Research on the Paths, Challenges and Countermeasures of High-Quality Development of Cross-Border E-Commerce under the Background of Digital Economy

摘要: 随着数字经济与跨境贸易深度融合，我国跨境电商行业正迈入从规模扩张向高质量发展转型的关键阶段。本文以数字经济为研究背景，界定广义跨境电商、数字技术集群与高质量发展的核心内涵，基于行业宏观数据与发展实践，梳理我国跨境电商的发展现状与核心特征。研究发现，当前我国跨境电商高质量发展面临合规风险突出、供应链韧性不足、复合型人才结构性短缺、品牌建设乏力四大共性挑战。据此，本文提出数字化深化、品牌化升级、全球化布局三条核心实现路径，并构建政府、行业、企业、专业机构多方协同的落地优化对策，以期为我国跨境电商高质量发展提供理论参考与实践指引。

Abstract: With the deep integration of digital economy and cross-border trade, China’s cross-border e-commerce industry is transitioning from scale expansion to high-quality development. Based on the background of digital economy, this paper defines the core connotations of generalized cross-border e-commerce, digital technology clusters and high-quality development, and outlines the development status and core characteristics of China’s cross-border e-commerce based on industry macro data and development practices. The study finds that the high-quality development of China’s cross-border e-commerce currently faces four common challenges: prominent compliance risks, insufficient supply chain resilience, structural shortage of composite talents, and weak brand building. Accordingly, this paper proposes three core implementation paths: digital deepening, brand upgrading and global layout, and constructs practical optimization countermeasures involving multi-party coordination among the government, industry, enterprises and professional institutions, in order to provide theoretical reference and practical guidance for the high-quality development of China’s cross-border e-commerce.