中国中小跨境电商企业进入沙特市场的物流配送困境及突破路径研究

Logistics Constraints and Breakthrough Paths for Chinese SME Cross-Border E-Commerce Firms Entering Saudi Arabia

摘要: 在网络理论与市场适配视角下，本文综合运用问卷调查与深度访谈方法，考察中国中小跨境电商企业进入沙特市场时面临的物流履约约束。研究共回收问卷205份，剔除关键量表缺失样本，最终纳入92份有效问卷，并结合3家企业的访谈材料开展主题分析。研究结果表明，六类物流压力的均值均高于3.50，说明样本企业所承受的并非单一环节受阻，而是仓储、运输、清关、末端配送、逆向物流与本地协同等多个节点叠加形成的履约压力。其中，仓储压力(3.7352)与本地化能力不足(3.7346)相对更高；清关压力的均值虽未居前，但标准差最大(1.1572)，表明其更易受到品类属性与合规准备程度的影响。进一步分析发现，家居用品企业在运输、清关和末端配送方面承受的压力相对较强，服饰鞋包企业更容易在库存判断、拒收与退件处理中处于不利位置，3C配件企业则更依赖本地代理与专业合规支持。基于此，本文提出以本地化前置、渠道组合、仓配联动、退件闭环和分阶段实施为核心的进入思路。

Abstract: Guided by network theory and market adaptation, this paper investigates the logistics fulfillment constraints faced by Chinese SME cross-border e-commerce firms entering Saudi Arabia. A mixed-method design combining questionnaire survey and in-depth interviews is employed. Among 205 returned questionnaires, 92 valid responses are retained after excluding three cases with key missing values, and the interview data from three firms are analyzed through thematic analysis. The results show that all six dimensions of logistics pressure score above 3.50 on a five-point scale. Warehousing pressure (3.7352) and insufficient localization capability (3.7346) are relatively prominent, while customs pressure has the largest standard deviation (1.1572), indicating stronger variation by product category and compliance readiness. Home-goods sellers report heavier pressure in transportation, customs and last-mile delivery; fashion sellers are more vulnerable to inventory misjudgment, refusals and returns; and 3C sellers rely more on local agents and professional compliance support. Accordingly, the paper proposes a staged entry path centered on early localization, channel combination, warehouse-delivery coordination and closed-loop return management.