基于PESTEL模型的跨境电商影响因素分析

Analysis of Influencing Factors of Cross-Border E-Commerce Based on PESTEL Model

摘要: 近年来，全球经济受新冠疫情影响，整体经济走势呈现下滑趋势，各国出口贸易额增速放缓。在这一情况下，中国新兴跨境电商平台Temu在北美市场实现了快速发展，上线后短短10个月就占据了北美电商市场15%的份额。本文主要研究了Temu在世界经济疲软时期如何实现成功，基于PESTEL模型，从政治、经济、社会、科技、环境、法律六个方面分析了影响Temu发展的因素。通过本文的研究，可以为我国其他跨境电商企业的发展提供建议，并通过分析Temu运营过程中出现的问题，提出了解决方案，实现我国跨境电商企业的可持续发展。

Abstract: In recent years, the global economy has been affected by the COVID-19 epidemic, the overall economic trend has shown a downward trend, and the growth of export trade volume of countries has slowed down. In this situation, China’s emerging cross-border e-commerce platform Temu has achieved rapid development in the North American market, occupying 15% of the North American e-commerce market in just 10 months after its launch. This article mainly studies how Temu achieved success during a period of global economic weakness. Based on the PESTEL model, it analyzes the factors that affect the development of Temu from six aspects: Politics, economy, society, technology, environment, and law. Through this study, suggestions can be provided for the development of other cross-border e-commerce enterprises in China, and solutions can be proposed by analyzing the problems that arise during the operation of Temu, in order to achieve the sustainable development of cross-border e-commerce enterprises in China.