译文：

浅谈跨境电子商务

引言：

随着互联网的发展，虚拟的交易模式——电子商务也随之诞生，从1997年起，到马云创建阿里巴巴B2B电子商务平台，再到淘宝、当当网、聚美优品等等一系列的电商诞生，我国的电子商务步入了快速发展的时期，跨境电子商务作为电子商务中的一个重要分支，也受到了高度重视，通过互联网和快递等服务，国与国的民众间互通有无，商品实现了跨国销售，到2012年中国跨境电商进出口交易额为2.3万亿元，2012年中国电子商务市场交易规模达8.1万亿元，跨境电商占到了整个电子商务市场的28.4%，跨境电商在电商市场占据着举足轻重的地位。目前我国的跨境电子商务目前仍处于发展初期，政府也有着一定的政策支持，发展潜力巨大，但也存在着管理政策缺陷、跨境海关壁垒、物流障碍、交易信用等诸多方面的问题，针对目前跨境电商的市场发展现状及存在的诸多问题，我们必须提出创新性的商务策略加以应对，进而促进我国跨境电商的发展。

关键字：跨境电商、市场环境、发展现状、发展瓶颈、创新商务策略

近年来，我国电子商务迅速发展，淘宝、聚美、乐峰、唯品会、拍拍网等一系列的电子商务平台如雨后春笋般发展起来，同时，跨境电商平台也随之发展，出现了众多跨境电商平台，据业内人士估计，目前国内跨境电商多达几万家，交易体量也越来越大。目前跨境电商快速壮大，已经成为电商领域的新蓝海，跨境物流电子商务平台的搭建无疑将进一步助推跨境电商的爆发。

跨境电商市场环境及现状分析

中国进出口贸易环境

世界贸易组织称，2013年中国外贸总额达4.16万亿美元。自1978—2013年，外贸总额从206亿美元增至4.16万亿美元。据世界贸易组织秘书处初步统计，2013年中国已成为世界第一货物贸易大国。据海关信息网最新消息称，2014中国进出口增速或超去年水平 达8.1%。可以看出，我国进出口贸易环境良好，国外对于中国商品的需求比较高，虽然受人民币增值以及国内人工成本等的增加影响，使得出口贸易总额增长放慢了脚步，但总体上还是呈稳步上涨的趋势。在2012年的一项调查结果显示，世界最大的五大跨境电子商务市场美国、英国、德国、澳大利亚和巴西对中国商品的网购需求在2013年将达679亿元人民币；至2018年，这一数字预计将激增至1440亿元人民币。

受国际经济形势大环境的影响，中国的出口增速逐渐趋缓，过去的7年里，出口年均增长不到10%，在外贸疲软的当下，国内越来越多的企业参与到跨境电商贸易，越来越多的出口商尝试网络平台与海外买家进行交易，使得跨境电商的贸易发展速度很快，PayPal跨境贸易中国区总经理胡柏迪在首份《全球跨境电子商务报告》的发布会上比喻道：跨境电商出口和传统出口就像一个篮球中套了一个网球，而这个网球膨胀的速度比篮球快得多。

中国电商行业发展

根据市场研究公司e—Marketer最新发布的数据显示，2013年中国中小企业B2B电子商务营收规模为194.5亿元，同比增长16.4%。艾瑞分析认为，2013年，部分B2B企业在线交易规模增长较快，企业的交易佣金收入也随之上升，进而拉动了行业整体营收规模的增长。仅2014年第一季度中国中小企业B2B电子商务市场营收规模为50.4亿元，同比增长14.0%，环比下降2.1%。从整体来看，中小企业B2B电子商务市场总营收规模的增速保持较为稳定的水平。

随着电商的飞速发展，中国电商行业在政策、物流、信用、电子支付、供应链金融等支撑体系建设不断完善，中国传统企业大规模进入电商行业。其中跨境电商也受到高度重视，随着电子信息技术和经济全球化的深入发展，电子商务在国际贸易中的地位和作用日益凸显，已经成为中国对外贸易的发展趋势。

中国跨境电商发展现状

艾瑞统计数据显示，2012年中国跨境电商进出口交易额为2.3万亿元，同比增长32.0%，但相较于中国整体进出口贸易市场规模，占比仍处于较低水平，仅占9.6%。艾瑞预测，在全球电商快速发展和中国电商全球化的大趋势下，中国跨境电商交易规模将持续高速发展，电子商务在中国进出口贸易中的比重将会越来越大。中国的电子商务将呈现出爆发式增长，发展潜力巨大。艾瑞预测，从2008年至2016年，将从0.8万亿元增长到6.5万亿元，年均增速近30%。

由此看来，中国跨境电子商务市场保持快速增长。从国际市场来看，一是经济全球化仍将深入发展，贸易自由化和区域经济一体化继续推进，双边和区域自由贸易协定数量不断增加，国际产业转移从加工制造环节向产业链两端延伸，为中国延伸产业链条、优化要素配臵带来机遇；二是新兴经济体和发展中国家工业化、城镇化进程加快，经济有望保持较快发展，为中国开拓市场提供新的支撑；三是科技创新孕育新兴产业，加快产业升级，促进国际分工深化，推动产业内贸易发展，扩大国际贸易空间。

从国内市场来看，一是中国产业体系日益完备，基础设施明显改善，劳动力素质不断提高，科技创新日益深化，出口产业综合优势进一步增强；二是产业结构升级、城镇化和人民生活水平提高，带动各类生产资料和生活资料进口增长；三是战略性新兴产业快速发展带动相关产品和技术的进出口，专业市场开展对外贸易，将为外贸增长提供新的增长点；四是国家加快中西部开发，提升沿边开放水平，中西部地区和沿边地区贸易投资环境进一步改善，吸引投资和产业转移能力增强，进出口具备了更快发展的基础和条件。

跨境电商创新商务策略

物流模式创新

从上面的跨境电商发展瓶颈可以看出，目前跨境电商饱受物流成本高、风险大的折磨，解决这一问题，亟待提出创新性的解决方案。

跨境电子商务虽与国内电子商务的物流配送有所不同，存在着运输距离远、时间长、成本很高的特点，但也可以借鉴国内具备高效物流配送水平的电商，例如京东商城、唯品会、1号店等，均拥有高水平的物流配送体系，或自建物流配送体系，或与高水平物流公司合作，基本可以实现商品24小时到达，且物流成本通过加附在每一件商品上，增加商品交易量来降低物流成本。跨境电商在物流配送上，可选择一流物流公司进行战略合作，或者在资金允许以及货物交易量大的情况下，自建物流配送渠道，包括海运、公路、铁路运输，通过大的货物交易量来降低成本，进而达到在提高物流效率的同时，减少物流成本的目标。

培养商户与消费者习惯

相较于海外企业，中国跨境电商行业起步较为落后，因此，重视并引导企业和消费者积极参与跨境电子商务在市场拓展初期显得尤为必要。以2012年底由国家发改委、海关总署共同开展的国家跨境贸易电子商务服务试点工作为例，郑州、上海、重庆、杭州和宁波5大城市的跨境电商试点使得越来越多的国内企业商户和个人消费者认识到跨境电子商务带来的广阔市场空间以及丰厚的利润空间。

盈利模式创新

目前跨境电商大多是通过售卖产品或服务来获得盈利，只能通过提升产品品质、单个产品盈利或提升服务质量来获得更多的盈利，造成跨境电商盈利模式单一。而在目前国际形势不佳、同行业竞争加剧的状态下，跨境电商想要获得更多的利润，就必须寻找新的赢利点。新的赢利点大致可从以下几个方面中获取：

1．收取中介费

目前国际间为了压低商品成本，交易主体均在努力寻找低价的供应商，同时，供应商也在国际上寻找更多的买主，但由于信息上的不对称，使得国际间的贸易现状无法满足交易需求。因此跨境电商可以通过出售国内国外双方交易主体的求购信息，充当交易主体双方的中介角色，收取信息费来获得盈利。

2．增加广告收入

当跨境电商平台做到一定规模时，平台内大量的会员数量、点击量和浏览量可以为跨境电商平台带来另一个赢利点。平台可以通过为商家发放广告，利用平台的浏览量等将广告信息告之于广大的会员和网民，达到一定的宣传效果，进而获取广告费用。

3．出售跨境电商交易数据

跨境电商平台内的交易数据包含着交易商品品类、数量、质量、价格等数据，电商可以对这些数据进行整理出售，即是现在所流行的大数据营销。这些数据可以反映出在特定时期内商品品类的交易情况，为国际国内贸易提供一定的市场依据。

出处：http://wenku.baidu.com

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外文翻译

外文原文

Discussion on cross-border E-commerce

Abstrat

with the development of the Internet, e-commerce transactions -- was born in virtual, from 1997 onwards, Ma Yun to create Alibaba B2B e-commerce platform, to Taobao, dangdang.com, Jumei Youpin and so on a series of business was born, e-commerce in China has entered a rapid development period, the cross-border e-commerce as one of the most important branches in the electronic commerce, it has been attached great importance to, through the Internet and courier services, the nations and people between the mutual exchange of needed products, to achieve cross-border sales of goods, to 2012 Chinese cross-border electricity supplier export turnover of 2.3 yuan, in 2012 the market size of e-commerce Chinese amounted to 8.1 yuan, cross-border electricity supplier for the entire e-commerce market 28.4%, occupies the position play a decisive role of cross-border electricity providers electricity supplier in the market. At present, Chinas cross-border e-commerce is still in the initial stage of development, the government also has certain policy support, the development potential is huge, but there is also a management policy defect, customs barriers, barriers to cross-border logistics, trade credit and other aspects of the problem, in view of the present market situation of cross-border electricity providers and problems, we must put forward innovative business strategies to deal with, and then promote the development of cross-border electricity supplier in china. Keywords: cross-border electricity supplier, the market environment, the current situation of the development of the bottleneck of the development, innovation, business strategy

Keywords: cross-border electricity supplier, the market environment, the current situation of the development of the bottleneck of the development, innovation, business strategy

In recent years, the rapid development of electronic commerce in China, Taobao, United States, Le Feng, the only product, pat Network and a series of electronic business platform such as bamboo shoots after a spring rain like development, at the same time, cross-border electronic business platform also development, emerged a large number of cross-border electronic business platform, according to industry estimates, the current domestic cross-border electricity supplier of up to several million, trading volume is also growing. At present, the cross-border electricity supplier rapid growth, has become a new blue ocean electricity supplier in the field, to build cross-border e-commerce logistics platform will undoubtedly further promote cross-border electricity supplier outbreak

First, the cross-border electricity supplier market environment and the analysis of the status quo

(a) China import and export trade environment.

The world trade organization, in 2013 foreign trade amounted to $4.16 China. From 1978 to 2013, the total foreign trade increased from $20600000000 $4.16. According to the Secretariat of the world trade organization to preliminary statistics, in 2013 China has become the worlds largest trade in goods. According to the information network to the latest news, 2014 China import and export growth over last years level of 8.1% or. As can be seen, the import and export of Chinas foreign trade environment is good, relatively high for China commodity demand, although the increase is influenced by RMB appreciation and domestic labor costs, making the total export growth slowed down, but overall is still steadily rising trend. In a 2012 survey showed that five of cross-border e-commerce market, the worlds largest America, Britain, Germany, Australia and Brazil to China goods online shopping demand will reach 67900000000 yuan in 2013; to 2018, this figure is expected to increase to 144000000000 yuan.

Affected by the international economic environment, Chinese export growth is slowing, the past 7 years, exports grew at an average annual rate of less than 10%, the current weakness in foreign trade, more and more domestic enterprises to participate in cross-border electricity trade, more and more exporters try network trading platform and overseas buyers, the pace of development of cross-border trade electricity supplier soon, general manager Hu Baidi PayPal Chinese cross-border trade in the first 'report of global cross-border e-commerce conference said:' the export of cross-border electricity supplier and traditional exports like a basketball in a set of tennis, tennis and the expansion speed is much faster than basketball.

(two) the development of Chinese electricity supplier industry.

According to market research firm e Marketer released the latest data show that in 2013, China SMEs B2B e-commerce revenue size of 19450000000 yuan, an increase of 16.4%. Ari analysis, in 2013, part of the B2B business online transactions of rapid growth in the size of the enterprise, the trade commission income also increased, thus boosting the overall industry revenue growth. Only the first quarter of 2014 Chinese SMEs B2B e-commerce market revenue size of 5040000000 yuan, an increase of 14%, a decline of 2.1%. On the whole, the SME B2B e-commerce market size of the total revenue growth remained relatively stable level.

With the rapid development of the electricity supplier, electricity supplier industry policy, China in logistics, electronic payment, credit, supply chain finance support system construction has been continuously improved, the traditional large-scale enterprises to enter the electricity supplier industry China. The cross-border electricity providers are highly valued, with the further development of electronic information technology and economic globalization, and the role of e-commerce in international trade has become increasingly prominent, has become the trend of the development of foreign trade China.

(three) the curren

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