基于差异化战略的跨境电商竞争策略研究

随着国际贸易和信息技术的不断推进,跨境电子商务在全球范围内呈爆发式地增长。因为跨境电商产品经常需要进行长距离的运输,适合其销售的种类是有限的,因此如何制定差异化战略从而在日益激烈的竞争中胜出,是许多跨境电商企业急需解决的问题。本文考虑一个包含海外供应商、平台型电商和自营型电商的双渠道跨境供应链,运用博弈模型分析了消费者偏好对商家制定差异化竞争策略的影响,并得到集中决策和分散决策下的最优产品定价和最优服务水平。分析得出,商家间的服务差异化程度与跨境电商总利润以及消费者的渠道偏好的关系受综合因素影响,单纯提高服务差异化程度并不一定能提高自身的竞争力和跨境供应链的效益;实施集中策略且服务差异度高的跨境供应链可以获得更多的利润。

Study on Cross-border E-commerce Competitive Differentiation Strategy

With the development of international trade and information technology, cross-border e-commerce is booming globally. However, as cross-border e-commerce products often need long-distance transport, the commodities suitable for selling in cross-border e-commerce are limited. Therefore, merchants are facing increasingly fierce competition and eager to develop a differentiation strategy to win the game. In this paper, a game model is built to analyze how consumer preferences affect the competitive strategy making in cross-border dual-channel supply chain. The optimal pricing and service level under centralized and decentralized decision are formulated. The equilibrium solution reveals that centralized decision can generate more profits, but simply increasing the service differentiation does not necessarily improve own competitiveness and the benefits of cross-border supply chains. It needs to consider the impact of comprehensive factors.