Research On Export Performance Determinants Of China's Cross-border E-commerce Enterprises

The combination of Internet and foreign trade has accelerated the booming of cross-border e-commerce.As a new trade mode to a certain stage,cross-border e-commerce enables consumers and businesses to trade online anytime and anywhere,completely changing the traditional way of offline trade.For emerging economies,export is still an important means for China.To participate in the international division of labor and international market competition,research on export performance has been widely valued.The development of cross-border e-commerce in China is very fast.Although it brings many benefits to enterprises,it also intensifies the market competition.In this context,how to reduce the transaction cost of cross-border e-commerce enterprises,how to attract the attention of consumers so as to transform more traffic,and how to realize the rapid and sustainable development of cross-border e-commerce enterprises are the issues that every cross-border e-commerce enterprise should consider.As the micro subject of crossborder business activities,what are the key factors that affect the export performance of China's crossborder e-commerce enterprises? Based on above,this research answers all of thess questions and puts some guiding suggestions for cross-border e-commerce enterprises in specific practice.The theoretical basis of this paper is transaction cost theory and early mover advantage theory.In previous studies,the main research objects of these two theories are mainly traditional manufacturing enterprises and traditional trade enterprises,and few literatures take cross-border e-commerce enterprises as research objects.However,with the rapid development of cross-border e-commerce,it is necessary to re-examine the new development and application of these two theories.By analyzing the data obtained from crossborder e-commerce agent operators,cross-border logistics enterprises and cross-border e-commerce platforms,this paper studies the impact of transaction costs on enterprises' export performance.Then the research analyses the logistics transportation costs in the transaction costs and the feasible path for crossborder e-commerce enterprises to reduce transaction costs through choosing logistics transportation mode.Finally,from the perspective of early mover advantage,this paper studies the dynamic changes of export performance of cross-border e-commerce enterprises on the platform.And find the impact of industry competition and length of tenure on the export performance.The research has explored the impact of product strategy choices for young enterprises and mature enterprises.By analyzing the length of time for cross-border e-commerce enterprises on the platform,the research has expanded the theory of early mover advantage.In international trade,the transaction cost mainly includes the cost of information searching,contract signing and execution,after-sales service and so on.By analyzing the background data of cross-border ecommerce agent operation enterprises,starting from the most prominent difference between cross-border e-commerce and the traditional transaction cost theory,this paper explores the composition,investment and effectiveness of cross-border e-commerce transaction cost,and finds that different types of costs have different contributions to the final export performance of enterprises.First of all,cross-border e-commerce platform services can significantly improve the export performance of cross-border e-commerce enterprises.Cross border e-commerce can make customers around the world get the information they need at any time,creating more orders and resulting the success of transactions and customer satisfaction.Secondly,the rise of cross-border E-commerce creates more trade volume by reducing the information search cost of production and exchange.Expanding advertising marketing and providing high-quality services are a major way for cross-border e-commerce enterprises to increase sales volume.Improving the efficiency of supply chain management helps to reduce transaction costs.In addition,cross-border e-commerce enterprises can rely on cross-border e-commerce platform to achieve large and sustainable exports by increasing the product price markup rate.Based on big data analysis,consumer preference and target market positioning are the key driving forces to promote the development of cross-border e-commerce.By analysing consumers' preference for crossborder logistics information in different countries,this paper analyzes the indirect impact of transaction cost on the export of cross-border e-commerce enterprises in China.The results show that: the freight of goods accounts for a relatively high proportion of the sales of goods,and it has a rising trend in recent years.Although the freight of registered logistics is higher than that of surface mail logistics,many consumers still choose the way of registration.Secondly,consumers in different countries have different preferences for cross-border logistics information.In the theoretical analysis,based on the utility function,it is found that the weight of goods bought by consumers is related to the uncertainty in the process of goods transportation,and the degree of consumers information preference for cross-border logistics increases with the increase of the weight of goods,and decreases with the increase of the registered service fee price.Finally,the empirical analysis confirms that consumers cross-border logistics information preference is mainly affected by the weight of goods,logistics freight and the economic and social environment of consumers.It is confirmed that higher commodity value,low transportation cost and interconnected information sharing mechanism are the key factors to determine consumers preference for logistics information.With the rapid development of cross-border e-commerce,online shopping has brought huge economic benefits to sellers and consumers all over the world.The emergence and rise of cross-border e-commerce platform has intensified this dividend.By studying the business data of cross-border e-commerce platform,the study found that the export performance of cross-border e-commerce enterprises in the platform showed an “inverted U-shaped” trend of first rising and then declining with the increase of entry time.Industry competition has a direct impact on the export.With the decrease of industry competition,the export performance of enterprises on the platform will show an “inverted U” trend of first rising and then declining.Moreover,industry competition has an indirect impact on the export by affecting the early mover advantage of enterprises,which shows that with the increase of the tenure for enterprises on the platform,industry competition has an impact on the export of cross-border e-commerce and the impact of industrial exports gradually weakened.In addition,the export performance of enterprises with low product pricing and low diversity is more affected by industry competition,and moderate competition will extend the first mover advantage of cross-border e-commerce enterprises.In the early days of cross-border e-commerce enterprises,good reputation and promotion of explosive products are particularly important for cross-border ecommerce enterprises to improve export sales.In addition,high-quality business services and diversified product choices will promote the export of enterprises,while high commodity prices will hinder enterprises to increase export sales.Compared with the traditional international trade,e-commerce enables enterprises and consumers to obtain the required information from the enormous information of the Internet in time,and consumers can get all kinds of business information of relevant enterprises from the Internet at any time and anywhere in the world.In order to keep up with this trend,many small businesses begin to enter the cross-border ecommerce market and start new exploration.Based on the international marketing strategy theory,this paper establishes a theoretical analysis of the relationship between different product strategies and enterprise export performance,and empirically studies the impact of different product strategies on enterprise export performance.It is found that both explosive product strategy and new product strategy can help cross-border e-commerce to improve export performance.With the growth of enterprises,the promotion effect of explosive product strategy is gradually weakened,while the promotion effect of new product strategy is gradually enhanced.The results show that the best strategy is to choose the hot products when firstly entering the exporting platform,while the best strategy for incumbent enterprises is to choose the new products.Besides,consumers will focus on the goods they are interested in,so improving the diversity of goods is conducive to increasing potential customers.Increasing the reputation of stores is conducive to improving the export performance.This paper provides new empirical evidence for cross-border ecommerce enterprises in the literature on how to formulate strategies when they enter the market.The research results are helpful to find the complex relationship between product strategy and enterprise performance.The research provides corresponding enlightenment for new enterprises and incumbent enterprises to formulate different strategies.