Research On The Internationalization Mode Of China’s Cross-border E-commerce Platform

Determining the appropriate internationalization model,including the selection of target markets,entry modes,and international business strategies,is a critical research area in the process of enterprise internationalization and a widely discussed topic in academic circles.Cross-border e-commerce platform enterprises,as a special type of service enterprise,have both similarities and differences in their internationalization models compared to traditional enterprises.This article aims to explore the internationalization model of cross-border e-commerce platforms in China based on the theories of enterprise internationalization and network effects.Based on the theories of enterprise internationalization and network effects,and in light of the current situation of cross-border e-commerce platform development,this thesis summarizes and synthesizes a theoretical model of the internationalization mode of cross-border e-commerce platforms,and validates it through a single case study analysis.Firstly,starting from the three dimensions of target market,entry mode,and international business strategy in enterprise internationalization,this thesis incorporates the network effect characteristics of cross-border e-commerce platforms to construct the theoretical model of their internationalization mode.Secondly,through analysis of the specific practice of the Ali Express platform,this thesis validates and revises the above theoretical model,finding that the internationalization entry mode of cross-border e-commerce platforms not only includes the use of trading companies,but also involves mergers and acquisitions or alliances,as well as expansion through user groups.Based on the above research findings,this thesis proposes policy recommendations to promote the continued development of the global Ali Express platform,including: continuing existing internationalization measures;paying attention to consumer feedback and improving the level of product branding;and promoting platform localization according to local conditions.In addition,for the development of other cross-border e-commerce platforms in China,this thesis suggests selecting appropriate development strategies,actively promoting platform internationalization,expanding user bases,and fully leveraging the network effect.This study is based on the theories of enterprise internationalization and platform network effects,and analyzes relevant literature.Combining with the development status and characteristics of cross-border e-commerce platforms,this study summarizes and synthesizes a theoretical model of the internationalization mode of cross-border e-commerce platforms,which enriches the relevant research of enterprise internationalization theory and network effects theory.Through a specific case study,this thesis validates and analyzes the theoretical model,and discovers new features,providing some clues for future research.However,due to the confidentiality of data on the global Ali Express platform,there is a possibility of insufficient research depth in this thesis.Future research can strengthen data acquisition to improve research quality and depth.