数字贸易时代苏州跨境电商企业打造自主品牌新优势路径研究.pdfVIP

2022年第04期•总第334期 对处彼貿 ［跨境电商】 数字贸易时代苏州跨境电商企业 打造自主品牌新优势路径研究 郭静 （苏州建设交通高等职业技术学校 ，江苏苏州215000） ［摘 要］随着数字技术的兴起和发展 ，数字化给我国经济带来了颠覆性的变革和重构 ，数字贸易作 为数字经济的缩影 ，已展现出蓬勃的生命力。而跨境电商作为数字贸易的典型代表 ，已成为推动我国外贸 发展的主要力量 。苏州地区跨境电商企业在数字贸易阶段 ，仍需积极探索新业态 、新模式 ，借助效率提升 和模式创新 、加强内涵建设 、企校深度融合 、重视赛道选择和关注消费者动向等举措 ，拓展自身在全球价 值链研发和营销环节的市场势力 ，为本土品牌创造新的价值主张 ，方能占据主动地位 ，享有新时代的数字 化红利。 ［关键词］数字贸易 ；苏州 ；跨境电商 ；品牌优势 ；路径 ［ 中图分类号］F740 ［文献标识码］A ［文章编号］2095-3283（2022）04-0039-04 Research on the New Advantage Path for Suzhou Cross-border E-commerce Enterprises to Build Their Own Brands in the Digital Trade Era Guo Jing (Suzhou Institute of Instruction Communication, Suzhou Jiangsu 215000) Abstract: With the rise and development of digital technology, digitization will bring subversive changes and reconstruction to Chinas economy. Digital trade, as the epitome of digital economy, has shown vigorous vitality. As typical representative of digital trade, cross-border e-commerce has become the main force to promote the development of Chinas foreign trade. In the digital trade stage, cross-border e-commerce enterprises in Suzhou need to explore new business formats and models, expand their market power in the R D and marketing links of the global value chain and create new value propositions for local brands with the help of measures such as efficiency improvement and model innovation, strengthening connotation construction, in-depth integration of enterprises and schools, paying attention to track selection and consumer trends, to take the initiative and enjoy the digital dividend of the new era. Key Words: Digital Trade; Suzhou; Cross Border E-