Analysis On The Cross-border E-commerce Application Level Of Ningbo's Foreign Trade Enterprises

In recent years,the development of a new generation of information technology has given rise to the rapid growth of cross-border e-commerce,which suddenly makes it become the new power for traditional foreign trade enterprises to realize transformation and upgrading.The data shows,with unique geographical advantages,port logistics,industrial foundation and the government's vigorous support,Ningbo cross-border e-commerce transactions have made certain achievements.But as the policy is changing and the pilot work is continuously deepening,Ningbo's foreign trade enterprises in cross-border e-commerce application have many potential problems worth discussing.In order to further promote the development of Ningbo cross-border e-commerce pilot work,better play its positive role in keeping China's foreign trade economy growing,it is necessary to re-examine the present situation of Ningbo foreign trade enterprises' development under the perspective of cross-border e-commerce.This paper aims to,from the reality of Ningbo's foreign trade enterprises in applying cross-border e-commerce,build an evaluation index system of foreign trade enterprise's cross-border e-commerce application level,and combine the questionnaire survey which is in the form of field visit and email sending,in order to have a preliminary understanding of Ningbo foreign trade enterprises' cross-border e-commerce application situation.And then,using SPSS factor analysis to do empirical research on sample data,measure its cross-border e-commerce application level,and based on the analysis results to appraise Ningbo cross-border e-commerce application situation and summarize the problems of Ningbo's foreign trade enterprises from different areas or industries.Furthermore,the paper puts forward some corresponding countermeasures and suggestions in order to elevate the cross-border e-commerce application level of Ningbo's foreign trade enterprises,as well as provide reference for further deepening the development of Ningbo's foreign trade enterprises in applying cross-border e-commerce.Based on the survey of 252 Ningbo's foreign trade enterprises in applying cross-border e-commerce,the empirical analysis results show that Ningbo's foreign trade enterprises have obvious deficiencies in cross-border network marketing ability,network transaction risk acceptance and international after-sales service capacity.In addition,the application level of Ningbo's foreign trade enterprises varies between different regions and different industries,which seriously restrict the elevation of Ningbo entire application level.Therefore,in view of the above four weaknesses,it is suggested that Ningbo's foreign trade enterprises mainly focus on the following aspects: firstly,carry out joint promotional activities with the third party cross-border e-commerce platform and deepen the brand influence of self-built platform;secondly,expand the financing channels for foreign trade enterprises to do cross-border business activities,establish and perfect the credit evaluation system of network payment;thirdly,appraise and elect ‘star of the best seller service' to improve international after-sales service,encourage enterprises to set up overseas warehouse to improve local after-sales experience of consumers;fourthly,learn from the leading enterprises of developed regions and industries,and use their experience for reference,in order to promote coordinated development of Ningbo cross-border e-commerce.