Research On The Evaluation Of Cross-border E-commerce Development In Guangdong Province Based On Ecosystem Theory

Under the background of sluggish economy,rising protectionism and deepening Internet application,cross-border e-commerce,a new transaction mode,complies with the trend of free trade and brings new growth for international trade.A series of strategic plans in China,such as "Cyberpower","The Belt and Road" and "Guangdong-Hong Kong-Macao Greater Bay Area",further promote the development of cross-border e-commerce.The booming cross-border e-commerce has drawn close attention of the national and local,and related research and reports have emerged in recent years.However,most of them are at the national level,and there are few literatures focusing on the development of regional cross-border e-commerce,making it difficult to measure local cross-border e-commerce.Moreover,it is easy to ignore the importance of other main body if researching cross-border e-commerce by platform enterprises.Therefore,a regional cross-border e-commerce ecosystem evaluation model is constructed,and Guangdong cross-border e-commerce is evaluated by combining the Guangdong-Hong Kong-Macao Greater Bay Area.There are some suggestions.Synergy and integration;Fostering local and introducing leading enterprises;Regulatory innovation and processes simplification;Ecosystem coordination mechanism.The main work completed includes:(1)Based on the ecosystem theory,five basic factors of cross-border e-commerce ecosystem are analyzed,including main body,environment,capital flow,logistics and information flow.Following the construction principle,the evaluation system is constructed by subdivision and in-depth analysis from factor to element,element to index.(2)Analyze and summarize the cross-border e-commerce related enterprises listed in A shares and relevant policies in China.Combined with the ‘Hangzhou experience',qualitatively analyze and summarize the characteristics of development in Guangdong.(3)By using the evaluation system and the grey relational analysis method to evaluate the five factors in 21 cities of Guangdong in 2017.It found that logistics inhibited the development of cross-border e-commerce.Then,the key indicators are screened and measure the Greater Bay Area cross-border e-commerce and logistics subsystems degree of synergy in 2013-2017.The main achievements are as follows:(1)The evaluation index system of regional cross-border e-commerce ecosystem is established;(2)Guangdong development has the following characteristics: Shenzhen and Guangzhou are extremely competitive;Dongguan and Zhuhai have great potential;Other cities in the Pearl River Delta are gaining momentum;The rest are still in their infancy.(3)Shenzhen,Guangzhou,Dongguan and Foshan are rich in cross-border e-commerce main body;The overall environment of Guangdong is good;Nine cities of the Pearl River Delta have the high degree of synergy;Guangzhou,Shenzhen and Dongguan are at medium and high level of logistics;Shenzhen and Guangzhou are in the middle development stage of information society;Shenzhen,Guangzhou and Dongguan are leading in the comprehensive development of cross-border e-commerce in Guangdong.(4)Guangdong-Hong Kong-Macao Greater Bay Area's two subsystems of cross-border e-commerce and logistics have formed a positive synergy trend.(5)Problems are found by combining qualitative analysis and quantitative evaluation: Certain boundaries exist in urban ecosphere and the ecosphere formed by online and offline;The main body is rich,but the leading enterprise is insufficient;Cross-border logistics inhibits the development;Otherwise,like network payment,brand,talent.