Study On The Establishment Of Cross-border E-commerce Ecosystem Model And Its Development Path

Cross-border e-commerce is a development trend of international trade and a new growth point for e-commerce.Strategically,it helps to meet people's growing material and cultural needs,increase the business opportunities of SMEs,and promote the country's economic development.Therefore,it is necessary to clarify the influencing factors of cross-border e-commerce development to build an efficient cross-border e-commerce ecosystem.Based on business ecosystem theory,the cross-border e-commerce ecosystem model is established by coding research data from open coding,axis coding to selective coding.The results show that it consists of leading species,key species,supporting species and parasitic species,composed of such internal factors as cross-border logistics and cross-border finance,credit risk management,international network marketing,platform services,and personnel training,and influenced by political,economic,technological,socio-cultural and geographical factors,with mutual beneficial,competitive,predatory and parasitic relationships among species.To further clarify its development,an ANP model of internal factors and ecosystem environment is further constructed to provide an effective path for government departments and cross-border e-commerce companies.The result shows that the importance of environmental factors in order are political,economic,technological,social cultural,and the importance of internal factors in order are credit risk management,platform services,cross-border logistics,and cross-border finance,talent training,international network marketing.Finally,this paper proposes policy recommendations to promote the development of cross-border e-commerce in China from the perspectives of cross-border e-commerce ecosystem members,species relationships,internal factors and ecosystem environment to make a more efficiant cross-border e-commerce ecosystem.