Research On The Influencing Factors Of The Development Of Xinjiang Export Cross-border E-commerce

As a new product of foreign trade,cross-border e-commerce is very convenient and efficient to realize online transactions with the help of Internet platforms.With the economic integration and the introduction and deployment of China's cross-border e-commerce related policies,cross-border e-commerce is developing steadily,and cross-border e-commerce pilots have been rolled out nationwide.As the core area of the "Silk Road Economic Belt",the development of cross-border e-commerce can speed up the pace of opening to the west.However,due to the deep-rooted traditional trade model,Xinjiang's cross-border e-commerce development started late and progressed slowly.However,the gradual operation of Xinjiang's cross-border e-commerce public service platform and electronic customs clearance center,the industry development has reached a new height,showing determination to catch up and huge development potential.Based on a large amount of literature and existing research results,this article defines related concepts of cross-border e-commerce,and integrates long tail theory,competitive advantage theory,transaction cost theory,technological innovation theory,factor endowment theory,and Xinjiang export cross-border e-commerce.Combined development;then analyzed the current situation of Xinjiang's export cross-border e-commerce,summarized the main problems existing in the development at this stage;then analyzed the macro environment,internal and external environment of Xinjiang's export cross-border e-commerce;selected gray based on the current situation and environmental analysis Relevant comprehensive evaluation method and construction of influencing factor indicator system;Finally,the grey correlation model is analyzed based on questionnaire survey data to obtain the ranking of influencing factors' grey correlation degree,and countermeasures and suggestions for promoting the development of cross-border e-commerce in Xinjiang based on the results of the correlation degree are put forward.Through research,the conclusions drawn in this article are as follows: First,the current problems in the development of cross-border e-commerce in Xinjiang's exports at the current stage include: insufficient international network marketing capabilities of enterprises,insufficient core competitiveness of exported goods,small scope of exporting countries,and export channels.Narrow,lagging construction of export cross-border logistics and warehousing facilities,incomplete related policies and regulations,inadequate market supervision,and irregular cross-border electronic payment;Second,through PEST macro-environment analysis,four political,economic,social,and technological aspects Provided policy support,economic foundation,e-commerce industrial park and e-commerce platform support for the development of Xinjiang export cross-border e-commerce.SWOT analysis was used to explain the advantages,disadvantages,opportunities,and threats of Xinjiang export cross-border e-commerce.Using AHP analytic hierarchy,combined with expert scoring,construct a judgment matrix,and rank the 14 evaluation factors under the advantages,disadvantages,opportunities,and threats,in order: the trading partner e-commerce environment is mature and the culture is approaching,the platform self-build ability," "Belt and Road" advantage,competition among similar companies intensified;Third,through comparison This paper adopts the grey relational evaluation method and builds an index system for the influence factors of Xinjiang's export cross-border e-commerce,which includes 7 first-level influence factors and 21 second-level influence factors.Fourth,the questionnaire data is integrated to conduct Descriptive analysis and reliability and validity tests proved the validity of the questionnaire data.Then,the gray correlation model was analyzed with SPSS statistical software.The results showed that the three factors of network marketing ability,government policy,human resources,and Xinjiang export cross-border electronics The relevance of the comprehensive development capabilities of business enterprises ranks in the top three,of which the network marketing capabilities have the most significant impact on the development of Xinjiang's export cross-border electronics.Market regulation,product supply,cross-border logistics and cross-border electronic payment have impacted Xinjiang's export cross-border electronics.The impact of business development is slightly worse.