中非跨境电子商务影响因素及推进路径

为明晰中非跨境电子商务影响因素，构建中国企业成功开展对非跨境电子商务贸易路径，通过对阿里巴巴国际站和Kilimall跨境电商平台中已成功在非洲开展跨境电子商务贸易的14家中国企业进行一对一访谈，获取一手资料，运用扎根理论方法进行分析。研究结果表明，影响中非跨境电子商务贸易的主要因素有7个方面，即市场因素、用户因素、企业因素、平台因素、支付因素、物流因素和政策因素。其中，市场因素是驱动因素，用户因素、企业因素是主导因素，平台因素、支付因素、物流因素是支持因素，政策因素是保障因素。根据各影响因素的融合性和互补性，构建中国企业开展中非跨境电子商务贸易的发展路径，即通过市场调研聚焦用户需求，结合自身资源提升经营能力，聚焦企业现状选择入驻目标平台，以及优化物流与支付方式提升配套能力。

Influencing factors and promotion path of cross border e-commerce between China and Africa

In order to explore the origin of the development of cross-border e-commerce between China and Africa, clarify the influencing factors in this field, and construct its successful development path, this paper provides some references for enterprises to successfully promote the development of cross-border e-commerce between China and Africa, and for the subsequent theoretical and practical research of cross-border e-commerce between China and Africa. Based on the interviews with 14 enterprises that have successfully carried out cross-border e-commerce trade in Africa, this paper obtains first-hand information and analyzes it by using theScoding method ofSGrounded Theory methodologyS. The results show that there are seven main factors affecting the cross-border e-commerce trade between China and Africa, namely market factor, user factor, enterprise factor, platform factor, payment factor, logistics factor and policy factor. Among them, market factor is the driving factor, user factor and enterprise factor are the leading factor, platform factor, payment factor and logistics factor are the supporting factor, and policy factor is the guarantee factor. According to the integration and complementarity of various influencing factors, this paper constructs the development path for enterprises to successfully carry out cross-border e-commerce trade between China and Africa, that is,Sfocusing on user needs through market research; improving enterprise competitiveness by combining with their own resources; selecting and settling in the corresponding target platform according to the enterprise current situation, and; improving supporting capabilities by optimizing logistics and payment.