“一帶一路”倡議下泉州跨境電商發展的現狀與策略研究

柳平三 楊樹青

[摘 要] “一帶一路”倡議的實施為我國跨境電商產業發展帶來了空前的政策機遇。作為國家“21世紀海上絲綢之路先行區”，泉州發展跨境電商產業，在政策上享有先行先試的優勢。如何利用本地良好的供應鏈基礎，創新實現跨境電商產業的發展，對泉州傳統經濟轉型升級具有深遠的意義。在梳理跨境電商相關文獻的基礎上編制調研問卷，通過實地走訪泉州多家跨境電商企業，對跨境電商產業發展的現狀及目前存在的問題進行了深入的調研，并最終從政府和企業兩個層面出發，為進一步推進泉州跨境電商產業發展提供了對策建議。

[關鍵詞] “一帶一路”戰略;跨境電商;泉州;策略研究

[中圖分類號] F724.6;F125[文獻標識碼] A[文章編號] 1009-6043（2020）01-0065-02

Abstract： The implementation of the Belt and Road initiative has brought unprecedented policy opportunities to the development of China's cross-border E-commerce. As the national "21st century Maritime Silk Road pioneer zone"， Quanzhou has the advantage of taking the lead in policy in developing cross-border e-commerce. How to use the good local supply chain foundation and innovate to realize the development of cross-border e-commerce is of far-reaching significance to the transformation and upgrading of Quanzhou's traditional economy. On the basis of combing the relevant literature of cross-border e-commerce， a questionnaire was prepared. Through field visits to a number of cross-border e-commerce enterprises in Quanzhou， an in-depth investigation was conducted on the current situation of and existing problems for the development of cross-border e-commerce. Finally， countermeasures and suggestions were provided for further promoting the development of cross-border e-commerce in Quanzhou from the two levels of the government and enterprises.

Key words： the Belt and Road Initiative， cross-border ecommerce， Quanzhou， study of strategy

一、引言

泉州是福建省民營經濟中心，是聞名全國的品牌之都，其發達的傳統制造業享譽海內外。但泉州的產業結構多以紡織服裝、水暖衛浴等傳統勞動密集型產業為主。隨著中國經濟逐漸步入“新常態”，泉州的傳統產業也大多陷入要素成本高昂、產能過剩、銷售不暢、利潤率下滑等經營困境，經濟發展方式上實現轉型升級已經迫在眉睫。同樣，作為傳統外貿大市的泉州，經濟上還面臨另外一道巨大的考驗。近年來跨境零售業務出現井噴式增長，出口貿易開始呈現“小批量、多批次”與“大批量、少批次”并存的局面，而且前者的增長速度非常快。泉州外貿產業如何靈活順應這種變化，不斷提高自身滿足多層次、個性化需求的能力，已成為擺在政府和企業案前的又一道難題?！?br>