国际经济与贸易学院知识库

虽然面临着世界整体经济增长速度放缓的现状，也面临着在全球贸易过程中不断增加的风险和不确定性，但是中国的经济发展在数字经济的带领下仍然克服了重重困难，战胜了层层挑战，实现了稳步发展和长足进步。电子商务作为数字经济中最具有代表性的经济形式，对中国经济高质量发展而言，具有重要意义。在跨境电子商务这一为全球各国间的贸易往来提供便利的虚拟平台上，进出口方、银行、海关以及物流等环节的当事人各司其职，在共享信息的基础上共同处理信息，专业化的分工和信息共享等优势使得国际贸易往来成本大大降低的同时，效率也不断提高。中国的跨境电子商务在2019年加速跨入了高质量发展阶段，并且增长态势也仍然乐观。另外，潜力大、后劲足的俄罗斯市场是跨境电商行业成长和发展的蓝海市场，中国知名的跨境电商企业——速卖通在开拓海外市场的过程中，十分关注俄罗斯市场。

本文以阿里旗下唯一面向国际市场的跨境电商平台速卖通为例，运用案例分析法研究了速卖通在取得了在俄罗斯的较大市场份额后，应该如何深度拓展这一仍然拥有巨大潜力的蓝海市场。首先，文章梳理了关于跨境电商和中俄经贸及跨境电商发展的研究成果，指出了跨境电商的理论发展滞后于实践发展的现状，得出了跨境电商理论方面的发展不足以支撑目前其实践方面快速发展的结论。接下来，文章分别论述了中俄两国跨境电商发展走势特点和近况以及两国在跨境电商方面的合作进展，揭示了俄罗斯跨境电商市场存在的巨大潜力和两国在跨境电商合作方面的巨大空间。其次全面先容了速卖通在俄罗斯的成长历程和发展阶段的变化，总结了速卖通自2010年4月上线以来，在俄罗斯这片广阔的市场快速获得丰硕成果的实现路径，包括两国在供求方面的契合和针对俄罗斯市场的特色活动等方面，再次概括了速卖通能够在俄罗斯市场取得现阶段的巨大成功的原因。最后，对速卖通在拓展俄罗斯市场时所面对的内部和外部环境做出了SWOT分析，以此为基础，提出速卖通深度拓展俄罗斯市场的策略。结合SWOT分析结果，得出了速卖通的战略选择要以WO战略为主，其他战略为辅，并从信息流、资金流和物流三个层面提出了深度拓展策略。

Led by the digital economy, China's economic development has overcome numerous difficulties and challenges and achieved steady and substantial progress, despite the current situation of slowing global economic growth and increasing risks and uncertainties in the global trade process. As the most representative economic form in the digital economy, e-commerce is of great significance for the high-quality development of China's economy. In cross-border e-commerce this to facilitate the trade between countries around the world of virtual platform, party, bank, customs import and export and logistics of the parties, on the basis of Shared information processing information together, the specialized division of labor and the advantages of the information sharing for the international trade cost is greatly reduced at the same time, the efficiency enhances unceasingly. China's cross-border e-commerce accelerated into a phase of high-quality development in 2019, and the growth trend remains positive. The Russian market with great potential and strong potential is a blue ocean market for the growth and development of cross-border e-commerce industry. AliExpress, a well-known cross-border e-commerce enterprise in China, pays great attention to the Russian market in the process of expanding overseas markets.

This paper takes AliExpress, the only cross-border e-commerce platform under Alibaba that faces the international market, as an example, and uses case analysis method to study how AliExpress should deeply expand this blue ocean market with huge potential after it has gained a large market share in Russia. First of all, the paper sorts out the research results on cross-border e-commerce, Sino-Russian economic and trade and cross-border e-commerce development, points out the current situation that the theoretical development of cross-border e-commerce lags behind the practical development, and draws the conclusion that the theoretical development of cross-border e-commerce is not enough to support the rapid development of its practical aspects. Next, the paper discusses the characteristics and recent situation of the development trend of cross-border e-commerce between China and Russia, as well as the cooperation progress between the two countries in cross-border e-commerce, revealing the huge potential of Russia's cross-border e-commerce market and the huge space of the two countries in cross-border e-commerce cooperation. Secondly, it comprehensively introduces the growth process and stage changes of Aliexpress in Russia, and summarizes the realization path of rapid and fruitful achievements in the vast Russian market since its launch in April 2010, including the matching between supply and demand of the two countries and the special activities targeted at the Russian market. Once again, it summarizes the reasons why AliExpress can achieve great success in the Russian market at the present stage. Finally, it makes a SWOT analysis of the internal and external environment Aliexpress platform faces when expanding the Russian market. Based on this, it puts forward the strategy for Aliexpress to deeply expand the Russian market. Combined with the results of SWOT analysis, it is concluded that AliExpress's strategic choice should be based on WO strategy and supplemented by other strategies, and the in-depth expansion strategy is proposed from three aspects of information flow, capital flow and logistics.