摘要
随着全球化进程的加速和数字技术的迅猛发展，电子商务企业逐渐成为推动国际贸易和经济合作的重要力量，其国际化战略与市场进入模式的研究具有重要的理论价值和实践意义。本研究旨在探讨电子商务企业在国际化进程中所面临的挑战及应对策略，并分析不同市场进入模式的选择依据及其效果。通过文献综述、案例分析和实证研究相结合的方法，本文选取了多家具有代表性的电子商务企业作为研究对象，深入剖析其国际化路径及模式特征。研究发现，电子商务企业的国际化战略需综合考虑目标市场的文化差异、政策环境、技术水平以及消费者行为等因素，而市场进入模式则应根据企业自身资源能力与目标市场需求匹配程度进行灵活调整。创新点在于首次构建了一个基于动态能力视角的电子商务企业国际化战略框架，并提出了适应不同类型市场的进入模式选择模型，为相关企业提供理论指导与决策支持。研究表明，成功的国际化战略不仅依赖于企业内部核心竞争力的培育，还需注重外部合作伙伴关系的构建与维护，以实现资源共享与风险分担，从而提升国际竞争力和可持续发展能力。
关键词：电子商务企业；国际化战略；市场进入模式；动态能力；合作伙伴关系
Abstract
With the acceleration of globalization and the rapid development of digital technology, e-commerce enterprises have gradually become a crucial force in promoting international trade and economic cooperation, making the research on their internationalization strategies and market entry modes theoretically significant and practically meaningful. This study aims to explore the challenges faced by e-commerce enterprises during their internationalization process and their corresponding strategies, as well as to analyze the criteria for selecting different market entry modes and their effectiveness. By integrating literature review, case analysis, and empirical research, this paper selects several representative e-commerce enterprises as research subjects to conduct an in-depth analysis of their internationalization paths and model characteristics. The findings indicate that the internationalization strategy of e-commerce enterprises should comprehensively consider factors such as cultural differences, policy environments, technological levels, and consumer behaviors in target markets, while market entry modes should be flexibly adjusted based on the alignment between the enterprise's own resource capabilities and the demands of target markets. An innovation of this study lies in the first-time construction of an internationalization strategy fr amework for e-commerce enterprises from the perspective of dynamic capabilities, along with the proposal of a market entry mode selection model adapted to different types of markets, providing theoretical guidance and decision support for relevant enterprises. The research demonstrates that a successful internationalization strategy not only depends on the cultivation of internal core competencies but also requires attention to the establishment and maintenance of external partnerships to achieve resource sharing and risk distribution, thereby enhancing international competitiveness and sustainable development capabilities.
Keywords：E Commerce Enterprise; Internationalization Strategy; Market Entry Mode; Dynamic Capability; Partnership
目 录
摘要 I
Abstract II
一、绪论 1
(一) 电子商务国际化战略的研究背景与意义 1
(二) 国内外研究现状分析 1
(三) 研究方法与技术路线 2
二、电子商务企业国际化战略的理论基础 2
(一) 国际化战略的核心概念界定 2
(二) 相关理论框架综述 3
(三) 影响国际化战略的关键因素 3
三、电子商务企业市场进入模式的选择与实施 4
(一) 市场进入模式的主要类型 4
(二) 不同模式的适用条件分析 4
(三) 案例视角下的模式选择策略 5
四、电子商务企业国际化战略与市场进入模式的优化路径 6
(一) 战略制定中的风险评估与管理 6
(二) 跨文化适应与本地化策略 6
(三) 技术创新对国际化的影响 7
结 论 9
参考文献 10
