本报告阐明了跨境电商平台的基本概念，从跨境电商平台发展情况和特点等方面介绍了跨境电商平台的发展现状。梳理了各国主要的出口电商平台和国内主要进口平台，出口方面从平台规则、站内推广策略、营销策略、配套产品服务等方面，对比分析亚马逊、eBay、速卖通等平台间的差异；进口以天猫国际、考拉海购等平台为例，从规则、招商管理和配套服务等方面进行比较分析。报告剖析了出口和进口平台发展存在的问题，出口平台主要面临政策、市场和运营风险，进口平台主要问题有平台垄断、被假货以及政策风险，对跨境电商平台未来发展趋势进行了预测，最后分别从出口和进口两方面提出了平台运营的策略建议。
This report clarifies the basic concept of cross-border e-commerce platform and introducing the development status of cross-border e-commerce platform from the development situation and characteristics of cross-border e-commerce platform. This paper has sorted out the main export e-commerce platforms around the world and domestic import platforms. In terms of export，it compares and analyzes the differences such as Amazon，eBay and AliExpress from the platform rules，on-site promotion strategies，marketing strategies and supporting product service. Taking Tmall International and Kaola as examples，this paper makes a comparative analysis from the rules，investment management and supporting services. It also analyzes the problems existing in the development of export and import platforms. And export platforms mainly have the risks between policy，marketplace，and operation. The import platforms mainly have the risks between platform monopoly，fake goods，and policy. This paper forecasts the future development trend of cross-border e-commerce platform. Finally，it puts forward the suggestions of platform operation strategy for export and import.
