全球供应链格局加速重构背景下，全球跨境电商市场日趋成熟，消费者需求不断升级，跨境电商本土化运营成为企业拓展海外市场的关键策略。但随着进军海外市场的深入，企业面临更为复杂的国际化经营环境，本土化经营能力不足、合规建设日益紧迫等问题给企业开拓海外市场带来一定挑战，企业通过本土化运营寻找海外增量空间迫在眉睫。本文对跨境电商海外本土化运营的动因、意义和现状进行深入研究，剖析跨境电商本土化运营中的合规监管严苛、贸易保护主义抬头、本土化经营迫切等难点，并从营销管理、供应链管理、经营管理三个角度提出跨境电商本土化运营的路径和策略。
Under the background of the accelerated reconstruction of the global supply chain，the global cross-border e-commerce market is becoming more and more mature，and consumer demand is constantly upgrading，and the localization operation of cross-border e-commerce has become a key strategy for enterprises to expand overseas markets. However，enterprises are facing a more complex international business environment and problems such as insufficient localization operation capability，logistics delivery efficiency，and compliance construction. It have brought certain challenges to enterprises to explore overseas markets. It is urgent for enterprises to find overseas incremental space through localization operation. The report studies the motives，significance and the current situation of overseas localization operation of cross-border e-commerce，analyzes the difficulties in cross-border e-commerce localization operation such as strict compliance supervision，trade protectionism and localization operation，and proposes the path and strategy of cross-border e-commerce localization operation from three perspectives such as the marketing management，the supply chain management and the operation management.
