Study on the Development Path of Cross- border E-commerce in Southeast Asia in the "Belt and Road"

Su Zhang 1 *, Yang Liu 2

1 Department of Management Science, Taiwan Jiaotong University, Xinzhu, 30010, China

2 Faculty of Education, Monash University, Melbourne, 3000, Australia

Abstract: In order to be able to participate in the activities of cross-border e-commerce for the Southeast Asian market, H-city, as an important central city in northern Jiangsu, has proposed a research method for the development of H-city for cross-border e-commerce in Southeast Asia under the policy background of "Belt and Road ". Using PESTEL analysis model and Porter five-force analysis model to analyze the "external envi- ronment" of this industry, to explore the existing opportunities and threats; using Porter value analysis model to analyze the "internal environment" of related enterprises, to explore their own advantages and disadvantag- es; to construct a high-order SWOT quantitative analysis model to find a strategic focus; to establish a devel- opment strategy model, H-oriented Southeast Asia cross-border The development path of e-commerce should take "striving strategy" as the leading direction, and give relevant development suggestions around the two key points of "overcoming disadvantages" and "utilizing opportunities ".

Keywords: Belt and road; Cross-border e-commerce; Development path; SWOT