Analysis on the Mode Choice of “Oversea Location”of Chinese Cross-border E-commerce Enterprises

（1.Liaoning University of Technology，Jinzhou，Liaoning121000，China；2.China Meteorological Administration，

Beijing100081，China）

Abstract：With the publication of the“Internet + Circulation Action Plan" by the Ministry of Commerce，a lot of ecommerce platforms and exporting enterprises began to arrange their oversea logistics system through the building of“oversea location”，which explores the new way for us to better satisfy consumers’convenience shopping preference，reduce the cost of international logistics and storage，give full play to the role of brand effect，and upgrade the operation pattern. However，there are some problems with the rapid development of“oversea location”，such as the unsuitable pattern of“oversea location”and operation，the lack of senior managers，the limited service coverage，and the limited advantages demonstrated in terms of individualized before-and-after sale service. At present，there are three patterns of“oversea location”practice，such as Amazon FBA，self- built logistics，and third- party logistics overseas service with different advantages and drawbacks，respectively. To better give play to the role of“oversea location”，consumer goods cross- border e- commerce enterprises should choose the optimized pattern of“oversea location”with the consideration of their own needs，development stage，competitive strategy， product nature，business scale，brand positioning，and industrial position.

Key words：oversea location；cross-border e-commerce；consumer goods；export trade