The Double Effect of Online Traffic on the Premium Ability of Cross-border E-commerce Enterprises

——Empirical Evidence from Enterprise Micro Data

MA Xiao-jun，XU Xiao-qing and FAN Yi-jie

（School of Statistics，Dongbei University of Finance and Economics，Dalian 116025，Liaoning，China） Abstract：Under the background of global digitalization，Chinese export cross-border e-commerce enterprises try to obtain online traffic through marketing strategies，expand overseas markets，and obtain enterprise premium，which is the key competitiveness. The authors take the micro-data of cross-border e-commerce enterprises as analysis samples ，and evaluates the impact of online traffic on the premium ability of cross- border e- commerce enterprises from both theoretical and empirical dimensions. The results show that the scale of online traffic has a dual effect ，and the direction and size of its effect depend on the degree of fulfillment of marketing commitments by enterprises. When the fulfillment degree of marketing commitment is low ，the premium ability decreases with the growth of the online traffic scale ；low-price marketing enterprises are typical of this kind ，that is，the larger the traffic scale attracted by low- price marketing commitment ，the more serious the traffic loss will be when the price is raised，and the more the pricing discount enterprises will pay for this ，and the pricing inhibition effect will expand with the expansion of the scale. When the fulfillment degree of marketing promises is high ，the premium ability of cross-border ecommerce enterprises increases with the growth of online traffic scale ；live- streaming marketing enterprises are typical of this kind，that is，enterprises rely on the fulfillment of differentiated marketing commitments to improve product credit and gradually grasp the pricing power；the variables of consumer characteristics and enterprise characteristics have a moderating effect when the traffic scale plays a role in the enterprise premium. Therefore ，cross-border e-commerce enterprises should，first，adhere to the development direction of marketing differentiation and product differentiation ，make full use of Internet public traffic，and gradually convert online traffic into accurate and re- purchased traffic through live- streaming and other ways ，so as to achieve long-term and steady development of cross-border e-commerce enterprises ；second，they should pay attention to the mechanism of negative word- of- mouth management，understand overseas market demand，capture market pain points under different cultural backgrounds，encourage overseas consumers to give full play to the positive effect of cross- border online traffic ；and third，they should carry out mining and analysis based on overseas consumers' purchasing preferences ，browsing records and other first- hand transaction data，promote enterprises to improve marketing strategies，highlight product characteristics， publicize business philosophy and innovative development strategies ，gradually enhance customers' identification with products and enterprises，and establish cross-border brand image.

Key words：cross-border e-commerce；online traffic；marketing commitment；low-price marketing；live-streaming marketing

中国流通经济（2023 4 37 4

年 月，第 卷第 期）

China Business And Marke（t April 2023，Vol.37，No.4）

doi：10.14089/j.cnki.cn11-3664/f.2023.04.007

.乡村振兴背景下宅基地“三权分置”改革的政策意蕴与实践模式[J].中国流通经济，2023（4）：72-80.引用格式：李怀，陈明红