摘要
随着电子商务持续演进，传统以线上交易为核心的模式已难以满足企业在获客、运营、履约与服务等方面的综合需求，“泛电商”由此兴起。其业务边界由商品销售扩展至内容、社交、生活服务、支付结算与数据驱动运营等多元场景，体现了企业数字化转型由“渠道上线”向“全链路重构”的升级趋势。基于此，本文从数字化转型视角出发，围绕泛电商平台企业的存活与退出、经营业绩异质性以及发展与安全协同问题展开研究，以揭示平台竞争机制并为企业高质量转型提供参考。
关键词： 全球经济；泛电商；经营业绩
Abstract
With the continuous evolution of e-commerce, the traditional model centered on online transactions is no longer able to meet the comprehensive needs of enterprises in customer acquisition, operation, fulfillment, and service. As a result, “pan e-commerce” has emerged. Its business boundaries have expanded from commodity sales to diverse scenarios such as content, social, lifestyle services, payment settlement, and data-driven operations, reflecting the upgrading trend of enterprise digital transformation from “channel launch” to “full chain reconstruction”. Based on this, this article starts from the perspective of digital transformation and conducts research on the survival and exit of pan e-commerce platform enterprises, heterogeneity of business performance, and development and security coordination issues, in order to reveal the platform competition mechanism and provide reference for high-quality transformation of enterprises.
Key words： Global economy; Pan e-commerce; Business performance
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