Cross-border e-commence: B2B or B2C from the perspective of marketing channel


MA Shuzhong;CHEN Aojie


Center for Research in Regional Economic Opening and Development, Zhejiang University;School of Economics, Zhejiang University


By building the theoretical model that describes manufacturing enterprises’ export through trade intermediary and B2C cross-border e-commence, this article studies the selection of sales channels made by manufacturing enterprises and trade intermediary. The major results are as follows: firstly, manufacturers will distribute commodities online when their production capacity is low and trade intermediary are powerful. Secondly, only when manufacturers start to sell commodities online, the powerful trade intermediaries will follow. Thirdly, B2C cross-border e-commerce contributes to consumer welfare while reduces social welfare.


cross-border e-commence;B2B;B2C;distribution channel;trade intermediary


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Total: 31 articles

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