随着跨境电商新模式的不断出现，选择合适的商业模式成为商家和自贸区发展需首要解决的问题，也是影响消费者体验的关键。从消费者体验的角度，对比分析了常见的5种跨境电商模式在产品、物流服务、售后服务和操作便利性4个维度的优缺点，发现传统海淘商品种类丰富但购物流程复杂；直邮和海外购模式购物流程简单且购物风险较小，但物流成本高且无售后服务；进口直采和自贸区模式的物流费用低且售后服务有保障，但库存管理困难、商品种类相对较少。建议消费者优先选择操作简单且售后服务有保障的进口直采和自贸区模式，商家可根据自身和平台的特点选择电商模式，自贸区可综合利用各模式的优势并鼓励和支持各模式共同发展。%Choosing the best E⁃commerce mode has become the first problem to sellers, FTA ( Free trade Area) and customers. Based on customer experience, this paper compared the advantages and disadvantages of five cross⁃border E⁃commerce models at product, logistics, after⁃sale service and convenience. The finding is that the traditional Hitao or the general overseas purchase has richest selection of products but complicated buying process, buying by direct delivery or in global store is simple in purchase and low in shopping risks, but high for logistics cost and difficult to get after⁃sale service;direct import and FTA has lowest logistics cost and good after⁃sale service, but limited selection of goods and tough inventory management. We therefore suggest that customers should buy on direct import and FTA as first selection to get its simple operation and good service, sellers should base on their business natures and platform resources to choose the buying channels, and FTA should take advantages of all models and support their development.
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