文|极新 兔子

suizhehulianwang、dashuju、yunjisuan、qukuailiandengshuzijishudexunmengfazhan，shuzijingjidefazhanshishijieduiwaimaoyidexingejufashenglefantianfudidebianhua。woguoshishijieshangzuifadadeshuzijishujichusheshi，wanzhengdezhizaoyehefuwuyexitong，shishijieshangzuidadexiaofeishichang，shishuzijingjidedierdaqiangguo，fazhanxindeshuzimaoyiyouzhexianzhudeyoushi。

yuji，zhongguozai2035nianjianghuiyou50%dejinchukoumaoyitongguokuajingdianzishangwulaitixian。

shijishang，zaixingyenei，dianshangbeiyuwei“xinwaimao”，qigengjiaqiangdiaoshuzihuayunying、duandaoduanfuwu，yongchanpindiedaidefangshifunengyuchuantongqiyezhuanxing。zaizheigeguochengzhong，shengchanshang、gongyingshang、pifashang、fenxiaoshang、lingshoushang、xiaofeizhe、wuliu、jinrong、xinxijigouhezhengfujianguanjigouhuibeizhenghezhiquanlianlukuajingjiaoyipingtai，zaipingtaizhong，butongdeqiyeheshuzihuachangshangjiangchengxianchuduoyuanbingbaodejingzhenggeju。

01 外贸数字化的三大动力

xinshidaiyilai，waimaoyikaoxianshang/xiazhanhui、zhibo、3dkanchangyijiduanshipindengfangshituijinxiangguangongzuo，guojijian，maimaishuangfangzaizaixianhuadechangjingzhongdegoutongriyizengduo。zaishuzihuafangmian，wuliu、zhifu、tongguanhetuishuidengfangmiandenengliyezaizhubujiaqiang。

guoneishenhoudechanyejiqunshituidongwaimaoshuzihuadehexinyaosu。xinlingshou、xinjinrong、xinzhizao、xinwaimaodoushizaishuzihuajichushangjinxingdezhonggou，yezaojiuleyipizhuanyefuwuyucideshuzihuachangshang。

qici，zaiguonei，shuzihuaqiyezhengzaitongguoyixiliedeshuzihuagongju，bangzhushangjiazaituanduizujian、shangpinfabu、waimaojichupeixun、dianpuyunyingdengfangmiankaizhangongzuo。erzuizhongkeweishangjiatigongyizhengtaoyingxiaotixi，qizhongshejiweishangjiatigongpinpaijianshetuiguang、zhinengyingxiaoyijichangyujingxihuayunyingdefuwu。

zheizhongfuwutongchangyidashujuweiqieru，congmaijiadeshenfenpianhao、renhuochangdejingzhunpipei，jinerfuwutishengmaijiadecaigouhedaogouzhuanyexing，funengshangjiatuozhanxinshangji。

disan，zhongguojingjijuyouxiangdangchengduderenxing。wuliugongyinglianfangmian，jijingkaoyan。muqian，zaijizhuangxianghangyunyewufangmian，yizhongyuanhaikongweidaibiaodegongsizhengzaikuaisufazhan，weizhenggewaimaoxingyedaxialejianshijichu。

02 星火燎原的外贸数字化生态

zaizhongduozhongguoqiyezouxianghaiwaidechangjingzhong，shuzihuadejiangbenzengxiaoshuxingzaiyicidedaoleyongwuzhidi。

butongyuguoneidanyishichangdedanyizhidu，zaihaiwai，geguodemaoyihegui、caiwu、yinxing、shuiwudenghuanjingjiaozhiguoneifuzaxuduo。suoyi，shuzihuachangshangzaiqizhongyifangmianbanyanlechendiangongxushuangfanggoutong、jiaoyi、lvyue、fuwudengshujujinerzhuanhuaweiqiyexinyongzichanshuxing，lingyifangmian，haichengdanzheguoneiqiyegenghaodilejiewaiguoxiangguanqingkuangdegongneng，yizhiyurangguoneishangjiagenghaodichengxianshangjiashili、nenglihexinyu，bangzhushangjiagengyihuodemaijiaxinren、huoqugengduogengdadingdanhegengchongzudejinrongzhichi。

youyujutou、chuangyegongsizishenjiyindebutong，zaizheichangwaimaoshuzihuadebaigezhengliuzhong，gejiaqiyeyeyijuzishentiaojian，xiangshichangzhonggongjilebutongleixingdeshuzihuachanpin。

yishangshigongsierliusanweili，qiyikaodianziyoujianweiqiyechuhaitigongzuijichudetongxingongju，youxiaodilianjiekuajingkehugoutong、xunpan、xiadan、dakuandengquanlianludeyewu。qigongsidehexinjingzhenglizaiyu，tayongyouwanzhengdehaiwaifuwuqilianlu，bingyijileifengfudehaiwaiipziyuan，keyiyouxiaoguibituixin、diuxin、lahei、shoufayanchidengqingkuang，wendingzhichengwaimaoxingye、chuhaiqiyekaizhankuahaiyewu，zhulikuajingxinyetaigaosufazhan。

zaierp saaszhong，tigongleyizhanshiguanlixitong、jingxihuayunying、amz、fuwuzhongtaidenggongneng，daibiaoqiyeyoulingxing、yicang、jijia、mabang、tongtuerp、saihekeji、dianxiaomidenggongsi。

zaijixinsuoyanjiudegongyinglianhuanjiezhong，youchuxianlezhenduiyugongyinglianjiesuanyuguanli、cangkuguanli、wms、quanyewuzhouqidengchangjingdekuajingyi、zhuozhi、yidatong、xiaobenniaodenggongsi。

erzhenduiyudianshang，yeyouzhongduofuzhuxuanpinsaasqiye（rujungle scoutjiangge、yuguokuajing、sorftimedeng），zheixieqiyeketigongskuxuanpin、jingpinfenxijigenzong、qudaofenliudengfuwu，jinyibuchongshilewaimaodianshangshengtaideshuzihuagongju，weikehuqiyedailaigengduoxuanze。

03 企业营销仍旧方兴未艾

keguanshang，muqianwoguoqiyezhengzaichuyuwaimaozhuanxingjieduan。pinpaijingzhengjinrubairehuajieduan，hulianwangyingxiaodejiejuefanganyezaipinghuadihewaimaoxingyejiegui。zaizheigejieduanzhong，yingxiaoxuqiurengranchuyuzhudaodiwei。

zaijixinsuokandaodequshizhong，suizhehulianwangxiangguanrencaikaishiyuelaiyueduodizouxiangwaimaoqiyehou，shuzihuayingxiaozai2bhe2cxingyejianderenzhichajuyezaizhujiansuoxiao。gaozhiliangdeneirongheliuliangsiweikaishiqudaigugeseo、ppcguanggaohuogrowth hackeryunyingfangshi。

zaizhuliushuzihuaqiyedechanpinzhongkeyifaxian，muqiankehuqiyedejingyansilufashenglesandazhuanbian：jicongmailiuliangzhuanbianweijingyingliuliangsiwei；congxuanzepingtaizhuanbianweigoujianpingtaihecongweidapingtaigongxianshujuzhuanbianweiqiyeyifangleijishuju。

yeyinci，zaiwaimaosaasxingyezhongchuxianzhenduiyuwaimaoguanli、haiwaikehuguanli、waimaoyitihuadexiaomankeji、futongtianxia、fumengdenggongsi。

muqian，haiwaishuziyingxiaolingyuzhengzaijijiyongbaojishudiedai。qizhong，ai saaskejichengqiyefuwuxingyezhongduozhongjishugongneng，jiaqiangyonghuzaiduoyuanhuachanpinzhongdeshiyongtiyan；smart searchingjishuketigongkuasousuopingtaisemyuseozhinengliandongyouhuasuanfa；social crossingyibanliyongjiaochashihaiwaishemeizhinengshujuzhuaquyuzhenghejishu；erdata perspective engineheintelligent guidancezefenbietigongkuapingtaishujushishitoushiyinqingheshangyeshujuzhinengyindaogongneng。

yixieqiyedechanpinhaikeduigemeijieziyuanjinxingyouxiaode”quyubendihuaquanzhongbiaoqian“sheding，zhinengyindaoyonghuwanchengzaibutongquyudechayihuameijiexuanzecelvesheding。

youci，qiyewangzhan、yingxiaoqudao、shejiaomeiti、sousuoyinqing、crmkehuguanli、youxiang、xianxiazhanhuidenggegedulidexitongbeiyiyidatong，jiejueleyingxiaoduixiangbujingzhun、yingxiaoshujubuhutong、yingxiaochengbenjugaobuxia、yingxiaoguanlixiaolvdixiadengwaimaoqiyeyingxiaoguochengzhongdezhongzhongtongdian。

结语

keyishuo，yiqiandewangluo，doushizaixiaofeizhe，erzaijiexialaide5dao10niannei，wangluojianghuizaichuizhilingyugenshendigu，zhongxingoujianzhenggechanyelianhejiazhilian。weilai，wangluojianghuiheqitachanyequfenkailai，bianchengchuizhifunengjutixingyedeliqi。

qiyedeshuzihuashiyizhongbukenizhuandequshi，danshishuzihuadeyingxiangqueshifeichangguangfande，baokuoleyingxiao、xiaoshou、kehu、fuwu、shengchandengduogefangmian。

mingxiandequshishi，shouxianlaiziguoneidechanyeshengji，jiguoneiqiyezouchujiandaochazhigu，jiezhuwaimaoshuzihuadazaozishengongyinglianhepinpainengli，jinerchongjigaofujiazhilingyu；dier，suizhekuajingwuliu、kuajingyingxiaohekuajingjinrongdebuduanronghe，guoneiqiyeheshijiejingjideyicundujianghuijixujiashen，shuzihuamaoyizuizhongjiangyindaoqiyehuodexinshidaixiadeqiyehexinjingzhengli；disan，shujubihuankaishicongguoneideyunshu、shengchan、liutonghuanjieyanzhanzhihaiwai，jinerdatonghaiwaizhifu、huokeheyingxiaoshuju，dajianchuquanqiushuzihuajiaoyiwang。

zongeryanzhi，waimaoshuzihuasuodaozhidequanqiumaoyixingejuzhengzaixingcheng。zailangchaozhixia，womenyezhengzaikandao，yijingyouxiangdangduodeqiyezhengzaichangshiyongbaoyuci。