基于阿里巴巴国际站155家茶企跨境电商运营数据,构建了由经营基础、风险抵御能力和恢复能力组成的茶企跨境电商经营韧性评价体系,并运用熵值法测度韧性水平,进而基于单因素方差分析比较了我国四大茶区间的差异。研究发现：（1）茶企跨境电商经营韧性存在显著企业异质性,经营基础综合得分明显高于风险抵御能力和恢复能力,但韧性结构仍不均衡。（2）风险抵御能力是当前茶企跨境电商经营韧性的主要短板,企业普遍存在产品结构单一、优质产品储备不足、对单一产品依赖度较高等问题。（3）经营基础与风险抵御能力均未表现出显著区域差异,茶企跨境电商经营能力差异是影响韧性的主要来源。（4）恢复能力呈现区域分化趋势,其中江北茶区和华南茶区在高质量流量获取与市场修复方面表现相对较好,动态市场响应能力正逐渐成为茶企跨境电商经营韧性差异的重要来源。未来应通过强化数字化运营能力建设、优化产品结构体系、提升流量运营与市场响应能力,以及完善跨境电商公共服务体系等措施,推动茶企跨境电商经营韧性持续提升。
Abstract
Based on operational data from 155 tea enterprises on the Alibaba International Station, this study constructed an evaluation system for the operational resilience of tea enterprises engaged in cross-border e-commerce, consisting of operational foundation, risk resistance capacity and recovery capacity. The entropy weight method was employed to measure resilience levels, and one-way analysis of variance (ANOVA) was used to examine differences across tea regions. The results show that: (1) There was significant heterogeneity in the operational resilience of tea enterprises engaged in cross-border e-commerce. The comprehensive score of operational foundation score was considerably higher than the risk resistance capacity and recovery capacity scores, whereas the resilience structure remained unbalanced. (2) Risk resistance capacity was the primary weakness of current operational resilience. Most enterprises suffered from undiversified product portfolios, insufficient reserves of high-quality products, and excessive dependence on a limited number of core products. (3) No significant regional differences were observed in either operational foundation or risk resistance capacity, indicating that differences in cross-border e-commerce operational capability among enterprises are the primary source of resilience variation. (4) Recovery capacity has begun to exhibit regional divergence. Tea enterprises in the Jiangbei and South China tea regions performed relatively better in acquiring high-quality traffic and recovering from market fluctuations, suggesting that dynamic market responsiveness is becoming an increasingly important source of differences in operational resilience. Based on these findings, future efforts should focus on strengthening digital operational capabilities, optimizing product portfolios, enhancing traffic management and market responsiveness, and improving the public service system for cross-border e-commerce to continuously enhance the operational resilience of tea enterprises.
关键词
跨境电商 /
茶叶企业 /
经营韧性 /
区域差异
Key words
cross-border e-commerce /
tea enterprises /
operational resilience /
region differences
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基金
中国农业科学院科技创新工程（1610212025001、CAAS-ZDRW202420、1610212026006）; 现代农业产业技术体系（CARS-18)
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