Problems and Countermeasures for High-Quality Development of Cross-Border E-Commerce in the Digital Economy

数字经济作为新一轮科技革命的核心驱动力，正以颠覆性力量重构全球贸易格局。跨境电商作为数字经济与实体经济深度融合的典型业态，既是我国突破传统贸易壁垒的战略抓手，也是培育国际竞争新优势的关键领域。本文立足数字经济时代背景，系统梳理我国跨境电商在交易规模、企业数字化转型、产业模式创新等方面的发展现状，深入剖析法规滞后、物流低效、人才短缺、品牌弱势等突出问题，并从制度创新、技术赋能、人才培育、品牌升级四个维度提出针对性对策，旨在为构建具有全球竞争力的数字贸易生态提供理论参考与实践路径。As the core driving force of the new round of scientific and technological revolution, the digital economy is reconstructing the global trade landscape with subversive power. As a typical format of deep integration of the digital economy and the real economy, cross-border e-commerce is not only a strategic grasp for China to break through traditional trade barriers but also a key field to cultivate new international competitive advantages. Based on the background of the digital economy era, this paper systematically combs the development status of China’s cross-border e-commerce in transaction scale, enterprise digital transformation, and industrial model innovation, deeply analyzes prominent problems such as lagging regulations, inefficient logistics, talent shortage, and weak brands, and puts forward targeted countermeasures from four dimensions: institutional innovation, technological empowerment, talent cultivation, and brand upgrading. It aims to provide theoretical reference and practical paths for building a globally competitive digital trade ecosystem.