摘 要：
近年来，跨境电商愈来愈受到重视，一方面可以预见到，其成为新的全球贸易增长点的潜力；另一方面，其发展也对商务模式、供应链管理、消费者行为等研究工作提出了崭新的问题和挑战。而作为新型的技术应用，人工智能（AI）的加入为跨境电商开创了新的可能性。“一站式”的功能和流量中枢是跨境电商AI超级应用的重要特点。本研究结合实证分析方法，以国内四家主要跨境电商平台为例，研究其在AI应用的演化路径。研究发现，从单一功能向功能一站式的演进，是跨境电商AI超级应用的第一阶段；而随着AI技术的深入整合，跨境电商超级应用逐步演化为流量中枢。这种演化模式使得AI可以更加深入地挖掘消费者需求，同时也优化了商家的运营效率。最后，本研究将提出未来跨境电商AI超级应用的发展趋势和挑战，对推动跨境电商研究和业界实践有重要的启示与指导作用。
关键词：跨境电商；人工智能；超级应用
Abstract:
In recent years, cross-border e-commerce has garnered increasing attention. On one hand, its potential to become a new growth point for global trade is foreseeable; on the other hand, its development has also posed novel questions and challenges for research in business models, supply chain management, consumer behavior, and other areas. As a new type of technological application, the integration of artificial intelligence (AI) has opened up new possibilities for cross-border e-commerce. "One-stop" functionality and a traffic hub are important characteristics of AI super applications in cross-border e-commerce. This study, employing an empirical analysis approach, takes four major domestic cross-border e-commerce platforms as examples to investigate their evolutionary paths in AI application. The research finds that the evolution from single-function to one-stop functionality marks the first stage of AI super applications in cross-border e-commerce. As AI technology is further integrated, these super applications gradually evolve into traffic hubs. This evolutionary model enables AI to more deeply mine consumer demands while also optimizing the operational efficiency of merchants. Finally, this study proposes the future development trends and challenges of AI super applications in cross-border e-commerce, offering significant insights and guidance for advancing research and industry practices in the field.
Keywords: Cross-border e-commerce; Artificial intelligence; Super application
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