随着数字经济时代的到来,跨境电商逐渐兴起并正以独特的优势成为推动国际贸易发展的重要力量,而在技术创新的不断推动下,大数据的广泛应用也改变了跨境电商的商业形态,更加个性化的服务让企业和消费者都从中受益。在此背景下涌现了大量的跨境电商企业及平台,互联网技术的普及也让越来越多的消费者选择通过跨境电子商务平台进行网购,面对日益庞大的消费者规模,大数据在跨境电商的精准营销、物流、风险防范等多方面的应用都发挥了重要作用,帮助企业更好地找到适合的消费群体、提高客户的满意度以及运营的安全性。但伴随着大数据应用的不断深入和拓展,其也面临着数据安全难以保证、大数据难以挖掘利用等难题,这些难题也增加了企业的运营压力。本文基于该现状,分析了大数据在跨境电商中的应用措施和在国际环境、国内政策、企业自身方面存在的问题,并针对这些问题提出了相关建议。With the advent of the digital economy era, cross-border e-commerce has gradually emerged and is becoming an important force in promoting international trade development with its unique advantages. With the continuous promotion of technological innovation, the widespread application of big data has also changed the business form of cross-border e-commerce, and more personalized services have benefited both enterprises and consumers. In this context, a large number of cross-border e-commerce enterprises and platforms have emerged. The popularity of Internet technology has also enabled more and more consumers to choose cross-border e-commerce platforms for online shopping. In the face of increasing consumer scale, big data has played an important role in the application of cross-border e-commerce in precision marketing, logistics, risk prevention and other aspects, helping enterprises better find suitable consumer groups, improve customer satisfaction and operation
