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日本跨境电商乐天因其特别的经营管理模式,使其成为日本现在的最大网上零售商。日本消费者最主要光顾的网络平台为乐天、亚马逊、雅虎三大平台。其中乐天平台是最受消费者青睐的,占全部网购的70%,成为日本第一网购平台。本文主要研究了日本电商企业乐天的经营管理模式,旨在为正在发展的我国跨境电商企业提供可资借鉴的经验,为我国外贸行业的转型发展贡献微薄之力。
Japanese cross-border e-commerce Rakuten has become Japan’s largest online retailer because of its special management model. Japanese consumers the most patronize the network platform for Lotte, Amazon, Yahoo three platforms. One Lotte platform is the most favored by consumers, accounting for 70% of all online shopping, becoming Japan’s first online shopping platform. This paper mainly studies the operation and management mode of Japan’s e-commerce company Lotte, which aims to provide reference for the developing cross-border e-commerce enterprises in our country and make contributions to the transformation and development of China’s foreign trade sector.