Research on the Coordination Mechanism and Improvement Strategy of the Business Model from China's Export Cross-border E-commerce - - Based on the Theory of Coevolution

As a new business model of e-commerce,export cross-border e-commerce has a great significance to promotesustainable development of domestic economy and meet the demands of foreign consumers. With rapid development of export cross-border e-commerce in recent years, many problems occur that hinder its development, such as shortage of relevant professionals and lack of the innovation on business model. The main reason is that the export cross-border e-commerce has attracted numerous participants, who prefer to enhance their competitiveness by any means to maximize their self-interest without considering the long-term development on a "win-win" basis. Thus, this article proposes that the participants can overcome their difficulties and gain the win-win goal by mutual benefits and mutual constraints based on the theory of coevolution, so as to promote the quick development of export cross-border e-commerce.