为了挖掘中非跨境电子商务发展的本源,明晰该领域的影响因素,构建其成功发展路径,以期为企业成功推进中非跨境电子商务发展,为后续中非跨境电子商务贸易理论和实践研究提供些参考。文章通过对已经成功在非洲开展跨境电子商务贸易的14家企业的访谈,获取一手资料,运用扎根理论的编码方法进行分析。研究结果表明,影响中非跨境电子商务贸易的主要因素有7个方面,即市场因素、用户因素、企业因素、平台因素、支付因素、物流因素、政策因素,其中市场因素是驱动因素,用户因素、企业因素是主导因素,平台因素、支付因素、物流因素是支持因素,政策因素是保障因素。根据各影响因素的融合性和互补性,文章构建了企业成功开展中非跨境电子商务贸易的发展路径,即通过市场调研,聚焦用户需求；结合自身资源,提升企业能力；聚焦企业现状,入驻目标平台；优化物流与支付,提升配套能力。

In order to explore the origin of the development of cross-border e-commerce between China and Africa, clarify the influencing factors in this field, and construct its successful development path, this paper provides some references for enterprises to successfully promote the development of cross-border e-commerce between China and Africa, and for the subsequent theoretical and practical research of cross-border e-commerce between China and Africa. Based on the interviews with 14 enterprises that have successfully carried out cross-border e-commerce trade in Africa, this paper obtains first-hand information and analyzes it by using theScoding method ofSGrounded Theory methodologyS. The results show that there are seven main factors affecting the cross-border e-commerce trade between China and Africa, namely market factor, user factor, enterprise factor, platform factor, payment factor, logistics factor and policy factor. Among them, market factor is the driving factor, user factor and enterprise factor are the leading factor, platform factor, payment factor and logistics factor are the supporting factor, and policy factor is the guarantee factor. According to the integration and complementarity of various influencing factors, this paper constructs the development path for enterprises to successfully carry out cross-border e-commerce trade between China and Africa, that is,Sfocusing on user needs through market research; improving enterprise competitiveness by combining with their own resources; selecting and settling in the corresponding target platform according to the enterprise current situation, and; improving supporting capabilities by optimizing logistics and payment.

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陕西省社会科学基金项目“我国跨境电子商务面向丝绸之路经济带的持续贸易促进研究”（项目编号：2019S037）