China's original cross-border e-commerce policy cannot adapt to the development of transaction modes;and because of the implementation problem concerning supervision,the new policy introduced in 2016 cannot be fully implemented. Difficulty in the design of cross-border e-commerce policy is that we have to consider such goals as promoting domestic and international market linkages,safeguarding fair competition,and supporting the development of e-commerce. And these goals correspond to the main concepts of trade policy,competition policy,and industrial policy,respectively.Based on the inspections and comparisons of international experience,the author tries to propose an approach to balance the multiple goals and form a concerted policy effort.In general,the establishment of a market with fairer competition should be regarded as the direction of policy improvement. On the one hand,the"policy dividend"exclusive to cross-border e-commerce should be promoted to a wider range;on the other hand,the traditional trade companies should be encouraged to achieve technology updates and model innovation. In this process,more functional industrial policies are needed;and direct interventions that are prone to complex effects should be reduced.The author also believes that we should be cautious when pursuing a single policy that includes multiple goals,and multiple policies may be adopted in a coordinated and balanced approach. Besides,being careful on institutional design at the implementation level will help to increase the acceptability of policy introduction.%中国原有的跨境电商政策无法适应交易模式的发展,而2016年针对进口电商出台的"新政"又因为监管细节落实的问题而难以全面实施.跨境电商政策设计的难点在于需要同时考虑促进国内国际市场联动、维护公平竞争以及支持电商领域发展等多重目标,它们分别对应着贸易政策、竞争政策和产业政策的主要理念.在考察、比较国际经验的基础上,提出平衡多元目标、形成政策合力的思路和途径.总体上,应将建立更公平的市场竞争环境作为政策完善的方向,一方面推动跨境电商专享的"政策红利"在更大范围推广,另一方面促进传统贸易企业实现技术更新与模式创新.在这一过程中,需要更多地采取功能性产业政策,减少容易产生复杂效果的直接干预措施.同时,对追求单一政策包含多重效果的做法保持慎重,使多项政策能够相互配合;注重实施层面的制度设计,提高政策导入时的可接受度.
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