Discussing the SWOT Development Strategy of Cross-border E-commerce in Macao Using Elite Interview Method ——Based on the Experience of Zhejiang Province and Guangdong Province

In the era of the digital economy, e-commerce has become a new means of economic expansion for our country. Cross-border e-commerce, as a novel business format and model of international trade, has not only garnered substantial backing from the government, but it has also indirectly contributed significantly to the restructuring of the company structure. While there is still much potential for expansion, Macao is presently engaged in large industrial diversification explorations and has significant advantages in the development of cross-border e-commerce. To have a thorough grasp of how cross-border e-commerce has evolved on the mainland, this study conducted a total of 22 interviews with elites in four cities (districts), namely Yiwu City in Zhejiang Province, Guangdong-Macao In-Depth Cooperation Zone in Hengqin in Zhuhai City, and Nansha District in Guangzhou City. The following four recommendations are made for the growth of cross-border e-commerce in Macao using the SWOT analysis approach and the real-world circumstances of the city: 1. Digital intelligence and policy support 2. Regional division of labor talent cultivation 3. Give full play to Macao’s unique advantages 4. Cooperate to build an industrial platform.