INNOVATIVE DEVELOPMENT OF CROSS-BORDER E-COMMERCE BASED ON GREEN SUPPLY CHAIN MANAGEMENT

With the continuous expansion of the scale of China's logistics industry, green logistics has become the transformation and development goal of logistics enterprises. Under the traditional logistics industry model, there have been many problems, such as high cost, information asymmetry and resource waste. Starting with the concept and application principles of green supply chain, this paper analyses how to integrate green supply chain into all links of logistics industry chain and the problems in the operation of green logistics. This paper explores the path of innovative development of e-commerce enterprises from the perspective of green supply chain, and puts forward the method of introducing the concept of green environmental protection into the management decision-making of logistics industry. E-commerce enterprises can promote e-commerce enterprise innovation with the help of green logistics management talents with the goal of realising both economic benefits and efficient resource allocation from product production to product recycling. Vulnerable e-commerce enterprises are encouraged to enter the low-end cross-border market and bypass the technical barriers of highly competitive enterprises. E-commerce enterprises should use new information technology to realise green and intelligent innovation of cross-border logistics, and optimise the service process from product production to consumption, so as to solve the inherent problems existing in the traditional logistics industry chain.