In recent years, with the improvement of Internet infrastructure and the construction of a global logistics network, cross-border e-commerce has entered a stage of rapid development, and the scale of transactions has been expanding, becoming a vital force in the development of my country’ s foreign trade. As a major coastal economic province in my country, Guangdong Province has taken the lead in developing cross-border e-commerce by virtue of policy dividends, location advantages and its own sound foreign trade foundation, and has achieved remarkable achievements. Although the development space of cross-border e-commerce in Guangdong Province is good and the momentum is strong, as an emerging e-commerce model, its development is not smooth sailing, and there are still some hidden worries under the appearance of prosperity. From the perspective of healthy and sustainable development, Guangdong cross-border e-commerce should face up to its lack of independent brands in the international market, imperfect cross-border e-commerce logistics system, insufficient policy guidance strategies, imperfect payment system, and professional cross-border e-commerce talents. This paper will propose corresponding optimization measures based on these problems, in order to improve the development level of cross-border e-commerce in Guangdong Province, and provide certain inspiration for the development of cross-border e-commerce in other provinces in my country.

Ⅰ. The Development Status of Cross-Border E-Commerce in GuangdongProvince
Ⅱ. Problems Existing in The Development of Cross-Border E-Commerce inGuangdong Province
    1. Insufficient Independent Brands in the International Market
    2. The Cross-Border E-Commerce Logistics System Is Not Perfect
    3. Insufficient Government Guidance Strategy
    4. The Payment System Is Not Perfect and There Are Online Frauds
    5. Professional Cross-Border E-Commerce Talent Shortage
Ⅲ. Optimization Measures for the Development of Cross-Border E-Commercein Guangdong Province
    1. Strengthen Brand Building
    2. Optimizing the Cross-Border Logistics System
    3. Optimizing the Policy Guarantee System
    4. Improve the Payment System and Reduce Transaction Risks
    5. Government-Enterprise-School Alliance, Focusing on Cultivating Cross-BorderE-Commerce Talents
Ⅳ. Conclusion
Reference
ABSTRACT

• Miao Yu(Doctoral Student, Department of Global Food Service Management, Woosuk University)
• Gong Fan(Doctoral Student, Department of Global Food Service Management, Woosuk University) Corresponding author