国内跨境电商平台消费者购物影响因素研究

发布时间：2019-04-12 18:04

【摘要】：在我国经济持续增长及国民收入相应提高的背景下,居民消费需求也在不断升级,逐渐从基本温饱需求转变为对于生活更高品质、更安全、更多元化的追求。受到我国消费市场巨大潜力的吸引和贸易政策刺激,境外商品通过各种形式蜂拥而入;而跨境游和出国留学的发展让我国消费者进一步接触境外低价高质的境外商品,消费者对于境外商品的需求大幅度上升。互联网技术不断发展,为消费者提供了多元化的渠道购买境外商品,包括国内大型商场、出境旅游、个人代购、境外购物网站购买(即海淘)、国内跨境电商及其它途径等。国内跨境电商平台相对于其他购买境外商品渠道更易受到政府部门相应的监督,能够对消费者提供更有保障的商品和服务。目前,国内跨境电商的发展仍处于初期阶段,未成为消费者跨境购物消费的首要选择。国内跨境电商平台想要获得更好的发展,必须迎合消费者的需要,获得消费者的支持和肯定。本文梳理了我国消费者跨境购物渠道的发展原因和现状,并重点研究了国内跨境电商的发展和问题,利用2016年全国30个省共413个调研样本数据,分析影响消费者是否选择国内进口型跨境电商平台购物的主要因素。结合国内领先的跨境电商平台案例天猫国际案例的分析和研究,为跨境电商的发展提供有效建议,以便跨境电商平台更好的迎合消费者的需要。文末对跨境电商未来的发展进行了展望。根据以上研究,本文针对跨境电商的发展提出相关完善建议:(1)企业须加强对海外商品来源渠道监督和管理,保证平台正品率。(2)企业应努力增加商品SKU数量,丰富平台商品体系。(3)企业应迎合年轻人的需要,营销和商品选品走向年轻化。(4)企业须进一步优化消费流程,努力向国内电商消费体验看齐。(5)政府应加大监督管理力度,规范我国进口型跨境电商行业秩序。
[Abstract]:Under the background of China's sustained economic growth and the corresponding increase of national income, the consumer demand of residents is also constantly upgrading, gradually changing from the basic food and clothing needs to the pursuit of higher quality of life, safer and more diversified life. Stimulated by the huge potential of China's consumer market and trade policies, foreign goods flock in through various forms; With the development of cross-border travel and study abroad, Chinese consumers are more exposed to low-cost, high-quality overseas goods, and consumers' demand for overseas goods has greatly increased. The continuous development of Internet technology provides consumers with a variety of channels to purchase overseas goods, including large domestic shopping malls, outbound tourism, personal purchasing agents, overseas shopping websites (i.e. overseas shopping), domestic cross-border e-commerce and other channels. Domestic cross-border e-commerce platforms are more easily monitored by government departments than other channels to buy foreign goods and provide more secure goods and services to consumers. At present, the development of domestic cross-border e-commerce is still in the initial stage, and has not become the primary choice for consumers to spend on cross-border shopping. In order to achieve better development, domestic cross-border e-commerce platform must meet the needs of consumers, obtain the support and affirmation of consumers. This paper reviews the reasons and current situation of the development of cross-border shopping channels for consumers in China, and focuses on the development and problems of domestic cross-border e-commerce, using 413 sample data from 30 provinces across the country in 2016. Analyze the main factors that affect whether consumers choose domestic imported cross-border e-commerce platform shopping. Based on the analysis and research of the international case of Tmall, a leading cross-border e-commerce platform in China, this paper provides effective suggestions for the development of cross-border e-commerce, so that the cross-border e-commerce platform can better meet the needs of consumers. At the end of this paper, the future development of cross-border e-commerce is prospected. Based on the above research, this paper puts forward some suggestions for the development of cross-border e-commerce: (1) Enterprises should strengthen the supervision and management of overseas commodity sources to ensure the product rate of the platform. (2) Enterprises should strive to increase the number of commodity SKU. Enrich the platform commodity system. (3) Enterprises should cater to the needs of young people, marketing and commodity selection to become younger. (4) Enterprises should further optimize the consumption process. (5) the government should step up supervision and management to standardize the order of imported cross-border e-commerce industry in China.
【学位授予单位】：南京农业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F125;F713.55

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