【摘要】：在我國(guó)經(jīng)濟(jì)持續(xù)增長(zhǎng)及國(guó)民收入相應(yīng)提高的背景下,居民消費(fèi)需求也在不斷升級(jí),逐漸從基本溫飽需求轉(zhuǎn)變?yōu)閷?duì)于生活更高品質(zhì)、更安全、更多元化的追求。受到我國(guó)消費(fèi)市場(chǎng)巨大潛力的吸引和貿(mào)易政策刺激,境外商品通過(guò)各種形式蜂擁而入;而跨境游和出國(guó)留學(xué)的發(fā)展讓我國(guó)消費(fèi)者進(jìn)一步接觸境外低價(jià)高質(zhì)的境外商品,消費(fèi)者對(duì)于境外商品的需求大幅度上升�；ヂ�(lián)網(wǎng)技術(shù)不斷發(fā)展,為消費(fèi)者提供了多元化的渠道購(gòu)買境外商品,包括國(guó)內(nèi)大型商場(chǎng)、出境旅游、個(gè)人代購(gòu)、境外購(gòu)物網(wǎng)站購(gòu)買(即海淘)、國(guó)內(nèi)跨境電商及其它途徑等。國(guó)內(nèi)跨境電商平臺(tái)相對(duì)于其他購(gòu)買境外商品渠道更易受到政府部門相應(yīng)的監(jiān)督,能夠?qū)οM(fèi)者提供更有保障的商品和服務(wù)。目前,國(guó)內(nèi)跨境電商的發(fā)展仍處于初期階段,未成為消費(fèi)者跨境購(gòu)物消費(fèi)的首要選擇。國(guó)內(nèi)跨境電商平臺(tái)想要獲得更好的發(fā)展,必須迎合消費(fèi)者的需要,獲得消費(fèi)者的支持和肯定。本文梳理了我國(guó)消費(fèi)者跨境購(gòu)物渠道的發(fā)展原因和現(xiàn)狀,并重點(diǎn)研究了國(guó)內(nèi)跨境電商的發(fā)展和問(wèn)題,利用2016年全國(guó)30個(gè)省共413個(gè)調(diào)研樣本數(shù)據(jù),分析影響消費(fèi)者是否選擇國(guó)內(nèi)進(jìn)口型跨境電商平臺(tái)購(gòu)物的主要因素。結(jié)合國(guó)內(nèi)領(lǐng)先的跨境電商平臺(tái)案例天貓國(guó)際案例的分析和研究,為跨境電商的發(fā)展提供有效建議,以便跨境電商平臺(tái)更好的迎合消費(fèi)者的需要。文末對(duì)跨境電商未來(lái)的發(fā)展進(jìn)行了展望。根據(jù)以上研究,本文針對(duì)跨境電商的發(fā)展提出相關(guān)完善建議:(1)企業(yè)須加強(qiáng)對(duì)海外商品來(lái)源渠道監(jiān)督和管理,保證平臺(tái)正品率。(2)企業(yè)應(yīng)努力增加商品SKU數(shù)量,豐富平臺(tái)商品體系。(3)企業(yè)應(yīng)迎合年輕人的需要,營(yíng)銷和商品選品走向年輕化。(4)企業(yè)須進(jìn)一步優(yōu)化消費(fèi)流程,努力向國(guó)內(nèi)電商消費(fèi)體驗(yàn)看齊。(5)政府應(yīng)加大監(jiān)督管理力度,規(guī)范我國(guó)進(jìn)口型跨境電商行業(yè)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.
【學(xué)位授予單位】：南京農(nóng)業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6;F125;F713.55

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