跨境电商奢侈品市场规模进口市场消费回流 国际经济和贸易专业.docx

摘要随着跨境电商的大规模普及，我国各类商品零售服务行业相继展开了市场变革活动。从我国大陆（港澳台不被包含在内）的奢侈品零售行业发展看，跨境电商的出现使消费者享受到了极致性价比和优质的消费购物体验，颠覆了以往大陆奢侈品零售市场的发展轨迹。本文开门见山对研究意义和背景阐述，随后对国内外现有相关文献厘清。其次，对我国奢侈品品牌跨境进口电子商务应用进行了平台总体情况介绍,阐述了我国奢侈品品牌跨境进口电子商务的主要内涵、范围及其定义、平台服务类型和应用特征。第三,文章从扩大市场规模、降低市场交易成本、增加市场交易风险三个不同方面深入分析了我国跨境平台电子商务对国内国际奢侈品交易市场的作用机理及程度。第四，着手对中国跨境购物电商对境内知名奢侈品品牌进口中国市场的影响特征以及事实分析研究。本部分从高端奢侈品消费行业、企业两个不同层面角度入手,在对国内高端奢侈品消费市场受中国跨境商贸电子商务作用程度分析时，以相关实例和统计数据为支撑。立足于行业视角，对于奢侈品品牌销售和美妆品牌销售来说，跨境电商的兴起意义重大。立足于企业视角，奢侈品企业的原始企业价格体系和原始品牌战略定位均被跨境电商所颠覆，促进奢侈界大品牌企业开启中国官方海外电子商务的发展道路。之后，对中国大陆奢侈品类中的化妆品进口市场进行回归分析，使用Eviews软件建立多元线性回归模型，对影响奢侈品进口市场规模总量的五个因素（国民可支配收入、中国奢侈品消费的境内市场在境内外市场中的占比、境内外奢侈品价差、跨境电商在奢侈品行业的渗透率和交易成本）进行定性和定量分析，从中得出相应结论。最后,建立在上文分析之上，本文以中国跨境消费电商战略为大背景，切实为中国奢侈品品牌方制定战略规划提出策略，以期能够推动奢侈品电商一体化经营不断深化。不仅如此，本章认为中国政府部门在其中扮演着宏观调控者的角色，应适当的推出相关政策，为中国奢侈品市场消费资本回流提供助力。笔者认为，跨境零售电商行业向电商行业化整改是大势所趋。作为第三方电商平台，跨境零售电商在中国奢侈品零售市场中投放传统电商服务形式。对此，奢侈品牌方或奢侈品生产企业应做到与时俱进，对自身数字化品牌运营管理能力有效增强。而政府则应把握电商行业化契机，大力支持引导中国消费者的回流。关键词：跨境电商；奢侈品；市场规模；进口市场；消费回流AbstractWiththe1arge-sca1epopu1arizationofcross-bordere-commerce,a11kindsofretai1serviceindustriesinChinahave1aunchedmarketreformactivities.Fromtheperspectiveofthedeve1opmentof1uxuryretai1industryinmain1andChina(HongKong,MacaoandTaiwanarenotinc1uded),theemergenceofcross-borderE-commercemakesconsumersenjoytheu1timatecostperformanceandhigh-qua1ityconsumptionandshoppingexperience,overturningthedeve1opmenttrackofthepreviousmain1and1uxuryretai1market.Thispaperstartswiththesignificanceandbackgroundoftheresearch,andthenc1arifiestheexisting1iteratureathomeandabroad.Second1y,thispaperintroducesthegenera1situationofthep1atformforcross-borderimporte-commerceof1uxurybrandsinChina,andexpoundsthemainconnotation,scopeanddefinition,servicetypesandapp1icationcharacteristicsofcross-borderimporte-commerceof1uxurybrandsinChina.Third1y,thepaperana1yzesthemechanismanddegreeofthecross-borderp1atforme-commerce,simpactonthedomesticandinternationa11uxurygoodsmarketfromthreedifferentaspects:expandingthemarketsca1e,reducingthemarkettransactioncostandincreasingthemarkettransactionrisk.Fourth,itstartstoana1yzetheimpactofChinesecross-bordershoppinge-commerceontheimportofdomesticwe11-known1uxurybrandsintotheChinesemarket.Thispartstartsfromtwodifferent1eve1sofhigh-end1uxuryconsumerindustryandenterprises,andana1yzestheimpactofChina'scross-bordere-commerceonthedomestichigh-end1uxuryconsumermarket,supportedbyre1evantexamp1esandstatistica1data.Basedontheindustryperspective,theriseofcross-bordere-commerceisofgreatsignificancefor1uxurybrandsa1esandbeautybrandsa1es.Basedontheperspectiveofenterprises,theorigina1enterprisepricesystemandtheorigina1brandstrategicpositioningof1uxuryenterprisesaresubvertedbycross-bordere-commerce,whichpromotesthe1uxuryindustry'sbigbrandenterprisestoopenthedeve1opmentpathofChina'sofficia1oversease-commerce.Afterthat,regressionana1ysiswasconductedonthecosmeticsimportmarketin1uxurygoodsinmain1andChina.Mu1tip1e1inearregressionmode1swereestab1ishedbyEviewssoftware,whichhadfivefactorsaffectingthetota1vo1umeof1uxuryimportmarket(thenationa1disposab1eincome,thedomesticmarketshareofChina's1uxuryconsumptioninthedomesticandforeignmarkets,the1uxurypricedifferencebetweentheChinesemain1andandtheoverseasmarket).Throughqua1itativeandquantitativeana1ysisofthepenetrationrateandtransactioncostofcross-bordere-commerceinthe1uxuryindustry,correspondingconc1usionsaredrawn.Fina11y,basedontheaboveana1ysis,thispapertakesChina'scross-borderconsumere-commercestrategyasthebackground,andputsforwardstrategiesforChina's1uxurybrandstoformu1atestrategicp1ans,soastopromotethecontinuousdeepeningoftheintegratedoperationof1uxurye-commerce.Moreover,thischapterbe1ievesthatChinesegovernmentdepartmentsp1aythero1eofmacro-contro1,andshou1dintroduceappropriatepo1iciestohe1pthereturnofconsumercapita1inChina,s1uxurymarket.Theauthorbe1ievesthatthecross-borderretai1e-commerceindustrytoe-commerceindustryrectificationisthegenera1trend.Asathird-partye-commercep1atform,cross-borderretai1e-commercep1acestraditiona1e-commerceservicesinChina's1uxuryretai1market.Inthisregard,1uxurybrandsor1uxurymanufacturersshou1dkeeppacewiththetimesandeffective1yenhancetheirowndigita1brandoperationandmanagementcapabi1ities.Thegovernmentshou1dgrasptheopportunityofe-commerceindustria1ization,andvigorous1ysupportandguidethereturnofChineseconsumers.Keywords:Cross-bordere-commerce;1uxury;Marketsize;Importmarket;Returnofconsumption目录摘要IAbstractII目录V1弓I言11.1 研究背景11.2 研究意义21.2.1 理论意义21.2.2 现实意义21.3 研究方法31.3.1 理论分析法31.3.2 案例分析法31.3.3 定性和定量分析法31.4 论文框架和技术路线31.4.1 论文框架31.4.2 技术路线51.5 论文可能的创新与不足之处51.5.1 可能的创新之处51.5.2 不足之处62文献综述62.1 关于跨境电商的发展现状的研究62.2 关于跨境电商对于国际贸易的影响研究62.3 奢侈品相关研究综述72.3.1 国内相关研究72.3.2 国外相关研究72.4 奢侈品行业跨境电商发展现状的研究综述83奢侈品类跨境电商概述93.1 内涵及范围界定93.2 平台类型93.2.1 垂直型奢侈品类跨境电商平台93.2.2 综合型奢侈品类跨境电商平台93.3 特征分析103.3.1 低价优势为最大竞争优势IO3.3.2 发展获国家政策支持I13.3.3 缺乏品牌官方授权，难获消费者信任124跨境电商对境内奢侈品进口市场影响的机理分析134.1 扩大奢侈品市场规模134.2 降低奢侈品市场交易成本