跨境进口电子商务零售卖家竞争战略分析——以天猫国际为例  

Analysis on competition strategy of B2C import cross-border E-commerce seller: As an example of www Tmall hk

作　　者：张旋璇 曹国华[1] 

机构地区：[1]重庆大学经济与工商管理学院,重庆400044

出　　处：《重庆大学学报（社会科学版）》2018年第1期46-57,共12页Journal of Chongqing University(Social Science Edition)

基　　金：国家自然科学基金项目"制度环境;公司财务政策选择和动态演化研究"(71232004);中央高校基本科研业务重大自主项目"基于期权博弈视觉的大小非减持研究"(CDJSK1001);重庆大学金融实验项目"金融大数据与海量信息分析应用"(2013JGSYJX005)

摘　　要：以跨境进口电子商务零售企业竞争战略为研究对象,从天猫国际中筛选了纸尿裤、奶粉和面膜三类畅销品大部分卖家的销量和销售额作为因变量样本,以Fudenberg的声誉优先理论、Porter的成本领先理论为基础,综合了现有国内外研究学者对电子商务研究的成果,筛选出12个自变量指标,利用OLS回归对销量和销售额的影响程度进行分析,研究结果显示大部分指标对于因变量的解释作用显著。基于此,分别对纸尿裤、奶粉和面膜三大类跨境进口零售爆品的卖家提出了声誉优先、声誉优先加成本领先策略,以及声誉优先加物流优势的战略模式。研究结果可以协助跨境零售卖家更好地分析市场并制定合理的战略模式,具有现实意义。Based on competition strategy of B2 C import cross-border E-commerce, this paper chooses almost all sellers 'sales and revenue in three kinds of best selling goods as dependent variable, and 12 explanatory variables based on reputation priority theory from Fudenberg and cost leading strategy from Porter.Then, it uses OLS regression method to analyze the impaction of explanatory variables on sales and revenue.The results of research show that most of the explanatory variables are significant to the independent variable.So the paper puts forward reputation priority strategic mode, reputation priority plus pricing strategy, reputation priority plus logistics strategy to diapers, milk powder and the mask sellers respectively. The research results can help cross-border retailers analyze the market more reasoningly, make better and more reasonable strategic mode, has a good practical significance.

关 键 词：进口跨境电子商务 B2C 声誉优先 成本领先 物流优势 

分 类 号：F752.61[经济管理—国际贸易] F724.6[经济管理—产业经济]