“双十一”助力中国品牌出海  

To Improve the Efficiency of Chinese Brands Expand the Overseas Market with the Assistant of “Online Shopping Spree”

作　　者：成健[1] 满力帅 

机构地区：[1]河北经贸大学,河北石家庄050061

出　　处：《对外经贸》2018年第2期40-42,共3页FOREIGN ECONOMIC RELATIONS & TRADE

摘　　要："双十一"购物节在国内热度逐年增加,成交额屡创新高。2017年中国品牌借助"双十一"出海,但遇到清关及物流时间较长、售后服务方便性不足、品牌形象不高等问题。在对中国品牌借助"双十一"出海背景、现状与问题分析的基础上,提出相应对策,以提升中国品牌借助"双十一"拓展海外市场的效率。＂Online shopping spree＂in the domestic market increased year by year, the turnover has been constantly innovating. In 2017,＂ Online shopping spree＂ began to help Chinese brands to expand overseas markets. But Chinese brands also have some problems when they expand overseas markets with the assistant of ＂Online shopping spree＂ , For example, customs clearance and logistics have more time, the convenience of after - sales service is insufficient, Brand image is not high etc. On the basis of the analysis the background, current situation and problems of the Chinese brand with the assistant of＂ Online shopping spree＂, put forward the countermeasures for Chinese brand with the assistant of ＂Online shopping spree＂. To improve the efficiency of Chinese brands expand the over- seas market with the assistant of ＂Online shopping spree＂.

关 键 词：“双十一” 中国品牌 海外市场 品牌形象 

分 类 号：F279.23[经济管理—企业管理]