“双十一”购物节背后的经济学原理研究  

Research on the Economic Principles Behind the “Double 11” Shopping Festival

作　　者：朱德熠 ZHU De-yi(College of Marxism,Nanjing Forestry University,Nanjing 210037,China)

机构地区：[1]南京林业大学马克思主义学院,南京210037

出　　处：《经济研究导刊》2021年第26期104-106,共3页Economic Research Guide

摘　　要：“双十一”购物节经过十余年的发展,其成交额从最初的5200万元,增长到2012年的191亿元,到2016年的1207亿元,再到2018年的2135亿元。这些数据背后存在什么样的资本逻辑,又是利用了什么原理?以资本的角度看,双十一就像是每年一度的排位赛,可以给每位消费者的智商和阶级定序,从而让资本可以从消费者手中获取更多的利润;同时,双十一也是一种形式的成本欺诈和社会福利倒退。After more than ten years of development,the turnover of the“double 11”Shopping Festival increased from 52 million yuan in the first place to 19.1 billion yuan in 2012,120.7 billion yuan in 2016 and 213.5 billion yuan in 2018.What kind of capital logic exists behind these data and what principles are used?From the perspective of capital,double eleven is like an annual qualifying competition,which can give each consumer’s IQ and class order,so that capital can make more profits from consumers;at the same time,double 11 is also a form of cost fraud and social welfare retrogression.

关 键 词：“双十一”购物节 经济原理 数据分析 

分 类 号：F276[经济管理—企业管理] F724.6[经济管理—国民经济]