天猫国际母婴产品进口现状及发展对策研究

北京理工大学珠海学院 2020 届本科生毕业论文天猫国际母婴产品进口现状及发展对策研究天猫国际母婴产品进口现状及发展对策研究摘 要伴随着消费升级和政策红利的刺激，我国跨境电子商务进入一个高速发展期；同时，消费主力过渡至 80、90 后这一婚育主体和经济主体。在自身较为超前的消费理念和国家二胎政策全面开放、经济水平逐步提高等多重因素刺激下，跨境母婴用品进口成为跨境电商行业的代表之一，面临前所未有的发展机遇。由于母婴用品的特殊性，购买群体对母婴用品的品质和是否正品等因素尤为重视。本文通过浅析跨境进口电子商务现状，以天猫国际平台作为代表，结合相关文献，并通过问卷调查和 SPSS 分析法，探讨跨境母婴用品进口电商的发展现状、所存在的如物流、品质、购物体验等问题并给出相应的解决措施，期望以小见大，从而更为细致地了解母婴用品跨境电子商务这一领域，为这一行业发展提供参考和借鉴意义。关键词：母婴跨境电商；天猫国际；品质；物流；售后北京理工大学珠海学院 2020 届本科生毕业论文Research on the Current Situation and Development Strategy of Maternal and Child Supplies Import by Tmall InternationalAbstractWith the stimulus of consumption upgrading and policy dividend, China's cross-border e-commerce has entered a period of rapid development. At the same time, the main consumer transition to the generation after 80s and 90s, the main body of marriage and education.Stimulated by multiple factors such as self-consumption concept, national two-child policy and economic level, the cross-border import of maternal and infant products has become one of the representatives of the cross-border e-commerce industry and is facing unprecedented development opportunities.Because of the particularity of maternal and infant products, the purchasing group attaches great importance to some aspects such as the quality of maternal and infant products.In this article, through analysis of the present situation of electronic business to Tmall international platform as a representative,...