跨境电商背景下中外品牌犯错研究

1北京理工大学珠海学院 2020 届本科生毕业论文跨境电商背景下中外品牌犯错研究跨境电商背景下中外品牌犯错研究摘 要跨境电商行业的蓬勃发展不仅有利于提高我国的国民经济，还极大地助推我国对外经济的发展，国家大力支持跨境电商行业向着更高、更快的方向发展。品牌犯错事件在跨境电商行业里司空见惯。跨境电商有进口贸易和出口贸易两种形式，出口贸易中涉及中国品牌与国外消费者，进口贸易中涉及中国消费者与国外品牌，提高对品牌犯错的应对能力，有助于中国跨境电商进出口贸易的发展，进而推动中国对外贸易的发展。本文回顾以往有关品牌犯错的研究，其中针对品牌犯错的补救研究大多都是从沟通策略、回应策略和投入策略方面来探讨，而未针对不同品牌犯错类型进行补救策略研究，通过不同类型的品牌犯错的典型案例，来具体分析品牌犯错发生的原因和造成的影响，从而得出企业对品牌犯错事件的补救措施，提高企业应对品牌犯错的能力。关键词：跨境电商；品牌犯错；品牌类型；补救措施2北京理工大学珠海学院 2020 届本科生毕业论文A study on the mistakes of Chinese and foreign brands in the context of cross-border E-commerceAbstractThe vigorous development of cross-border e-commerce industry is not only conducive to improving China's national economy, but also greatly promotes the development of China's foreign economy. The state strongly supports the cross-border e-commerce industry to develop in a higher and faster direction.Brand mistakes are common in cross-border e-commerce industry. There are two forms of cross-border e-commerce: import trade and export trade. The export trade involves Chinese brands and foreign consumers, and the import trade involves Chinese consumers and foreign brands. Improving the ability to deal with brand mistakes is conducive to the development of China's cross-border e-commerce import and export trade, and further to the development of China's foreign trade. This paper reviews the previous studies on brand mistakes, most of which focus on communication strategy, respons...