海外购物热的动因、影响与对策

Motivations,Effects and Countermeasures of Overseas Purchasing Fever

价格差异并非是导致海外购物热的唯一原因。居民消费升级,"符号消费"日益旺盛,而国内制造业却缺乏创新精神,竞争力不足,这必然导致消费外流。海外购物热对我国经济社会发展将产生深远影响,即倒逼国内制造业、质量标准升级等。吸引海外消费回流应重塑消费者对中国制造的信心:一方面国家优化市场环境,激发企业创新潜能;另一方面企业回归商业本质,重整品牌战略,充分满足消费者需求。

The price difference is not the only reason for overseas purchasing fever. With residents＇ consumption upgrade and ＂symbol consumption＂increasing while domestic manufacturing industry lacking of innovation and competitiveness,it lead to consumption outflow inevitably. Overseas purchasing fever will have a significant effect on economic and social development of china which forces domestic manufacturing industry to upgrade their quality standards. To attract the feedback of overseas consumption,consumers＇ confidence in Chinese manufacturing should be reshaped. On the one hand,the marketing environment should be optimized to stimulate innovation potential of enterprises; on the other hand,enterprises should return to the nature of commerce,reshuffle their brand strategies to meet customers＇ needs fully.