论文总字数：21690字

摘 要

随着中日双方关系的逐渐缓和，以及我国民众思想的不断开放，在舆论热点的推动下，越来越多的我国游客选择到日本旅游消费。受网络信息炒作因素影响，我国游客对日本商品质量卓越这一观念深信不疑，从而出现了大批量游客蜂拥日本各大免税店、百货、药店等地疯抢商品的现象，而轰动一时的“抢购马桶盖”则成为该现象的形象代言词出现在国人的视野。

从现象看本质，分析我国民众蜂拥日本抢购商品现象的特点，得出赴日消费的大多数基群为青年人，且赴日消费民众的资金实力并不一定足以支撑其在日疯狂消费，海外疯狂购物并不代表中国民众的实际经济能力的结论。中国商品在品质、服务、政府监管等与日本商品有着明显的差距，这是民众选择赴日购物的根本原因。当然由于日元贬值，也对民众赴日购物产生一定影响。

究其之根本，借鉴日本制造业成功之经验，我国企业为缓解目前尴尬的境地应提高产品质量进而加强品牌建设；注重技术研发为加速产业转型升级提供基础；优化流通环节并加强企业与消费者之间的沟通。与此同时，政府当倡导民众理性消费促进其提高消费安全意识；加强对国内营销环境管理进而鼓励企业突破创新；加大对国内产品质量监管力度且统一国内外标准。

关键词：日本商品；消费；购物

Analysis of the Phenomenon of Chinese People

Rush to Buy Goods in Japan

Abstract

With the China-Japan relations has cooling down of tensions and the minds of Chinese people now opening ,more and more people choose to Japan for leisure tours under the impetus of the public opinion .Meanwhile Chinese tourists who believes that the Japanese product with excellent quality ,for a while a large number of visitors were rushing to Japan’s duty free shops, shopping malls and pharmacies to snapped up a variety of Japanese products,In the meantime Chinese visitors snapped up the toilet cover make a hit all over the world .

In essence, according to the analysis and led us to the conclusion that Chinese citizens" trips to Japan are mostly young people,in additional they don’t have a certain economic strength to support consumption. However it doesn"t represent the actual economics of Chinese people Chinese goods compared with Japanese products have obvious gap in terms of quality , service and governmental supervision,that’s one of the essential reasons for people to snapping up . Owing to the devaluation of yen by contrast ,Japan has low tariffs which has some effects on Chinese people shopping in Japan.

Study of the fundamental, learning from the experience of Japanese manufacturing success, China"s manufacturing industry to alleviate the current embarrassing situation should improve product quality and further strengthen brand building; focus on technology research and development provides the basis for accelerated industrial restructuring and upgrading; optimize circulation and strengthen business and consumer communicator . Meanwhile, the government when citizens advocate rational consumption to promote its consumption to improve safety awareness; strengthening domestic marketing environment management and further encourage enterprises to break through innovation; to increase domestic product quality supervision and uniform international standards.

Keyword:Japanese Products;Consumption;Shopping

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1研究背景 1

1.2研究的目的和意义 1

1.3文献综述 1

1.4研究内容和方法 3

1.5技术路线 3

第二章 我国民众蜂拥日本抢购商品的现状 5

2.1蜂拥日本抢购商品现象 5

2.2蜂拥日本抢购商品现象的特点 5

2.2.1赴日人数增长特点 5

2.2.2 赴日民众性别年龄特点 6

2.2.3 赴日民众收入与消费特点 7

2.2.4 赴日民众消费项目特点 8

第三章 我国民众蜂拥日本抢购商品原因分析 9

3.1日本方面的原因 10

3.1.1日本商品质量好 10

3.1.2日本商品价格相对优惠 10

3.1.3日本商家服务优质 11

3.1.4日本政府对商品生产监管严格 11

3.2我国方面的原因 11

3.2.1我国商品质量低端 11

3.2.2我国商品价格“虚高” 11

3.2.3我国商家服务品质低劣 12

3.2.4我国政府对商品质量监管不力 12

3.2.5我国民众爱国意识薄弱 12

第四章 我国把居民消费留在国内的对策 13

4.1政府应采取的对策 14

4.1.1倡导民众理性消费 14

4.1.2鼓励企业突破创新 14

4.1.3加大对国内产品质量监管力度 14

4.2企业应采取的对策 14

4.2.1加强品牌建设 14

4.2.2加速产业转型升级 15

4.2.3优化流通环节 15

4.2.4加强企业与消费者之间的沟通 15

第五章 结论及展望 15

致 谢 16

参考文献 17

附 录 19

1.问卷调查表 20

第一章 绪 论

剩余内容已隐藏，请支付后下载全文，论文总字数：21690字