东南亚国家社交商务与非本土节日消费行为分析——以中国春节为例

在世界范围内,中国春节越来越受消费者欢迎,特别是东南亚消费者会在社交商务中参加中国春节活动。然而,现实中却存在一个矛盾的现象,即一些东南亚消费者春节期间热衷于购买中国商品,而春节过后却抵制中国商品。实证研究发现,东南亚消费者并未完全从态度上偏好中国春节和中国商品,只是出于社交商务的需要才参与中国春节和购买中国商品。东南亚消费者可区分为文化杂食型和节日身份型两个细分市场。其中,文化杂食型消费者包容并喜欢多元文化,会长期偏好中国节日和中国商品;节日身份型消费者仅在中国节日期间会参与中国节日和购买中国商品。这样的结论对指导中国企业实践具有重要价值,首先,为更好地响应“一带一路”倡议,应树立中国品牌意识,在“一带一路”沿线国家培育偏好中国文化和产品的朋友圈,转变消费者态度;其次,为更好地实施“走出去”战略,应在国际市场进行文化杂食和节日身份的细分,对文化杂食型消费者以文化为纽带培育其长期稳定的消费习惯,对节日身份型消费者通过营销策划刺激其消费;其三,为成功进入东南亚市场,对在东南亚运营的社交商务,应侧重培育消费者亲中国文化与产品的态度,并增加其使用社交商务平台的愉悦感。

The Analysis on Social Commerce in Southeast Asia and the Non-local Festival Consumption Behavior——Taking Chinese Spring Festival as the Example

In the world,Chinese Spring Festival is more and more popular with consumers,especially Southeast Asian consumers will participate in Chinese Spring Festival activities in social commerce.However,the reality shows us a contradictory phenomenon,that is,some Southeast Asian consumers are enthusiastic to buy Chinese goods during the Spring Festival,and boycott Chinese goods after the Spring Festival.Through empirical research,it is found that Southeast Asian consumers have not yet fully preferred Chinese Spring Festival and Chinese goods in terms of attitude,but only participated in Chinese Spring Festival and bought Chinese goods due to the convenience and practicality of social commerce.Southeast Asian consumers can be divided into two sub-markets:cultural omnivorous market and festival identity market.Cultural omnivore consumers are tolerant and like multi-culture,and will long prefer Chinese festivals and Chinese goods.Festival identity consumers will participate in Chinese festivals and purchase Chinese goods during Chinese festivals.According to the research findings,there are three suggestions made.First,Chinese enterprises should build brand awareness in countries along the Belt and Road,occupy the minds of consumers in the relevant countries and cultivate a circle of friends who prefer Chinese culture and products.Second,to better implement the“going out”strategy,Chinese enterprises should separate cultural omnivorous and festival identity,cultivate the long-term stable consumption habits for the culture omnivorous consumers,and use marketing planning to stimulate consumption of festival identity consumers.Third,to successfully enter the Southeast Asian market,Chinese enterprises should focus on cultivating the attitude of consumers to Chinese culture and products,and increase the pleasure of using social commerce platform.