Research On The Influence Factors Of Pricing Of B2C Bonded Imported Goods And Their Mechanism Of Action

In recent years,the cross-border electricity business has developed rapidly in our country.Since 2013,the government has improved the recognition of cross-border electricity development,which led electronic commerce gradually to the industrialization and the development of the cluster size,and the cross-border electricity business turnover reached 7.5 trillion yuan in 2017.At present,B2B is still the main mode in China's cross-border e-commerce market.However,from the perspective of commercial value and profit space,B2C model develops more rapidly.There are some large B2C companies in China,such as NetEase Koala,Tmall international,JD global shopping,etc.In the choice of B2C import mode,in order to improve the efficiency of logistics and consumer experience level,more and more electric business platform choose bonded import mode that means domestic merchants in advance purchase goods overseas and transport the goods to domestic bonded warehouse by the international transportation.After the consumer finish the order payment though internet,the goods are submitted to consumers by domestic transport.There are many types of B2C bonded imported goods in China,and the largest number of products sold in 2017 are cosmetics and mother-baby products.Under the mode of B2C bonded imports,domestic pricing of imports affected by many factors,mainly summarized as cost factor,market supply and demand and the exchange rate factors,cost factors including import prices,storage costs,transportation costs and import taxes.Through theoretical analysis and empirical analysis,this paper concluded that the cost factors are the important to domestic pricing,specifically,including import prices and transport costs directly affect the domestic pricing,import taxes and fees caused by the change of demand will affect the domestic pricing.Under the action of market,the factors of supply and demand affect the domestic pricing.At the same time,the domestic price and supply and demand also has interaction in each other.Exchange rate changes directly impact on import price,and then affect the domestic pricing.In the end,according to the various factors affecting the analysis on the mechanism of the domestic pricing,put forward relevant suggestions to domestic B2C bonded import merchants,including enhancing pricing ability,adjust product structure,improve customer satisfaction and the foreign exchange market system and so on.