“她经济”视域下女性电子商务消费主要问题及对策研究

Research on the Main Issues and Countermeasures of Female E-Commerce Consumption from the Perspective of “Her Economy”

摘要: “她经济”是围绕着女性理财、消费而形成的特有的经济圈和经济现象。电子商务领域在“她经济”的助推下发展前景光明，但也存在着些许问题。运用文献资料法对“她经济”视域下女性电子商务消费市场的发展现状、存在的主要问题进行分析，发现存在着商品质量与安全问题，价格不透明与虚假促销，售后服务不到位，个人隐私与信息安全问题等问题。为了更好地推动“她经济”与电子商务领域的深度融合，应以加强商品质量与安全监管，规范价格策略与促销行为，完善售后服务体系，强化隐私保护与信息安全为抓手，各主体应形成合力，更好地促进女性用户电子商务消费的良性发展。

Abstract: “Her Economy” is a unique economic circle and phenomenon formed around women’s finance and consumption. The development prospects of e-commerce are bright with the help of “her economy”, but there are also some problems. Using the method of literature review, this paper analyzes the current development status and main problems of the female e-commerce consumption market from the perspective of “her economy”. It is found that there are problems with product quality and safety, opaque prices and false promotions, inadequate after-sales service, personal privacy and information security. In order to better promote the deep integration of “her economy” and the field of e-commerce, efforts should be made to strengthen product quality and safety supervision, standardize pricing strategies and promotional behaviors, improve after-sales service systems, strengthen privacy protection and information security. All parties should work together to better promote the healthy development of female users’ e-commerce consumption.