Research on the Realistic Dilemma and Path of SME Branding Construction Based on Cross-Border E-Commerce B2B Model

愈加激烈的国际竞争对中小企业品牌化建设提出了新的要求。跨境电商B2B模式为中小企业品牌化建设带来了机遇，其对于价值链升级、动态能力提升与生态效应发挥具有积极意义。然而，当下中小企业在资源有限性、品牌同质化与平台依附性三方面面临现实困境。针对面临的问题，应当发挥资源杠杆化优势、锚定品牌差异化定位，同时还要推动品牌生态化建构，以推动中小企业品牌化建设高质量发展。The increasingly fierce international competition has put forward new requirements for the brand construction of small and medium-sized enterprises. The B2B model of cross-border e-commerce has brought opportunities for the brand construction of small and medium-sized enterprises, which has positive significance for the upgrading of the value chain, the improvement of dynamic capabilities and the play of ecological effects. However, at present, small and medium-sized enterprises are faced with realistic difficulties in the limited resources, brand homogenization and platform dependency. In response to the problems faced, we should give play to the advantages of resource leverage, anchor the differentiated positioning of the brand, and promote the construction of the brand ecology, so as to promote the high-quality development of the brand construction of small and medium-sized enterprises.