Research on Cultural Marketing Strategies of Cross-Border E-Commerce from a Cross-Cultural Perspective

在经济全球化深入推进与数字经济蓬勃兴起的时代背景下，跨境电商产业作为国际贸易的新形态，呈现出迅猛发展态势。近年来，得益于技术创新与市场拓展的双重驱动，中国跨境电商产业已成为世界市场上的重要经济力量。然而，由于各国家或地区间存在的文化、制度及政策差异，跨文化挑战成为我国跨境电商产业在制定营销策略时面临的一大难题。为此，本文从跨文化传播学理论视角出发，聚焦国际间多元差异，深入剖析当前我国跨境电商在文化营销领域面临的现实困境。为有效应对挑战并寻求突破之道，本文进一步提出相应的营销策略，包括文化适应性营销策略、品牌特色化建设策略、技术驱动发展策略，以期为我国跨境电商的文化营销提供参考，推动我国跨境电商产业的良性发展。In the context of the deepening of economic globalization and the booming of the digital economy, the cross-border e-commerce industry, as a new form of international trade, is showing a rapid development trend. In recent years, driven by the dual impetus of technological innovation and market expansion, China’s cross-border e-commerce industry has become an important economic force in the global market. However, due to the differences in culture, institutions and policies among different countries and regions, cross-cultural challenges have become major problems faced by China’s cross-border e-commerce industry in formulating marketing strategies. Therefore, starting from the theoretical perspective of cross-cultural communication, this paper focuses on the international diversities and deeply analyzes the current practical dilemmas faced by China’s cross-border e-commerce in the field of cultural marketing. In order to effectively address the challenges and seek ways to break through, this paper further proposes corresponding marketing strategies, including cultural adaptability marketing strategy, brand-characteristic construction strategy and technology-driven development strategy, in the hope of providing theoretical and practical references for the cultural marketing of China’s cross-border e-commerce and promoting the sound development of China’s cross-border e-commerce industry.