Analysis of the Current Situation and Development Path of Digital Culture Empowering Cross-Border E-Commerce

在全球贸易环境复杂多变的背景下，我国跨境电商展现出显著的发展韧性和增长潜力，其中数字文化的影响不容忽视。数字文化正在改变全球跨境电商的生产、流通和消费方式，在技术、内容、IP方面的赋能更提升了跨境电商平台的跨文化服务能力，但也产生了亟待解决的新问题。对此，文章从加强社会协同合作、建立情感纽带和文化共鸣、完善知识产权保护制度三方面提出对策建议，以期为推动数字文化更好赋能跨境电商提供助益。Against the backdrop of a complex and ever-changing global trade environment, China’s cross-border e-commerce has demonstrated significant development resilience and growth potential, with the influence of digital culture not to be ignored. Digital culture is changing the production, circulation, and consumption patterns of global cross-border e-commerce. The empowerment of technology, content, and IP has further enhanced the cross-cultural service capabilities of cross-border e-commerce platforms, but it has also generated new problems that urgently need to be solved. In this regard, the article proposes countermeasures and suggestions from three aspects: strengthening social collaboration and cooperation, establishing emotional bonds and cultural resonance, improving the intellectual property protection system, in order to provide assistance for promoting digital culture to better empower cross-border e-commerce.