跨文化传播视角下的跨境电商品牌传播策略研究
Research on Brand Communication Strategy of Cross-Border E-Commerce under the Perspective of Cross-Cultural Communication

本研究旨在探讨跨文化传播视角下跨境电商品牌的传播策略，分析其在全球化与本土化协同中的核心挑战与优化路径，为跨境电商品牌提升跨文化适应能力与传播效能提供理论支持与实践参考。通过文献分析、案例研究与跨文化传播理论框架，对相关国际品牌的传播实践进行深度剖析，并基于霍夫斯泰德文化维度理论，提出文化适配策略模型。研究发现，跨境电商品牌需通过文化融合定位、内容本地化、多模态传播及危机公关机制，实现跨文化品牌认同。文化差异、消费者认知偏差及文化冲突是主要挑战，而深度文化调研、跨文化符号应用与多模态叙事是优化传播效果的关键路径。跨文化传播策略的成功依赖于品牌对目标市场文化的精准适配与动态调整。
This study aims to explore the communication strategies of cross-border e-commerce brands under the perspective of cross-cultural communication, analyze their core challenges and optimization paths in the synergy of globalization and localization, and provide theoretical support and practical references for cross-border e-commerce brands to enhance their cross-cultural adaptation ability and communication effectiveness. Through literature analysis, case studies and cross-cultural communication theoretical framework, the study analyzes the communication practices of related international brands and proposes a model of cultural adaptation strategy based on Hofstede’s theory of cultural dimensions. It is found that cross-border e-commerce brands need to achieve cross-cultural brand identity through cultural integration positioning, content localization, multimodal communication and crisis public relations mechanism. Cultural differences, consumer cognitive bias and cultural conflicts are the main challenges, while in-depth cultural research, cross-cultural symbols and multimodal narratives are the key paths to optimize communication effects. The success of a cross-cultural communication strategy depends on the brand’s accurate adaptation and dynamic adjustment to the culture of the target market.