文化差异对跨境电商营销策略的影响(英文版).docVIP

PAGE II The Influence of Cultural Differences on the Marketing Strategy of Cross-Border E-commerce Abstract With the continuous development and advancement of trade globalization, more and more Chinese enterprises are participating in the international market. Especially in recent years, Chinas cross-border e-commerce industry is also developing rapidly, so cross-border e-commerce practitioners will face more and more consumers from all over the world. In the process of international trade, cultural differences and conflicts will arise due to the different social and living environments, which will lead to problems in communication and understanding. Therefore, international trade will be constrained and threatened. Based on the overview of the cross-border e-commerce industry, this paper expounds its development status and future development trend, and then describes the restricted factors and difficulties faced by cross-border e-commerce participants, drawing out the cultural differences between China and the west. Then it expounds the main influence of cultural differences from the psychological and behavioral aspects on the marketing strategies of cross-border e-commerce so as to improve the effectiveness and efficiency of cross-border marketing. Therefore, it is of great significance to study cross-border e-commerce marketing strategies under different cultural backgrounds. Keywords: cross-border e-commerce, marketing strategy, cultural differences 文化差异对跨境电商营销策略的影响 摘 要 随着贸易全球化进程的不断发展和推进，我国越来越多的企业参与到“走出去”的行列当中。尤其是近几年来，我国的跨境电商行业也在快速发展，因此跨境电商从业者将面对着越来越多的来自世界各国的消费者。在贸易交往过程中，由于双方地处不同的社会和生活环境，在贸易交往过程中会因文化上的差异产生冲突，在沟通和理解上会有问题，贸易往来也因此受到约束，带来了巨大的挑战。 本文基于跨境电商行业的概述，阐述其发展现状和未来发展趋势，再者写出跨境电商的受限因素和面临的困境，引出中西文化差异。从心理和行为上阐述文化差异对跨境电商营销策略的主要影响，并进一步提出文化差异下应当采取的跨境电商营销策略,从而提高跨境营销的有效性，提高营销活动整体质量目标。因此研究不同文化背景下的跨境电商营销策略具有十分重要的现实意义。 关键词：跨境电商；营销策略；文化差异 Contents Abstract Ⅰ 摘 要 Ⅱ TOC \o 1-3 \h \z \u Introduction 1 1 Overv