中国跨境电商基于文化差异的品牌塑造策略

——以在美国市场的发展为例

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中图分类号：F724.6;F274 文献标识码：A 文章编号：1671-9247（2025）01-0022-04

Brand Shaping Strategies of Chinese Cross-Border E-commerce Enterprises Based on Cultural Differences： Taking Their Development in the United States as an Example

WEN Yaofang

（InternationalStudiesSchool，Ma'anshan TeachersCollege，Ma'anshan243O41，Anhui，China）

Abstract： Thisstudytakes the brand building ofChinesecross-border e-commerce enterprises intheUS marketas theresearch objectanddiscsss theinfuenceofcultualactorsonbrandbuldingandcoespodngstrategiesfromtheperspectiveofcultur aldifferences.BasedonHofstede’sculturaldimensiontheory，thispapercompares thediferencesbetween ChinaandtheUnited States inindividualism，uncertaintyvodane，powerdistaneandlong-teandsort-temorientation，andfinds tatthecultur aldiffrencessignificantlyafectbrandcognitionandconsumerbehavior.Throughcaseanalysis，thispaperputsforwardkestrate giessuchasbrandpesonalization，professonalism，iovationandimmediateesponsetomphasiingtheclarityofbandcoe values，theideniationofdietiatigfacts，teonstuctiofossultualtasdteioatieapliatiofigial marketing，withtheaimofguidingenterprisestoaccuratelytargetconsumers，enhanceband influenceandachievelong-tedevelopment.

Key words：cross-border e-commerce;cultural dimension theory;values orientation theory; brand-building Strateg

随着全球化进程的推进，跨境电商迅速兴起，并成为全球商业的关键组成部分。（剩余8850字）