文化差异对跨境电商营销策略的影响

The Influence of Cultural Differences on the Marketing Strategy of Cross-border E-commerceThe Influence of Cultural Differences on the Marketing Strategy of Cross-Border E-commerceAbstractWith the continuous development and advancement of trade globalization, more and more Chinese enterprises are participating in the international market. Especially in recent years, China's 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 Imain 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 II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...