数字经济背景下跨境电商企业品牌营销策略创新研究  

Research on Innovative Brand Marketing Strategies for Cross-Border E-Commerce Enterprises in the Context of the Digital Economy

作　　者：刘小维 李潇潇 Liu Xiaowei;Li Xiaoxiao(He University,Shenyang,Liaoning 110163)

机构地区：[1]辽宁何氏医学院,辽宁沈阳110163

出　　处：《中国商论》2024年第16期48-51,共4页China Journal of Commerce

摘　　要：近年来,随着消费升级,跨境电商企业的品牌意识逐渐增强,从以往的只注重打造爆款,逐渐转型成“品牌出海”。消费者对品牌及品质的重视程度不断提高,电商平台的口碑对用户的选择具有决定性影响。对于跨境电商企业而言,在打造自主品牌并进行营销时需要选对营销策略才能提升竞争力,提高自主品牌的知名度和影响力。随着数字经济的快速发展,跨境电商企业品牌营销策略面临着新的挑战和机遇。文章通过对数字经济背景下跨境电商企业品牌营销策略创新的研究,探讨了跨境电商企业品牌的发展,并提出了相应的营销策略创新建议。研究发现,数字经济为跨境电商企业品牌发展和企业品牌营销带来了新的机遇,如社交媒体的兴起、大数据的应用、数字技术的应用等。因此,跨境电商企业需要创新品牌营销策略,以适应数字经济的发展趋势,通过提高企业品牌知名度和用户参与度,实现可持续发展,同时有助于推动数字经济的健康发展,为经济社会的数字化转型做出贡献。In recent years,cross-border e-commerce companies have increasingly embraced brand awareness with the upgrade in consumer preferences.This shift has moved away from focusing solely on creating best-sellers to promoting"brand globalization."Consumers are placing greater emphasis on brand and quality,and e-commerce platforms'reputation has a decisive impact on their choices.For cross-border e-commerce companies,selecting the right marketing strategies is essential when developing and promoting their own brands to enhance competitiveness and increase brand recognition and influence.As the digital economy rapidly evolves,cross-border e-commerce companies face new challenges and opportunities.This paper examines innovative brand marketing strategies for cross-border e-commerce companies,exploring the development of these brands and providing corresponding suggestions for innovation in marketing strategy.The research fi nds that the digital economy presents new opportunities for brand development in cross-border e-commerce,such as the rise of social media,the application of big data,and the utilization of digital technologies.Consequently,cross-border e-commerce companies must innovate their brand marketing strategies to align with the trends of the digital economy.By enhancing brand awareness and user engagement,these companies can achieve sustainable development while contributing to the healthy growth of the digital economy and the digital transformation of the economic society.

关 键 词：数字经济 跨境电商企业 品牌营销 营销实质 技术赋能 数字赋能 

分 类 号：F752.62[经济管理—国际贸易]