“双循环”新发展格局下电商的品牌国际化研究

Research on Brand Internationalization of E-Commerce under the New Development Pattern of “Dual-Circulation”

摘要: 随着经济全球化的推进，电商品牌国际化成为破解国内电商市场饱和困局和推动电商行业深化发展的必由之路。作为深化电商行业发展的重要方式，电商品牌国际化是“双循环”新发展格局下推动经济高质量发展的重要驱动力，对我国经济发展有重要意义。鉴于此，本文结合“双循环”新发展格局的时代特征对我国电商品牌国际化展开分析，从法律和政策差异、品牌国际化人才不足、物流体系建设薄弱以及文化差异和风俗习惯等方面深入探究我国电商面临的现实困境，并针对性提出了相应的对策建议。

Abstract: With the development of economic globalization, the internationalization of e-commerce brand has become the only way to solve the problem of saturation of domestic e-commerce market and promote the deepening development of e-commerce industry. As an important way to deepen the development of e-commerce industry, e-commerce brand internationalization is an important driving force to promote high-quality economic development under the “double-cycle” new development pattern, and is of great significance to China’s economic development. In view of this, this article unifies the characteristics of “double cycle” the new development pattern to analyze the internationalization of e-commerce brand in China, probes into the realistic predicament faced by e-commerce in our country from the aspects of legal and policy differences, the shortage of talents in brand internationalization, the weak construction of logistics system, cultural differences and customs, etc., and puts forward the corresponding countermeasures and suggestions.