跨境电子商务广告营销研究
Research on Cross-Border E-Commerce Advertising and Marketing
DOI: 10.12677/ecl.2025.1451551, PDF,    科研立项经费支持
作者: 徐一唯：江苏大学管理学院，江苏 镇江；徐伟幸：江苏大学能源与动力工程学院，江苏 镇江
关键词: 跨境电商；广告营销；互联网技术；Cross-Border E-Commerce； Advertising Marketing； Internet Technology
摘要: 随着全球化和互联网技术的快速发展，跨境电子商务(Cross-border E-commerce, CBEC)已成为国际贸易的重要组成部分。广告营销作为促进跨境电商销售增长的重要手段，正经历快速变革。本文分析了跨境电商广告营销的发展现状，探讨中国在该领域的政策支持，回顾相关文献，剖析当前中国跨境电商广告营销面临的主要问题，并提出相应的对策建议，以期为行业发展提供参考。
Abstract: With the rapid development of globalization and Internet technology, Cross-border E-commerce (CBEC) has become an important part of international trade. Advertising marketing, as an important means to promote the growth of cross-border e-commerce sales, is undergoing rapid change. This paper analyzes the development status of cross-border e-commerce advertising marketing, discusses China’s policy support in this field, reviews relevant literature, analyzes the main problems currently faced by cross-border e-commerce advertising marketing in China, and puts forward corresponding countermeasures and suggestions, in order to provide reference for the development of the industry.
文章引用：徐一唯, 徐伟幸. 跨境电子商务广告营销研究[J]. 电子商务评论, 2025, 14(5): 2498-2503. https://doi.org/10.12677/ecl.2025.1451551

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