电商平台中民族特色商品的跨文化营销策略研究

Research on Cross-Cultural Marketing Strategies for Ethnic Featured Products in E-Commerce Platforms

摘要: 随着电商的快速发展，民族特色商品的线上交易日益频繁，但其跨文化营销面临诸多挑战。本研究通过网络民族志、案例分析和问卷调查等方法，深入探讨民族特色商品在电商平台中的跨文化营销特征及障碍，并构建了“文化转译–场景适配–信任共建”策略模型。研究发现，民族特色商品的文化属性是其跨文化营销的核心，但电商平台的去语境化和算法推荐机制容易导致文化扁平化，消费者对商品的文化价值认知不足。此外，跨文化交易中的信任建立也面临诸多问题，如质量评估困境、物流风险以及平台规则与民族文化之间的矛盾等。为此，研究提出三级文化转译机制(原生语境记录、功能语境转换、消费语境适配)，通过短视频、图文叙事、审美创新等方式还原文化深度；同时构建“文化背书人 + 跨文化客服”的双轨信任体系，以人格化权威与双语沟通缓解交易不确定性。研究建议平台优化算法权重、引入文化干预机制，并为民族地区电商化、乡村振兴及民族文化活态传承提供理论工具与实践路径。

Abstract: With the rapid development of e-commerce, online transactions of ethnic featured products are becoming increasingly frequent, but their cross-cultural marketing faces many challenges. This study uses methods such as online ethnography, case analysis, and questionnaire surveys to deeply explore the cross-cultural marketing characteristics and obstacles of ethnic featured products in e-commerce platforms, and constructs a “cultural translation scene adaptation trust co-construction” strategy model. Research has found that the cultural attributes of ethnic featured products are the core of their cross-cultural marketing, but the de contextualization and algorithmic recommendation mechanisms of e-commerce platforms can easily lead to cultural flattening, resulting in insufficient consumer awareness of the cultural value of the products. In addition, trust building in cross-cultural transactions also faces many problems, such as quality assessment dilemmas, logistics risks, and conflicts between platform rules and ethnic culture. To address these issues, the study advances a three-tier cultural translation mechanism (original-context recording, functional-context reframing, consumer-context tailoring) that restores cultural depth through short videos, narrative visuals and aesthetic innovation. It also constructs a dual-track trust system of “cultural endorsers + cross-cultural customer service” that leverages personalized authority and bilingual communication to mitigate transaction uncertainty. The paper recommends that platforms re-weight their algorithms and introduce cultural-intervention mechanisms, while offering theoretical tools and practical pathways for the e-commercialization of ethnic regions, rural revitalization and the living transmission of ethnic cultures.