跨境电商赋能民族特色产品提升竞争力研究——以苗绣为例

Study on Cross-Border E-Commerce Empowering Ethnic Characteristic Products to Enhance Competitiveness—A Case Study of Miao Embroidery

摘要: 随着跨境电商的快速发展，民族特色产品在原有国际市场布局的基础上，正迎来更具竞争力的拓展机遇。本研究以苗绣为例，基于波特价值链模型与文化创意产业生态系统理论，探讨跨境电商如何赋能民族特色产品提升竞争力。通过分析苗绣的文化价值、市场现状及跨境电商平台的运营模式，研究发现跨境电商能够有效降低交易成本、拓宽销售渠道、增强品牌国际影响力，并通过数字化营销策略精准对接海外消费需求。同时，研究也指出民族特色产品在跨境电商发展中面临的挑战，如文化认知差异、物流效率及知识产权保护等问题。最后，本文提出通过政策支持、产业链整合与文化IP打造等策略，进一步发挥跨境电商的赋能作用，为民族特色产品的国际化发展提供参考。

Abstract: With the rapid development of cross-border e-commerce, ethnic characteristic products are embracing more competitive opportunities for expansion based on their existing international market layout. Taking Miao Embroidery as an example, this study explores how cross-border e-commerce empowers ethnic characteristic products to enhance their competitiveness based on Porter’s value chain model and the theory of cultural and creative industry ecosystem. By analyzing the cultural value of Miao Embroidery, its market status, and the operation modes of cross-border e-commerce platforms, the study finds that cross-border e-commerce can effectively reduce transaction costs, expand sales channels, enhance the international influence of brands, and accurately connect with overseas consumer demands through digital marketing strategies. Meanwhile, the study also points out the challenges faced by ethnic characteristic products in the development of cross-border e-commerce, such as differences in cultural cognition, logistics efficiency, and intellectual property protection. Finally, this paper puts forward strategies including policy support, industrial chain integration, and cultural IP development to further exert the empowering role of cross-border e-commerce, providing references for the international development of ethnic characteristic products.