融媒体视域下跨境电商文化策略与本土消费观念的互构

The Mutual Construction of Cross-Border E-Commerce Cultural Strategies and Local Consumption Concepts in the Perspective of Converged Media

摘要: 在全球数字消费深度融合的情境中，融媒体技术已重塑文化传播与消费实践。本文以跨文化传播与文化适应理论为框架，聚焦融媒体技术如何催化跨境电商文化策略与本土消费观念的动态互构过程。研究发现，跨境电商通过“符号化适配”“价值观柔性植入”与“仪式化场景再造”策略切入本土市场，其文化适配行为被融媒体的即时传播机制显著放大；而在国家媒介政策引导下，本土消费观念生成了制度性共识，文化自主意识持续增强。在此互构进程中，文化冲突日益显化为跨境商业摩擦的核心形态。因此，本文提出建立“文化安全预警系统”“国家战略导向型内容生产”以及“元叙事跨文化框架”的融合治理路径，倡导成立跨国共创内容实验室。融媒体在跨国消费场域的核心功能表现为“文化互构加速器”，并指出政策合规与文化数据的深度解析力将成为未来国际商业竞争的战略制高点。

Abstract: In the context of the deep integration of global digital consumption, the technology of integrated media has reshaped the practice of cultural dissemination and consumption. This paper, based on the framework of cross-cultural communication and cultural adaptation theory, focuses on how integrated media technology catalyzes the dynamic mutual construction process between the cultural strategies of cross-border e-commerce and local consumption concepts. The research finds that cross-border e-commerce enters the local market through strategies such as “symbolic adaptation”, “flexible value implantation”, and “ritual scene recreation”, and its cultural adaptation behaviors are significantly amplified by the real-time dissemination mechanism of integrated media. Under the guidance of national media policies, local consumption concepts have generated institutional consensus, and cultural autonomy awareness has continuously strengthened. In this mutual construction process, cultural conflicts have increasingly manifested as the core form of cross-border commercial frictions. Therefore, this paper proposes a governance path of “cultural security early warning system”, “strategically oriented national content production”, and “meta-narrative cross-cultural framework”, and advocates the establishment of a transnational co-creation content laboratory. The core function of integrated media in the cross-border consumption field is to act as a “cultural mutual construction accelerator”, and it is pointed out that policy compliance and the deep analytical power of cultural data will become the strategic high ground of future international business competition.