数字经济驱动下跨境电商赋能文化国际叙事的机理与路径

Mechanisms and Pathways of Cross-Border E-Commerce Empowering International Cultural Narratives under the Drive of the Digital Economy

摘要: 在数字经济背景下，跨境电商已成为推动全球贸易结构重塑的重要力量，其依托平台化运营与技术创新实现了产业联动和商业模式升级。在这一过程中，跨境电商不仅承担着经济增长的功能，更展现出赋能文化国际叙事的独特价值：平台资源的整合优势提升了文化产品的全球传播潜能，多元化消费需求推动了文化商品价值效应的凸显，数字交易场景则为跨文化交流开辟了新的实践空间。然而，跨境电商文化传播实践仍面临诸多挑战，如国际规则差异带来的市场准入壁垒、品牌竞争力不足导致的文化认同困境，以及传播语境差异引发的交流风险。因此，亟需通过优化本土化运营策略、升级品牌叙事体系以及持续推动数字技术创新，增强跨境电商的市场适配力、文化传播力与渠道韧性，从而为文化国际叙事提供更加坚实的现实支撑与战略路径。

Abstract: In the context of the digital economy, cross-border e-commerce has become a vital force in reshaping global trade structures, leveraging platform-based operations and technological innovation to achieve industrial integration and business model upgrading. In this process, cross-border e-commerce not only fulfills the function of driving economic growth but also demonstrates unique value in empowering cultural international narratives: the integration advantages of platforms enhance the global dissemination potential of cultural products; diversified consumer demand highlights the value effect of cultural commodities; and digital transaction scenarios open up new spaces for cross-cultural communication. However, the practice of cultural communication through cross-border e-commerce still faces multiple challenges, such as market access barriers caused by international regulatory differences, cultural identity dilemmas resulting from insufficient brand competitiveness, and communication risks triggered by divergent discursive contexts. Therefore, by optimizing localized operational strategies, upgrading brand narrative systems, and continuously promoting digital technological innovation, cross-border e-commerce can enhance its market adaptability, cultural communication capacity, and channel resilience, thereby providing more solid practical support and strategic pathways for cultural international narratives.