中华优秀传统文化助力国货跨境电商品牌差异化出海路径研究

Research on the Path of Chinese Excellent Traditional Culture Assisting the Differentiated Overseas Expansion of Domestic Cross-Border E-Commerce Brands

摘要: 在全球经济一体化与数字化浪潮的双重推动下，跨境电商已成为我国外贸发展的新引擎，为众多国货品牌开辟了全新的海外市场通道。然而，在激烈的竞争环境下，我国国货跨境电商品牌想要实现差异化出海，需要借助跨境电商平台，突破地域限制，将产品销往全球各地，更要深入挖掘和传承中华优秀传统文化，将其转化为品牌发展的核心动力，打造出具有鲜明文化特色的产品，提升国货品牌在国际市场中的辨识度和影响力。

Abstract: Driven by the dual forces of global economic integration and the digital wave, cross-border e-commerce has emerged as a new engine for China’s foreign trade development, opening up new overseas market channels for numerous domestic brands. However, in the highly competitive environment, for domestic cross-border e-commerce brands in China to achieve differentiated overseas expansion, they not only need to utilize cross-border e-commerce platforms to break through geographical limitations and sell products globally but also need to deeply explore and inherit Chinese excellent traditional culture, transform it into the core driving force for brand development, create products with distinct cultural characteristics, and enhance the recognition and influence of domestic brands in the international market.