跨境电商直播场景下的跨文化话语策略与本地化运营策略研究

Research on Cross-Cultural Discourse Strategies and Localized Operation Strategies in Cross-Border E-Commerce Live Streaming Scenes

摘要: 随着跨境直播电商成为中国品牌出海的重要渠道，其面临的跨文化沟通与运营适配问题日益凸显。本文聚焦于跨境电商直播场景，旨在探索如何通过有效的跨文化话语策略与系统化的本地化运营，克服文化差异带来的信任障碍与转化困境。研究从内容、互动与营销三个维度构建了本地化运营策略框架，提出了包含符号转译、价值共鸣与行为适配的核心策略体系，并分析了该体系通过认知与情感双路径驱动用户信任的内在机制。同时结合国际中文教育的视角，探讨了其在跨文化人才培养与本地化知识支持方面的协同价值，以期为跨境电商的国际化实践提供理论参考与策略指引。

Abstract: As cross-border live streaming e-commerce becomes an important channel for Chinese brands to go global, the challenges of cross-cultural communication and operational adaptation are becoming increasingly prominent. This study focuses on cross-border e-commerce live streaming scenes, aiming to explore how to overcome trust barriers and conversion difficulties caused by cultural differences through effective cross-cultural discourse strategies and systematic localized operations. The research constructs a localized operation strategy framework from three dimensions: content, interaction, and marketing, proposing a core strategy system including symbol translation, value resonance, and behavioral adaptation. It also analyzes the internal mechanism of how this system drives user trust through cognitive and emotional dual pathways. From the perspective of international Chinese language education, this paper also discusses its synergistic value in cultivating cross-cultural talents and providing localized knowledge support, hoping to provide theoretical reference and strategic guidance for the international practice of cross-border e-commerce.