生成式AI驱动的跨境电商全链路营销演进机理研究

Research on the Evolutionary Mechanism of End-to-End Marketing in Cross-Border E-Commerce Driven by Generative AI

摘要: 随着全球贸易数字化转型的深入，生成式AI正引发跨境电商全链路营销的范式位移。本研究聚焦于生成式AI驱动跨境营销演变的深层机理，通过构建全链路营销理论模型，系统解析了生产端、交互端与价值端的逻辑演进。研究发现，生产端通过自动化与去中心化机理打破了文化折扣障碍；交互端依托对话式商务重构了消费者认知路径，降低了语义噪音并强化了交互信任；价值端则通过平台算法赋能与品牌私域数据的耦合，驱动了价值共创模式的升华。此外，本研究指出合规性挑战、算法偏见与技术鸿沟是技术演进中不可回避的三重困境。为此，应构建“技术–法律”双重合规体系，强化算法伦理审计，并通过公共技术下沉与全球治理协同，推动跨境电商营销体系向智能化、普惠化与规范化方向重构。

Abstract: With the deepening digital transformation of global trade, Generative AI (GenAI) is catalyzing a paradigm shift in the end-to-end marketing of cross-border e-commerce. This study focuses on the underlying mechanisms driving the evolution of cross-border marketing powered by GenAI. By constructing a theoretical model of end-to-end marketing, it systematically analyzes the logical evolution across the production, interaction, and value dimensions. The findings indicate that: at the production end, automation and decentralization mechanisms break through cultural discount barriers; at the interaction end, conversational commerce reconstructs consumer cognitive paths, reducing semantic noise and enhancing interaction trust; and at the value end, the coupling of platform algorithmic empowerment with brand private-domain data drives the sublimation of value co-creation models. Furthermore, this study identifies compliance challenges, algorithmic bias, and the technological divide as three unavoidable dilemmas in this technological evolution. Consequently, it proposes the establishment of a “technology-law” dual compliance system, the strengthening of algorithmic ethical audits, and the promotion of a smarter, more inclusive, and standardized cross-border e-commerce marketing system through public technology penetration and global governance synergy.