从效率革命到价值重构——AIGC赋能中小企业品牌出海的逻辑机理

From Efficiency Revolution to Value Reconstruction: The Mechanisms of AIGC Empowering SMEs’ Global Brand Expansion

摘要: 在全球贸易数字化转型背景下，中国跨境电商快速发展，大量中小企业仍依赖OEM模式与低价竞争，面临品牌化出海的瓶颈。生成式人工智能(AIGC)的兴起为中小企业突破这一困境提供了新的技术路径。本文从效率与价值两个维度分析AIGC赋能中小企业品牌出海的作用机制。总体来看，AIGC通过降低内容生产与跨文化沟通成本，在有效提升企业海外市场的运营效率之时，通过重塑品牌叙事、增强顾客契合与促进品牌资产沉淀，进而推动企业实现从“产品交付”向“品牌溢价”的转型。本文认为，中小企业在应用AIGC过程中需尽可能多关注经营模式选择、数据合规及政策生态协同，以实现跨境电商的高质量发展。

Abstract: Against the backdrop of digital transformation in global trade China’s cross-border e-commerce has developed rapidly. However, many small and medium-sized enterprises (SMEs) still rely on OEM models and low-price competition, facing significant constraints in advancing brand-oriented international expansion. The emergence of generative artificial intelligence (AIGC) provides a new technological pathway for SMEs to overcome this challenge. This paper analyzes the mechanisms through which AIGC empowers SMEs’ brand globalization from the perspectives of efficiency improvement and value reconstruction. Overall, by reducing the costs of content production and cross-cultural communication, AIGC can significantly enhance firms’ operational efficiency in overseas markets. At the same time, it promotes the transition from ‘product delivery’ to ‘brand premium’ by reshaping brand narratives, strengthening customer alignment, and facilitating the accumulation of brand assets. The study also suggests that SMEs should pay close attention to business model selection, data compliance, and policy ecosystem coordination when adopting AIGC in order to achieve high-quality development in cross-border e-commerce.