从“商品出海”到“叙事出海”：跨境电商助力中国国际文化传播的机制研究

From “Commodity Going Global” to “Narrative Going Global”: A Study on the Mechanism of Cross-Border E-Commerce in Promoting China’s International Cultural Communication

摘要: 在数字技术与全球化深度交融的时代背景下，跨境电商已超越单纯的商品交易渠道，演变为国际文化传播的新型基础设施。本文提出“叙事出海”概念，系统阐释其理论渊源与内涵界定，并从传播主体、传播载体、传播方式三个维度分析其与国际文化传播的内在关联。研究表明，跨境电商平台通过互动对话、精准触达、虚实互构、叙事升维四重机制，构建起“商业 + 文化”融合传播的新范式。然而，跨境电商平台运营中仍面临文化适应性不足、信任积累滞后、合规标准不一等现实困境。未来，随着AI技术深度赋能、微短剧等内容形态融合、本土化运营精细化，跨境电商有望构建起更加有效力的国际传播体系，实现从“中国制造”到“中国共鸣”的范式跃迁。

Abstract: In the era where digital technology and globalization are deeply integrated, cross-border e-commerce has transcended its role as a simple commodity trading channel and has evolved into a new infrastructure for international cultural dissemination. This paper proposes the concept of “narrative overseas expansion”, systematically elaborates on its theoretical origins and connotation definition, and analyzes its intrinsic connection with international cultural dissemination from three dimensions: the communication subject, the communication medium, and the communication method. The research shows that cross-border e-commerce platforms have constructed a new paradigm of “business + culture” integrated communication through four mechanisms: interactive dialogue, precise reach, virtual-real integration, and narrative elevation. However, in the operation of cross-border e-commerce platforms, there are still practical challenges such as insufficient cultural adaptability, lagging trust accumulation, and inconsistent compliance standards. In the future, with the deep empowerment of AI technology, the integration of micro-dramas and other content forms, and the refinement of local operation, cross-border e-commerce is expected to build a more effective international communication system and achieve a paradigm shift from “Made in China” to “Chinese resonance”.