中国非遗元素在跨境电商品牌营销中的跨文化传播策略研究——以TeaVivre为例

Research on Cross-Cultural Communication Strategies of Chinese Intangible Cultural Heritage Elements in Cross-Border E-Commerce Brand Marketing—A Case Study of TeaVivre

摘要: 在文化出海与数字贸易深度融合的背景下，中国非遗元素凭借独特的文化价值与艺术魅力，成为跨境电商品牌实现差异化竞争的核心资源。然而，中西方文化差异、传播适配性不足等问题，导致多数承载非遗元素的跨境电商品牌难以实现有效跨文化传播。本文以TeaVivre为核心成功案例，该品牌以中国非遗手工制茶技艺为核心，融入景德镇陶瓷、东阳竹编等非遗元素，通过独立站与社媒矩阵开展跨境营销，实现海外市场突破，结合其跨境营销实践，剖析非遗元素在跨境电商品牌营销中的跨文化传播路径、成功经验，提炼可复制的传播策略，为其他非遗类跨境电商品牌破解传播困境、实现文化价值与商业价值双向转化提供实践参考，助力中国非遗文化出海与跨境电商品牌高质量发展。

Abstract: Against the backdrop of the deep integration between cultural globalization and digital trade, Chinese intangible cultural heritage (ICH) elements have emerged as core resources for cross-border e-commerce brands to achieve differentiated competition by virtue of their unique cultural value and artistic appeal. However, challenges such as cultural differences between China and the West and insufficient communication adaptability hinder the effective cross-cultural communication of most cross-border e-commerce brands that incorporate ICH elements. This paper takes TeaVivre as a core case study. The brand centers on Chinese ICH tea-making techniques and integrates ICH elements such as Jingdezhen ceramics and Dongyang bamboo weaving. Through its independent website and social media matrix, TeaVivre has achieved breakthroughs in overseas markets. By analyzing its cross-border marketing practices, this paper examines the cross-cultural communication pathways and successful experiences of integrating ICH elements into cross-border e-commerce brand marketing. It extracts replicable communication strategies to provide practical references for other ICH-based cross-border e-commerce brands in overcoming communication challenges and achieving the bidirectional transformation of cultural and commercial value, thereby supporting the globalization of Chinese ICH culture and the high-quality development of cross-border e-commerce brands.