试论文化冲突背景下跨境电商的营销策略
要：随着经济全球化进程的加快和我国电子商务技术的快速发展，跨境电子商务模式已成为国际贸易的重要形式。然而，与传统的跨境商务一样，跨境电子商务在开展商务活动时不可避免地受到文化差异的制约。本文在介绍文化差异概念的基础上，探讨了当前跨境电子商务活动中文化冲突的表现形式，并从实际出发，提出了有效的跨境电子商务发展战略。
关键词：文化差异；跨境电子商务；发展冲突；经营战略
On the marketing strategy of cross-border e-commerce under the background of cultural conflict
Abstract: with the acceleration of economic globalization and the rapid growth of e-commerce technology in China, cross-border e-commerce model has become an important form of international trade. However, similar to traditional cross-border commerce, cross-border e-commerce is inevitably restricted by cultural differences when conducting business activities. Based on the introduction of the concept of cultural differences, this paper discusses the manifestations of cultural conflicts in current cross-border e-commerce activities, and proposes effective business strategies for the development of current cross-border e-commerce based on the reality.
Key words: cultural differences; Cross-border e-commerce; Development conflict; Business strategy
（1）课题任务、方向：随着经济全球化的不断发展和我国经济的腾飞，我国跨境电子商务发展迅速。然而，在实际的商务沟通过程中，跨境电子商务总是受到文化差异的制约。如何化解文化冲突，促进跨境电子商务的发展显得尤为重要。基于文化差异的概念的分析,本文主要论述了原因的存在文化差异和文化冲突的具体表现在跨境电子商务的过程中操作,并阐述了研究跨境电子商务下的营销策略的必要性,文化冲突,最后提出中国跨境电子商务有效的商业策略。
（2）研究范围及目标：理解文化差异的概念,理解中国跨境电子商务发展的现状,最后提出有效的跨境电子商务业务的发展战略。
（3）文献评论：需查阅文化冲突背景下跨境电商的营销策略相关的中英文献近10余篇
（4）将论文按规定格式打印定稿，提交指导教室。按系统一要求进行发表准
一、选题简介、意义
With the continuous development of economic globalization and the takeoff of Chinese economy, cross-border e-commerce in China is developing rapidly. However, in the actual business communication process, cross-border e-commerce is always restricted by cultural differences. How to resolve cultural conflicts to promote the development of cross-border e-commerce has become particularly important.
二、课题综述（课题研究，主要研究的内容，要解决的问题，预期目标，研究步骤、方法及措施等）
Based on the analysis of the concept of cultural differences, this paper mainly discusses the reasons for the existence of cultural differences and the specific manifestations of cultural conflicts in the process of cross-border e-commerce operation, and expounds the necessity of studying the marketing strategies of cross-border e-commerce under cultural conflicts, and finally proposes effective business strategies for China's cross-border e-commerce.Understand the concept of cultural differences, understand the current situation of China's cross-border e-commerce development, and finally put forward effective development strategies for cross-border e-commerce operations.
Research approach:
1. Choose an appropriate topic.
2. Collect relative data on the Internet, in the library and from the books I have studied..
3. Keep in touch with the instructor during the writing process and polish the drafts.
Research steps:
1. Thesis report Deadline: 7th,Mar.
2. Data collection and the first draft Deadline: 16th, Mar.
3. First draft modification Deadline: 26th, Mar.
4. Second draft modification and the final version Deadline: 24th, Apr.
Bibliography:
[1]宋晶,洪志燕, 周爱国.文化差异下的跨境电商网络营销策略研究[J].上海商学院学报，2017
[2]张帆.文化差异对我国跨境电商营销的影响与策略[J].营销策略，2018
[3]陈俞闽.基于跨境电商的国际贸易人才培养研究[J].现代营销（创富信息版），2018
[4]杜丽红,跨境电商背景下高职商务英语专业人才创业能力培养探索[J].教育教学论坛，2019
[5]李海波.电子商务背景下个性化精准营销策略研究[J].商业经济研究，2016
[6]夏霨，兰长明.基于移动互联网的社区电子商务营销策略研究[J].科技广场，2015
三、设计（论文）体系、结构（大纲）
1 Introduction
2 Conceptual analysis of cultural differences
2.1 Reasons for Cultural differences
2.2Effections of cultural differences in cross-border e-commerce
3 The necessity of studying the marketing strategy of cross-border e-commerce under cultural conflict
3.1 The rapid development of cross-border e-commerce
3.2 Cultural conflicts hinder the development of cross-border e-commerce
3.2.1 Differences in values influence the design of products
3.2.2 National gender temperament influences product selection
3.3 Promoting the development of cross-border e-commerce is of great significance to China's going global culture
4 The marketing strategy
4.1 Strengthening the construction of third-party cross-border e-commerce platforms in China
4.2 Cultivating business talents with cross-cultural communication skills
4.3 Investigating the market and making sales strategy according to local conditions
4.4 Identifying brand positioning to highlight the style of the product
4.5 Using the support of national policies
5 Conclusion
