摘要
在数字经济迅猛发展的时代背景下,跨境电商已成为我国对外贸易的重要增长极,而兼具互动性与即时性的跨境电商直播模式,正逐步成为企业拓展海外市场的核心引擎。作为一种极具创新性的商业模式,跨境电商直播已然成为连接全球供需的关键纽带。研究证实,通过构建“技术—内容—生态”协同优化路径,可有效提升跨境电商直播营销的效能与核心竞争力,推动行业实现可持续发展。本文综合运用文献研究、案例分析、实证研究等方法,深入剖析跨境电商直播营销的发展现状、突出问题及主要挑战,构建“技术—内容—生态”协同优化框架。本文研究旨在为行业发展提供理论支撑与实践指导,进而助力中小企业出海拓市、推动产业带转型升级,并为相关政策制定提供有力的决策依据。
In the era of a booming digital economy,cross-border e-commerce has become an important growth point for China’s foreign trade.The live-streaming mode of cross-border e-commerce has gradually become the core means for enterprises to expand overseas markets due to its interactivity and immediacy.Cross-border e-commerce live streaming,as a highly innovative business model,has become a key bridge connecting global supply and demand.Research has shown that establishing a collaborative optimization path of“technology-content-ecosystem”can effectively enhance the effectiveness and competitiveness of cross-border e-commerce live streaming marketing,and achieve sustainable development.This paper comprehensively applies literature research,case analysis,empirical research and other methods to deeply analyze the current situation,problems and challenges of cross-border e-commerce live streaming marketing,and constructs a“technology-content-ecosystem”collaborative optimization framework,aiming to provide theoretical and practical guidance for industry development,assist small and medium-sized enterprises in going global,promote industrial belt upgrading,and provide strong decision-making basis for policy formulation.
作者
姬晨皓
Ji Chenhao(Shenyang Aerospace University,Shenyang,Liaoning 110136)
出处
《中国商论》
2025年第14期113-116,共4页
China Journal of Commerce
关键词
数字经济
跨境电商直播
营销策略
协同优化框架
全链路协同
digital economy
cross-border e-commerce live streaming
marketing strategy
collaborative optimization framework
full chain collaboration
