摘要 

本文主要研究了跨境电商在地化的跨文化营销策略。在对跨境电商和跨文化营销的发展进程进行回顾的基础上，了解跨文化营销模式对跨境电商的影响。通过对跨境电商的跨文化营销策略存在的问题进行分析，提出跨境电商跨文化营销的方法：一合理的市场定位；二推广自身文化理念，树立品牌；三提升产品设计。本文研究意义在于：第一，有利于跨境电商在跨文化营销中营销模式的创新；第二，有利于跨境电商平台营销策略的多样化；第三，有利于顺应经济全球化，使出口产品或服务更适应地方需求，促进电子商务发展。

关键词：跨境电商，跨文化营销，在地化

Contents

Abstract i

摘要 ii

Acknowledgements iii

1 Introduction 1

2 Literature Review 2

2. 1 Research on Cross-Border E-Commerce 2

2. 2 Research on Cross-Cultural Marketing 3

3 Characteristics of Localized CBEC and Cross-cultural Marketing 4

3. 1 Characteristics of Localized Cross-Border E-Commerce 4

3. 2 Characteristics of Cross-Cultural Marketing 6

4 Cross-Cultural Marketing of Localized CBEC 8

4. 1 Problems and Solutions of CBEC Marketing 8

4. 2 Influence of Cross-Cultural Marketing Pattern on CBEC 10

4. 3 Innovation of Localized Cross-Cultural Marketing Strategy 11

4. 3. 1 Rational Market Orientation 11

4. 3. 2 Impressive Brand Influence 12

4. 3. 3 Original Product Design 12

5 Conclusion 13

References 15