摘要
近年来,我国跨境电商呈现高速发展态势,但由于品牌效应不强,商品销售利润低且经常因为各种侵权行为的发生遭遇封店危机。提高跨境电商企业的品牌意识、鼓励"品牌出海"意义重大。对我国跨境电商品牌建设较为成功的企业进行案例导入,对跨境电商企业如何塑造品牌优势、提升品牌国际化能力的策略和方法进行分析,为跨境电商企业的品牌国际化战略提供参考。
Recently,the cross-border Ecommerce in China grows rapidly. But owing to the weakness of brand effect,the sales profits is low and Chinese online shops of the cross-border Ecommerce encounter the close crisis frequently. It is very helpful to discuss the method to enhance the brand effect and to encourage the brand out to sea.This paper focused on the enterprises which build up the brand successfully,analyzed the strategies and methods of shaping the brand advantage and enhancing the ability of brand globalization. Finally,it make suggestions on brand globalization of the cross-border Ecommerce in China.
作者
刘莹
Liu Ying(Fujian Business University,Fuzhon Fujian 350012)
出处
《对外经贸》
2019年第12期72-75,共4页
FOREIGN ECONOMIC RELATIONS & TRADE
基金
2018年福建省教育厅中青年教师教育科研项目“福建省发展服务外包业推动制造业转型升级研究”(项目编号:JAS180662)。
关键词
跨境电商
品牌国际化
策略
Cross-Border Ecommerce
Brand Globalization
Strategy
