Analysis of Brand Marketing of Cross Border E-Commerce Enterprises under the Background of Digital Economy

Yihang Wei ()
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Yihang Wei: High school, Aquinas International Academy

A chapter in Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024), 2025, pp 563-572 from Springer

Abstract: Abstract With the rapid development of economic globalization and digital technology, cross-border e-commerce has also rapidly emerged in China, becoming an important component of China’s foreign trade. At present, the world has entered the era of digital economy, and cross-border e-commerce, as an important manifestation of international trade digitization, has good development prospects. However, facing the complex international competitive environment, China’s cross-border e-commerce industry faces problems such as weak brand marketing awareness, homogenization of brand marketing content, and high costs of brand marketing cooperation in brand marketing. Starting from the problem, this article emphasizes the establishment of brand marketing awareness, strengthening brand marketing innovation, and optimizing brand marketing cooperation, in order to promote the high-quality and sustainable development of cross-border e-commerce enterprise brands in China.

Keywords: Brand marketing; cross border e-commerce; digital economy (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-706-9_50

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DOI: 10.2991/978-94-6463-706-9_50

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