跨境电商B2C、B2B出口中的文化差异与管理策略

The Cultural Difference and its Management in B2B and B2C Cross Border E-commerce

文化差异是我国企业跨境电商出口业务中面临的挑战之一,文化差异存在于跨境电商交易的各个环节。文化差异具有典型的双重特性,文化差异可能演变为文化风险而导致产品的市场失败。企业也可根据文化差异的客观存在,从产品到服务流程对跨境电商业务进行改造或者创新,从而达到差异化经营的目的,最终保持和提升产品的竞争力。基于文化差异的客观存在及其双重性质,跨境电商企业可以将文化差异管理纳入到战略管理范围,从语言环境的营造、集体文化智商的提升、文化差异大数据的使用、开放式创新体系的建立等方面着手,全面提高文化差异管理能力,最终保障和提升产品的市场表现。

Cultural difference poses a challenge for Chinese export e-commerce companies and it exists in the whole process of e-commerce transaction. Cultural difference is of dual nature. On one hand, cultural difference can evolve into a cultural risk which may result in the market failure of the product. On the other hand, companies can adjust or innovate their products or services according to the cultural difference, which may contribute to the improvement of company＇s competence by the differentiation strategy. Owing to the dual nature of cultural difference, companies should take cultural difference management as an integral part of strategic management. Companies may improve their cultural difference management capability through foreign language environment building, team cultural intelligence quotient improvement, cultural difference big data employment, open innovation system establishment and reverse cultural difference management.