跨境电商助推中国“品牌出海”探析

Cross-border E-business Entity’s Promoting Chinese Brand’s Internationalization

近十年来,中国跨境电商快速发展,日趋成熟的国际化市场、便捷的互联网交易方式、个性化市场需求都对未来产品细分市场、品牌化提出新的要求。文章从利好政策刺激中国跨境电商发展出发,分析了中国产品品牌化将成为跨境电商下一个蓝海的两大因素——平台政策引导和企业发展需要的必然要求,希望为跨境电商推动中国“品牌出海”做出更多的探索和帮助。

The latest decade saw a rapid development of Chinese cross-border E-business.A more mature international market,convenient internet trading ways,and personalized market need require a detailed division of market and the strategy of branding.From the aspect of making encouraging policy to improve Chinese cross-border e-business development,two factors that may make Chinese brands achieve their goal are proposed,namely the platform policy guidance and the enterprise development need.It attempts to provide more exploration and aid for the internationalization of Chinese brands.