摘要 

随着经济全球化的不断深入，近年来，各国消费者海外购物的热情高涨，正是为了应对这一需求，“直播带货”广受欢迎。本课题试图从跨文化研究视角入手，探讨文化对跨境电商的影响，具体内容涉及跨境电商的发展，直播营销的发展，中国与其他国家跨境电商的异同，影响跨境电商特点的因素等方面的特点和作用，并结合实例，提出跨境电商直播营销策略在不同文化中的应用方式，为企业在跨境直播营销中提出了一些可行的建议，例如如何解决直播营销中高成本的问题，如何增加并保持流量的问题，以及如何根据消费者心理指定相应的消费策略等。

关键词：跨境电商，直播营销，跨文化研究

Contents

Abstract i

摘要 ii

Acknowledgements iii

1 Introduction 1

1.1Background of e-commerce 1

1.2The significance and purposes of the research 2

2 Literature review 3

2.1 Previous studies on cross-border e-commerce 3

2.2Related marketing theories 6

2.3 Hofstede’s cultural dimensions theory 8

3 Problems Involved in CBEC 10

3.1 High cost in live marketing 10

3.2 Customer flow instability in live marketing 10

3.3 Diversities of customer behaviors in CBEC 11

4 Corresponding strategies 12

4.1 Solutions to high cost problems involved in live marketing 12

4.2 Countermeasures to maintain high customer flow in live marketing 13

4.3Analysis of consumer psychology and behaviors from cross-cultural perspective 13

5 Conclusion 15

5.1Major findings of the paper 15

5.2Limitations of this paper 15

References 16