Abstract
Currently, China is vigorously boosting the development of e-commerce in rural areas and paying attention to the development of agricultural e-commerce. At the same time, many countries heavily relied on imports due to the crisis in the food supply chain during the COVID-19 pandemic. Based on the theoretical framework of multimodal discourse analysis (Zhang, 2009), this study analyzes the text of product promotion information used by Chinese and US agricultural enterprises on the Alibaba platform at the cultural level and meaning level, in order to compare and explore the similarities and differences of strategies for brand image building adopted by Chinese and US agricultural enterprises on different cross-border e-commerce platforms and provide a reference for the agricultural enterprises to enhance their brand power in the international context.
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