Research on Transformation of the Branding Strategies of the International E-Commerce Enterprises in the Digital Economy

Abstract

This article focuses on the branding transformation of cross-border e-commerce enterprises in the context of the digital economy and analyzes in depth the difficulties faced by cross-border e-commerce enterprises in branding transformation, including insufficient brand awareness, incomplete credit system, lack of competitiveness of products, and lagging cross-border logistics supporting facilities. On this basis, practical and feasible measures were proposed, including building a global brand promotion system, building a cross-border e-commerce credit public service platform, strengthening product research and innovation, and optimizing the cross-border logistics system.