Brand Shaping Strategies of Chinese Cross-Border E-commerce Enterprises Based on Cultural Differences: Taking Their Development in the United States as an Example

This study takes the brand building of Chinese cross-border e-commerce enterprises in the US market as the research object, and discusses the influence of cultural factors on brand building and corresponding strategies from the perspective of cultural differences. Based on Hofstede’s cultural dimension theory, this paper compares the differences between China and the United States in individualism, uncertainty avoidance, power distance and long-term and short-term orientation, and finds that these cultural differences significantly affect brand cognition and consumer behavior. Through case analysis, this paper puts forward key strategies such as brand personalization, professionalism, innovation and immediate response to emphasizing the clarity of brand core values, the identification of differentiating factors, the construction of cross-cultural teams and the innovative application of digital marketing, with the aim of guiding enterprises to accurately target consumers, enhance brand influence and achieve long-term development.