摘要我国跨境电商现状主要为交易规模不断扩大、B2C运营模式高速增长、交易趋于稳定等现状，许多国内学者预测此行业在近些年保持高速的上升趋势。同时，由于跨境电商是一种新兴产业，众多跨境电商企业在营销过程中，感受到遇到文化差异和营销渠道所带来的束缚。有别于国内的电子商务，跨境电商企业应综合分析国内外的文化差异，以及企业自身已有的资源下，需在品牌策略、产品策略、支付方案、物流策略、网页优化进行战略性调整，以期使跨境电商行业能够持续健康发展。本文在此剖析我国跨境电商营销受限制的因素，并提出在文化差异和渠道问题的解决方案。关键词：跨境电商文化差异渠道问题营销策略AbstractThestatusquoofdomesticcross-bordere-commerceismainlythecontinuousexpansionoftransactionscale,therapidgrowthofB2Coperatingmodels,andthestabilizationoftransactions.Manydomesticscholarspredictthattheindustrywillmaintainarapidupwardtrendinrecentyears.Atthesametime,ascross-bordere-commerceisanemergingindustry,manycross-bordere-commercecompaniesareawareoftheconstraintsbroughtaboutbyculturaldifferencesandmarketingchannelsduringthemarketingprocess.Differentfromdomestice-commerce,cross-bordere-commerceenterprisesshouldcomprehensivelyanalyzetheculturaldifferencesathomeandabroad,andthecompany'sexistingresources,itneedstobestrategicinbrandstrategy,productstrategy,paymentsolution,logisticsstrategy,andwebpageoptimization.Adjustmentswithaviewtoenablingthecross-bordere-commerceindustrytocontinuetodevelophealthily.Restrictedfactorsforcross-bordere-commercemarketingandproposesolutionstoculturaldifferencesandchannelissues.Keywords:Cross-bordere-commerceculturaldifferenceChannelproblemMarketingstrategy目录TOC\t"一级标题,1,二级标题,2"\h\uHYPERLINK\l"_Toc19840"一、引言PAGEREF_Toc198401HYPERLINK\l"_Toc22418"二、跨境电商现状及前景分析PAGEREF_Toc224181HYPERLINK\l"_Toc20157"（一）跨境电商的现状分析PAGEREF_Toc201571HYPERLINK\l"_Toc14539"（二）跨境电商的前景分析PAGEREF_Toc145393HYPERLINK\l"_Toc7395"三、我国跨境电商营销中遇到的问题PAGEREF_Toc73955HYPERLINK\l"_Toc5893"（一）文化差异问题PAGEREF_Toc58935HYPERLINK\l"_Toc19918"（二）站内外营销问题PAGEREF_Toc199186HYPERLINK\l"_Toc12442"四、我国跨境电商对策方案PAGEREF_Toc124429HYPERLINK\l"_Toc20147"（一）文化差异对策PAGEREF_Toc201479HYPERLINK\l"_Toc19743"（二）站内外营销对策PAGEREF_Toc1974311HYPERLINK\l"_Toc802"五、总结PAGEREF_Toc80213HYPERLINK\l"_Toc23284"参考文献PA