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.

Xiake Li. Research on branding transformation of cross border e-commerce enterprises under digital economy. Academic Journal of Business & Management (2023) Vol. 5, Issue 24: 103-108. https://doi.org/10.25236/AJBM.2023.052415.

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