26年CH商务英语 中国跨境电商在欧美市场的跨文化沟通困境及应对策略：基于案例分析-终稿全-约42490字符.pdf

iAbstract：China's cross-border e-commerce in 2024 reached 2.63 trillion yuan, with over40% exported to European and American markets. However, 38% of consumers abandonpurchases due to cross-cultural communication issues, and existing research fails to address thesechallenges. To fill the gaps, this study adopts a multiple-case-analysis method to analyze SHEINand ANTA to explore the cross-cultural communication dilemmas encountered and copingstrategies adopted for Ch...