Analysis Of Factors Influencing Brand Value Of Export Cross-Border E-Commerce Based On Fsqca

In recent years,the rapid growth of cross-border e-commerce has injected new impetus into the stable development of China’s foreign trade.As a world factory,brand building in China is in the ascendant,and most brands still stay in the concept of "trademark",which has not really been recognized by consumers.Cross border e-commerce has become an important window for Chinese brands to establish a distinctive image and personality overseas.Therefore,how to build a sea brand has become a hot topic.In this context,it is very important and practical to explore the influencing factors of cross-border e-commerce brand value.Firstly,this paper combs the literature related to cross-border e-commerce and brand value,puts forward research questions and determines the research center in combination with the realistic background.Then,according to the evolution of brand value theory and combined with the current situation of cross-border e-commerce brand operation in China,explore the elements of brand value and construct the structure of influencing elements of brand value,so as to clarify the basic elements affecting cross-border e-commerce brand value.In the empirical analysis part,taking Amazon’s 42000 popular products as samples,this paper selects 9158 Sino US cross-border e-commerce brands,matches the brand value elements through crawler and Amazon’s operation data,and uses the fuzzy set qualitative comparative analysis method for configuration matching analysis and case analysis to explore the influencing factors of export cross-border e-commerce brand value.The results show that at present,the independent brand awareness of China’s cross-border e-commerce enterprises has awakened and is in the transition stage from building brands to building high-value brands.There are 8 key influencing factors of high brand value,covering 73% of the cases of independent brand construction of China’s export cross-border e-commerce in this study.The combination of influencing factors of brand value in different markets is different.Most category markets pay attention to the construction of key products and the creation of high-quality products.Finally,according to the results of empirical research,this paper puts forward relevant suggestions to promote the brand value construction of cross-border e-commerce from the perspective of enterprises and government.The government should continue to support the rapid development of cross-border e-commerce from the policy level,publicize and promote the development experience of coastal areas,and drive the coordinated development of the central and western regions.For enterprises,first,the "boutique &distribution" scheme is still feasible.Second,they should pay attention to brand effect and innovative marketing.Third,they need to strengthen inter industry learning and pay attention to brand localization.