HASSHumanities Arts and Social Sciences3066-83013066-831XArt and Technology10.61369/HASS.2026060054Article面向西语国家跨境电商市场的品牌文化传播策略研究https://artdesignp.com/journal/HASS/2/6/10.61369/HASS.2026060054尹博瑶,王义2026262026-06-20 西语国家跨境电商市场呈现“整体文化同源、区域圈层异质”的特征。欧洲西班牙市场成熟规范、审美精致保守，拉美西语市场增量迅猛、文化热情多元，二者同属拉丁高语境文化体系，却在语言范式、符号认知、消费逻辑、媒介习惯上存在显著结构性差异。本文系统解构其同源性文化基底与异质性传播特征，结合海外学界典型行业现象与本土化传播踩坑案例，实证剖析品牌文化符号适配失效、渠道融合不足、内容同质化、价值融合缺失、风险管控薄弱等核心问题。从分层符号重构、差异化媒介矩阵、场景化内容精耕、双向文化共生、全维度风险防控五个维度，构建适配双市场的精细化、可落地品牌文化传播体系，细化实操传播细则。研究旨在为中国跨境电商品牌精准深耕西语全域市场、破解跨文化传播壁垒、实现品牌溢价升级提供理论支撑与实践范式。西语国家,跨境电商,品牌文化,跨文化传播,市场异质性

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