Research on the Optimization of Cross-border Communication Strategies for Agricultural and Sideline Product Enterprises of Guangxi in the Digital Media Ecosystem

Abstract

Under the circumstances where the RCEP has come into effect and the “Digital Commerce for Agricultural Development” policy has been deepened, the cross-border dissemination of agricultural products enterprises from Guangxi to the ASEAN market has become a key factor in enhancing the international competitiveness of regional brands. However, currently, enterprises generally face bottlenecks such as insufficient cross-cultural content adaptation, loose platform operation, and difficulty in measuring the dissemination effect, resulting in low brand recognition and market conversion rates. Based on cross-cultural communication theory and brand communication theory, this study proposes the “LASIC” cross-cultural communication strategy model. Enterprises need to systematically optimize from aspects such as precise cultural image translation, content production that aligns with the values of ASEAN audiences, the establishment of a differentiated platform narrative matrix, and data-driven effect evaluation loops. This study aims to provide certain references for the international brand dissemination of regional characteristic industries in the digital era.