Research on Culture-Oriented Brand Communication of Xinyang Maojian Under the Background of Cross-border E-commerce

Abstract

Against the dual backdrop of rising global penetration of cross-border e-commerce and the upgrading of cultural consumption, Xinyang Maojian, which boasts profound historical heritage and superior quality, is in urgent need of breaking through cognitive barriers in the international market. Taking cultural orientation as the core perspective, this paper systematically sorts out core cultural communication elements of Xinyang Maojian, including its historical and cultural origins, tea art performances, tea-tasting music, hand-picking scenes and cultural and creative derivatives. Combined with the characteristics of English translation majors, it focuses on analyzing the mechanisms of cultural transference, information communication and trust construction of English language in cross-border e-commerce brand communication. Based on surveys on cross-border platforms such as Amazon and eBay as well as 12 export enterprises of Xinyang Maojian, this study identifies existing deficiencies of English communication in terms of translation accuracy, content adaptability and formal innovation. Corresponding countermeasures are proposed from the dimensions of improving translation quality, constructing integrated content systems and optimizing communication channels, so as to provide theoretical support and practical approaches for the international brand communication of Xinyang Maojian.