Enterprise brand building is a strategic focus for a strong quality-oriented country and an essen-tial element of China's modernization process.This paper starts from the meaning and characteristics of brand strategy construction for cross-border e-commerce enterprises,analyzing the elements which could affect the development of brand strategy for cross-border e-commerce enterprises,as well as the opportuni-ties and challenges it brings under the background of the new era.Taking Anker Innovation Company as an example,it explores the main experiences of its successful brand strategy and proposes strategies for the construction of brand strategies for cross-border e-commerce enterprises from the perspective of implemen-ting the new development concept and promoting the coordinated development of the macro-economy.
维普
万方数据