Cross-Border E-Commerce Empowering Manufacturing Brand Internationalization

Abstract

Under the dual circulation pattern, manufacturing enterprises struggle with global brand building and overseas consumer knowledge accumulation. Cross-border e-commerce serves as an important channel and knowledge management carrier for brand internationalization. This study examines how platform capability, supply chain flexibility, digital marketing, and user data feedback affect manufacturing brand internationalization using multi-source data and quantitative methods including entropy weight and structural equation modeling. Results show that cross-border e-commerce platform capabilities significantly promote brand globalization, with supply chain and digital marketing as key mediators. User data feedback, as a core knowledge management capability, enhances digital marketing efficiency and long-term brand value. This study provides implications for manufacturing firms to achieve brand internationalization through knowledge management and cross-border e-commerce.

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