Keywords
Cross-border e-commerce
English live-streaming scripts
Cross-cultural adaptation
Strategies
Submitted : 2026-02-16
Accepted : 2026-03-03
Published : 2026-03-18
Abstract
Against the backdrop of digital economic development and economic globalization, cross-border e-commerce live streaming has become an important engine for enterprises to expand overseas markets and boost foreign trade growth, thanks to its real-time, interactive, and intuitive advantages. Society has put forward higher requirements for the quantity and quality of cross-border e-commerce live streaming talents, who need to possess not only cross-border e-commerce knowledge but also proficient English communication skills and excellent live streaming techniques to meet the needs of consumers from diverse cultural backgrounds worldwide. Starting from linguistic expression, content design, and interaction logic, this paper analyzes the cross-cultural adaptation pain points of English live-streaming scripts in higher vocational cross-border e-commerce education, proposes targeted adaptation strategies, and explores teaching support and guarantee paths based on school-enterprise collaboration. It aims to provide a reference for the reform of cross-border e-commerce professional teaching to adapt to industry development needs.
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