本文基于“一带一路”倡议的提出背景下，分析跨境电商向外传播文化的有利因素。通过构建跨境电商与传媒企业之间联系的博弈收益矩阵，本文对跨境电商在别国进行思想文化传播的渠道与传播能力进行研究，进而有利于加强宣传中国品牌文化的力量。

关键词：一带一路、跨境电商、传媒平台、文化传播

Based on the background of the “Belt and Road” initiative, this article will analyze the favorable factors for cross-border e-commerce to spread culture. By constructing the game revenue matrix of the connection between cross-border e-commerce and media enterprises, this paper studies the cultural channels and communication capabilities of cross-border e-commerce in other countries, which is conducive to strengthening the power of promoting Chinese brand culture.

Keywords: The Belt and Road, Cross-border E-commerce, Media Platform, Cultural Export