在一带一路大背景下，尤其是后疫情时代，出口贸易是中国的中小型企业在时代机遇下不可错过的扬帆出海之路。在传统的跨境贸易领域，大宗贸易，商品出口常常被大型企业或大型厂家所把持，中小企业鲜有机会能走出国门参与国际竞争。但是随着技术的更迭，中国近些年所出现的新的电商交易形态，如社交电商拉新拼团、社区团购、直播带货等新兴的线上电子商务的尝试，给了中小制造企业或者中小经营者、品牌方等开启出海业务拓展的新思路和新启发。中小微企业是否能把握互联网技术革新带来的优势以及在日新月异的社交新媒体、新视频、直播时代实现跨境电商的突破及发展，海外市场是否存在与中国类似的电商生态空间，也成为跨境领域日渐关注的问题。在当前中国社交电商蓬勃发展引领世界范围内的探索与发展大背景下，以提供企业对企业的跨境电商交易平台的敦煌网在传统的电商交易模式下，也在塑造自身在跨境的社交电商方面的品牌形象与品牌价值，在更广阔的海外市场上，通过社交电商实现第二增长曲线。同时借助这一新的电商趋势，敦煌网也期望能引领中小企业共同扬帆出海，助力全球的中小微企业的电商创业。本文采用李飞教授的营销定位瓶模型为主要研究方法论，对敦煌网的品牌营销定位策略进行分析，结合定位理论、跨境电商相关理论、社交电商相关理论的发展，采用宏观环境分析模型对产品、服务、价格、分销、传播等多方面的影响,并进行了微观环境研究。随后采用李飞教授的营销定位瓶理论模型对敦煌网进行综合分析，详细拆解了敦煌网的细分市场目标顾客的选择、定位点的选择、实现定位点规划的现状，以及对敦煌网进行品牌营销定位策略进行打分和通用矩阵评估，并针对性提出可以有改善优化点的若干建议。本文希望通过对敦煌网案例的深入研究，发现敦煌网在当下的新的社交电商发展的机会空间中，在品牌营销定位上可能存在的不足以及建议的提升空间；同时也可能为其他的跨境贸易和电商类企业在出海品牌营销方面有一定的相关参考意义。

In the condition of the Belt and Road Initiative, especially during the post-epidemic era, export trade is a way for China‘s small and medium-sized enterprises to develop the global markets. In the traditional trade field, bulk trade or raw material trade is often owned by large enterprises or large manufacturers. With the change of technology, China‘s recent attempts in the emerging fields of e-commerce, such as social e-commerce, community group-buying and live streaming, have provided new methods for small and medium-sized manufacturing enterprises to expand overseas market. Whether small, medium and micro enterprises can grasp the advantages brought by Internet technological innovation and realize the breakthrough and development of cross-border e-commerce in the ever-changing era of social new media, new video and live streaming. Whether there is an e-commerce ecological environment similar to China in overseas markets have also become increasingly concerned in the cross-border field. With the exploration and development of a B2B cross-border e-commerce platform DHgate in the social e-commerce, it also leads small and medium-sized enterprises to realize the second growth curve through social e-commerce in the broader overseas market. At the same time, it helps small, medium and micro enterprises in the world to start businesses in the era of social e-commerce. In this paper, Professor Li Fei‘s marketing positioning bottle model is adopted as the main research methodology to analyze the marketing positioning strategy of DHgate. Combined with the positioning theories, cross-border e-commerce theories and social e-commerce theories, PESTAL model and market analysis are adopted to analyze the and micro environment. Then, the marketing positioning bottle theory model of Professor Li Fei is adopted to analyze DHgate on the market segments in detail, the selection of positioning points, the planning and practice of positioning points. And the marketing positioning strategy of DHgate is evaluated, and the improvement advices are brought out. Through the in-depth study of the real case, this paper hopes to find out the shortcomings and improvement points in the marketing positioning of DHgate under the current situation of the new social media era, and at the same time, it hopes to provide some reference in the overseas marketing for other brands.