Research On The Influence Of Digital Economy Development In Countries Along The "Belt And Road" On The Internationalization Of Chinese Brands

Brand is a powerful weapon for an enterprise to participate in international competition,but also a comprehensive embodiment of national economic strength.Therefore,the implementation of brand internationalization strategy and the development of global brands have become an important means for each country to participate in global activities and develop national economy.China has always attached great importance to brand construction,but Chinese brand internationalization strategy started late,and the achievements still have a big gap compared with western countries.In addition,the deepening development of the digital economy has promoted the deep integration of resource factors and become a "new driving force" for the transformation and upgrading of various industries and the climb up the global value chain.It has also brought profound changes to the world economy.In particular,the digital "One Belt,One Road" initiative under the epidemic has taken on a new look with the vigorous promotion of China.It has provided valuable experience for the economic recovery and development of countries around the world,and also brought good news for the internationalization of Chinese brands.According to the data of People’s Daily Overseas Website in 2020,under the impact of the epidemic,Huawei,Sinopharm and other Chinese enterprises have further expanded their brand influence in the Belt and Road Initiative,and are widely praised by Belt and Road countries.Therefore,it is of profound theoretical and practical significance to analyze the influence and mechanism of the development of digital economy on the internationalization of Chinese brands under the background of "One Belt and One Road" and put forward corresponding countermeasures and suggestions accordingly.This thesis first determines the research object and direction,and starts from the literature review of digital economy and brand internationalization to clarify the influence of digital economy development on brand internationalization and its action path.Then,this thesis deeply analyzes the impact of digital economy on brand development from three perspectives: cost reduction,market expansion and quality improvement,and further analyzes the mechanism of promoting the internationalization of Chinese brands from two aspects: export trade effect mechanism and foreign direct investment effect mechanism.Then,the entropy method is used to assign 12 specific indicators to comprehensively measure the development level of digital economy in countries along the "One Belt and One Road".Based on this,the development status of digital economy and Chinese brand internationalization in countries along the "One Belt and One Road" is analyzed,as well as the correlation between them,so as to lay a realistic basis for providing countermeasures and suggestions.Finally,on the basis of the analysis of the theory and the current situation,the bidirectional fixed effect model and the intermediary effect model are used to verify and test.Through theoretical analysis,current situation analysis and empirical analysis,this thesis finds that:(1)the development of digital economy in countries along the Belt and Road is conducive to the internationalization of Chinese brands;(2)The development of digital economy in countries along the Belt and Road can influence the internationalization of Chinese brands by promoting China’s export trade and foreign direct investment;(3)There are obvious regional differences in the development level of digital economy in countries along the Belt and Road;(4)The globalization of Chinese brands has huge development potential and space in the countries along the "Belt and Road".Based on the research conclusions,this thesis puts forward corresponding countermeasures and suggestions:(1)Deepening the digital "Belt and Road" initiative and accelerating the digital development of "Belt and Road";(2)Taking digital economy as the starting point,enabling high-quality development of Chinese brands;(3)Make effective use of export and investment mode to help Chinese brands to "go global" with great strides;(4)Further develop cluster brands and brand extension strategies to cultivate new advantages of Chinese brands in international competition.