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Web of Proceedings - Francis Academic Press

Research on Marketing Elements under the Background of Belt and Road Initiative

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DOI: 10.25236/ecomhs.2019.254


Xuanlin Li

Corresponding Author

Xuanlin Li


The study on marketing elements and relevant methods under the Belt and Road is a challenge for enterprises to be connected to market, especially to produce new market segmentation, new market positioning, new products, new channels and other marketing mix. If enterprises carry out these activities at the same time, the marketing exploration level shall be higher. Therefore, the marketing exploration depends on the convergence effect of these activities. The marketing elements under the Belt and Road Initiative are studied in this paper, so as to provide reference for marketing ability of Chinese enterprises in the Belt and Road Initiative.


The Belt and Road Initiative, marketing elements, convergence effect