The Necessity of Creating National Brand in the Background of “the Belt and Road Initiative†Strategy

Abstract

With the development of “the belt and road initiativesâ€, "going out" along “the belt and road†will become the “new normal†of Chinese products and enterprises. However, negative impressions for China of foreign consumers has made it difficult for Chinese products to get the market share and realize the added value. Therefore, it is necessary to carry out the national marketing and to construct our national brand. In the context of “the belt and roadâ€, constructing our national brand can promote the “going out†of Chinese products, quicken the development of tourism industry, attract foreign talents and foreign capital as well as technical support.