The Influence of Marketing Strategy of Born-Global Enterprises on Place Brand Image -- Evidence from China

With the rapid changes in the international market situation caused by the trade war between China and the United States, naturally international enterprises are faced with severe challenges for survival and development, leading to their shift to the domestic market. This paper starts with the marketing strategy of Born-Global, analyzes the mechanism of marketing strategy (branding strategy vs. price leading strategy) on the brand image of “Made in Zhejiang”, and discusses the type of international market (developed countries vs. developing countries) in which the enterprise is located. Through 2×2 experimental designs, we found that: first, from the overall perspective, enterprises adopting branding strategy have a significant positive impact on corporate image and “Made in Zhejiang” place brand image; second, the international market type has played a moderate role. Especially in the developed countries, the branding strategy is the most effective one to enhance the place brand image. The findings help the government understand the impact of companies with international market competition background on place brands, so as to guide and draw on them from the policy, and provide theoretical and practical basis for enterprises to formulate market development strategies.