Reflections on marketing strategy and digital marketing infrastructure along the belt and road project

Abstract

The Belt and Road initiative has been analyzed within the framework of marketing channels management. Using the concept of marketing channels flows, global value chains, and push/pull strategies, authors have shown the necessity of incorporation of marketing methodology in the Belt and Road strategy. The need and directions of digital marketing tools implementation on different levels of the Belt and Road initiative has been described. A case of special interest (China-Belarus Industrial Park) has been analyzed from the marketing strategy perspective.