Business Administration and Management

Abstract Digital finance is profoundly reconfiguring the value chain and operation logic of the banking industry through technological empowerment and model innovation. This paper systematically analyzes the mechanism of digital finance on the operational efficiency of the banking industry from the three dimensions of technology spillover, process reengineering and service innovation. The study shows that digital finance significantly improves the overall efficiency of the banking industry by reducing transaction costs, optimizing resource allocation and expanding service boundaries, but there are significant heterogeneous effects in different types of banks. Meanwhile, issues such as the conflict between technology application and institutional friction, and the balance between data security and innovation incentives have become key bottlenecks restricting the sustained improvement of efficiency. This paper proposes policy recommendations such as promoting digital transformation in a hierarchical manner and constructing a “regulatory sandbox” pilot mechanism to provide theoretical references for efficiency improvement in the banking industry. Digital finance is profoundly restructuring the value chain and operation logic of the banking industry through technological empowerment and model innovation. This paper systematically analyzes the mechanism of digital finance on the operational efficiency of the banking industry from the three dimensions of technological spillover, process reengineering and service innovation. The study shows that digital finance significantly improves the overall efficiency of the banking industry by reducing transaction costs, optimizing resource allocation and expanding service boundaries, but there are significant heterogeneous effects in different types of banks. Meanwhile, issues such as the conflict between technology application and institutional friction, and the balance between data security and innovation incentives have become key bottlenecks restricting the sustained improvement of efficiency. This paper puts forward policy suggestions such as promoting digital transformation in a hierarchical manner and constructing a “regulatory sandbox” pilot mechanism, which provide theoretical references for efficiency improvement in the banking industry

Abstract The development of private enterprises in Heilongjiang Province is an important force in promoting the overall economic development of the province, and the business environment is the foundation and guarantee for the development of private enterprises in Heilongjiang. If private enterprises in Heilongjiang Province are to achieve further development, the business environment of Heilongjiang Province should be continuously optimized. This paper analyzes the current situation and existing problems of the business environment for private enterprises in Heilongjiang Province from aspects such as the government affairs environment, the legal environment, and the market environment, and proposes countermeasures. These countermeasures include optimizing the government affairs environment, improving the legal environment, and broadening financing channels. Overall, optimizing the business environment is of great significance for promoting high-quality development of the private economy in Heilongjiang Province and also provides reference and enlightenment for the reform of the business environment in other regions.

Abstract The rapid development of digital finance is profoundly affecting various industries, in which the promotion of green innovation for enterprises is particularly significant. The purpose of this paper is to explore how digital finance can promote enterprises’ innovation in green technology and products by enhancing financing efficiency, optimizing resource allocation, promoting information transparency and other channels. By sorting out the relevant theoretical foundations and combining with typical case studies, this paper systematically elaborates the intrinsic mechanism between digital finance and corporate green innovation, and puts forward corresponding policy recommendations.

Abstract This paper systematically investigates the mechanism and path of influence of digital inclusive finance development on enterprise value. The study shows that digital inclusive finance significantly enhances enterprise value through multiple channels such as alleviating financing constraints, reducing transaction costs, optimizing resource allocation and promoting innovation. This enhancement effect is particularly prominent in small and medium-sized enterprises, private enterprises and enterprises in central and western regions. The article deeply analyzes the transmission mechanism of digital inclusive finance affecting enterprise value, explores the differences in effects among different types of enterprises, and proposes policy recommendations to promote the development of digital inclusive finance and enhance enterprise value. The study provides theoretical references for understanding the economic effects of digital inclusive finance, and is of great revelation for promoting the high-quality development of enterprises.

Abstract Based on the background of the deep integration of digital economy and real economy, this paper systematically discusses the theoretical logic, practical dilemmas and breakthrough paths of digital financial empowerment for the development of small and micro enterprises. The study reveals that digital finance has significantly enhanced the universality and precision of financial services through the three-dimensional framework of technological empowerment, service reconfiguration and ecological synergy. However, in practice, there are multiple obstacles, such as imbalance in the capacity of the main body, contradiction in data governance, technology risk transmission and lag in institutional supply. The study proposes a breakthrough path: constructing lightweight digital tools and a credible data sharing mechanism; improving the “separation of powers” data governance system; implementing a regional digital literacy programme; and creating a “government, bank and insurance” risk-sharing ecosystem.

Abstract Since the United Nations Environment Program proposed the financial initiative, the World Bank and other international financial organizations have issued environmental protection standards, financial institutions in the investment, can not only consider economic benefits, but also consider environmental factors, because of the expanding coverage of these environmental protection principles and standards, at present, the investment around the world need to put the ecological environment issues as the main consideration. This paper expounds the current status of green credit development, analyzes its existing problems, and puts forward the corresponding countermeasures.

Abstract This paper examines how AI enhances decision-making in enterprise management, particularly in intelligent manufacturing and supply chain. It contrasts AI with traditional technologies, emphasizing the latter's constraints. The focus is on AI's use in manufacturing and supply chain, encompassing process optimization, quality control, forecasting, and logistics.

Abstract As digital technology and artificial intelligence (AI) rapidly advance, the healthcare industry is experiencing significant transformations. This study delves into the intelligent evolution of administrative management within the digital healthcare domain, concentrating on pivotal technologies such as big data analytics, AI-driven decision-making, and automated workflow systems. Through the examination of case studies and empirical data, the research highlights the advantages of intelligent management, which include increased efficiency, decreased operational costs, and improved accuracy in decision-making. Nonetheless, challenges such as data security, system integration, and resistance to technological adoption persist as notable obstacles. In light of these insights, this paper suggests optimization strategies to bolster the intelligent management of healthcare administration.

Abstract This paper makes an in-depth analysis of the current situation of engineering project information management. Although information technology helps the site data transmission and data management, it is faced with obstacles such as lagging policies and regulations, different technology maturity and difficult change of cultural cognition. The trend of emerging technology integration and standardization integration is prominent. In order to cope with the challenges, it is suggested that the development bottleneck should be broken through policy support, industry-university-research cooperation, and cultural cultivation to promote the comprehensive implementation of information technology, and improve the efficiency of project management and risk control ability.

Abstract In recent years, the migration of rural populations and agricultural laborers has emerged as a dominant trend in China’s population shifts, yet despite the extensive literature on residential challenges faced by ruralurban migrants, there remains a notable lack of focus on their housing demands. This study aims to broaden the theoretical perspective by incorporating intergenerational differences, resource endowments, social capital accumulation, and social rights to investigate the key factors influencing rural-urban migrants’ housing tenure attainment, home purchase intentions and financing need in the context of China’s urbanization. Notably, the findings reveal that the younger generation of rural-urban migrants prefer rental housing, while the accumulation of urban capital contributes to their housing payments and financing demands. Furthermore, agricultural land resources boost property income, lowering the cost of urban citizenship and intensifying rural-urban migrants’ home purchase intentions. Additionally, national social security coverage proves indispensable in facilitating rural-urban migrants’ urban settlement and accelerating their full integration.

Abstract Research background: In recent years, as people’s living standards rise, the concept of healthy life takes root. Demand for sports and fitness grows, and a national fitness atmosphere forms. The State Council’s plans point to developing urban parks as sports parks to serve fitness and drive their development. Urban sports parks are expected to meet residents’ needs but face difficulties. Research Methods: Taking YL Sports Park in R city as the object, this paper uses literature, field research, and logical analysis methods to analyze consumption structure, sports resources, and related industries. It proposes development directions and paths in aspects like sports consumption, operation, service optimization, industry fusion, and diversified participation. Findings: Analyzes operational difficulties of YL sports park in R city. From quantitative distribution, there’s a shortage of mainstream venues and single types of fitness facilities with few integrated with nature and living space. From spatial distribution, overall sports and leisure space development is insufficient. Analyzes consumption structure of surrounding population. Sports consumption is transitioning to advanced level. Participatory sports consumption for recreation and socialization is becoming mainstream. Spectator sports consumption is low and not mass consumption yet. Future participatory sports consumption has potential. People over 50 focus on physical consumption. 18-49 pay more attention to participatory consumption. Ornamental consumption is low but 18-29 has a relatively high proportion. When optimizing sports consumption structure, consider age differences for targeted sports services and marketing to enhance consumer satisfaction. Optimization Path: 1. Optimizing the service scene is the key to cultivating sports consumption, and it is necessary to start from facilities, products, intelligence, activities, quality and cooperation between government and enterprises to create a high-quality consumption environment for development. 2. Strengthening tournament attraction and guiding the flow of traffic to cash. 3. By optimizing the publicity and promotion of the event, attracting more audience attention, accurately positioning the demand, and innovating the profit model, we can realize the efficient transformation of traffic into economic benefits.3. Strengthening the application of science and technology, and giving vitality to development.4. Establishing a closed-loop ecosystem, and forming the consumption agglomeration. Build a complete ecosystem covering multiple segments, integrate resources, provide rich consumption choices, attract traffic, promote consumption aggregation, and maximize commercial value.5. Hold public welfare activities, and pay attention to social benefits. CONCLUSION: In conclusion, this study aims to provide useful references and lessons for the operation of other urban sports parks, to promote the urban sports parks to play a greater role in the cultivation of urban sports talents, and to promote the prosperous development of urban sports.

Abstract This paper explores the new path of integration and development of red culture and tourism industry in the context of rural revitalization strategy. The study shows that the integration of red culture and tourism industry is of great significance in promoting rural economic development, cultural inheritance and innovation. The article analyzes the current challenges facing the integration development, including the lack of diversity in planning and design, the lack of a sound financial guarantee system, and the lagging behind in the construction of talent teams. In response to these problems, this article proposes new paths such as deeply excavating the essence of red culture, strengthening the construction of talent team, innovating the integration development mode, and increasing the guarantee. The conclusions of the study provide a theoretical basis and practical guidance for promoting the integrated development of red culture and tourism industry and helping rural revitalization.

Abstract This paper discusses the integration and expression strategies of cultural tourism resources in Quanzhou Sturgeon Village, analyzes the characteristics and development difficulties of natural, humanistic and social resources based on the symbiosis theory, and constructs multi-dimensional integration paths, aiming to reveal the internal logic of sustainable development of cultural tourism industry and provide reference for rural revitalization.

Abstract The rapid development of artificial intelligence technology is reshaping the innovation ecology and promoting profound changes in the talent cultivation mode of colleges and universities. Through literature research, case analysis and data statistics, this paper systematically explores the new trend and implementation path of university talent cultivation in the innovation consortium driven by artificial intelligence. It is found that there are outstanding problems such as lagging curriculum system, insufficient industry-teaching synergy and single evaluation mechanism. To address these problems, it is proposed to build a closed-loop cultivation system of ‘demand perception - resource reorganization - process optimization - effect tracking’, emphasizing the precision, personalization and intelligence of talent cultivation through the empowerment of AI technology. The results of the study provide a theoretical basis and practical guidance for the digital transformation of higher education.

Abstract This study explores the impact of emotional intelligence on the job performance of university lecturers and examines the mediating role of job satisfaction. Using lecturers from Shaanxi National University as the research subjects, the study investigates how emotional intelligence enhances job performance by improving work efficiency, fostering teamwork, strengthening stress management, and enhancing leadership skills. The findings indicate that emotional intelligence not only directly enhances lecturers’ teaching and research performance but also indirectly boosts performance through increased job satisfaction. Therefore, universities should focus on developing lecturers’ emotional intelligence to optimize overall education quality.

Abstract This paper conducts an in-depth study on the marketing strategies and brand building of multinational corporations in the Chinese market. By sorting out relevant theories, analyzing the development status of multinational corporations in the Chinese market, this paper details their marketing strategies in terms of product, price, place, and promotion, as well as brand building strategies such as brand positioning, communication, and maintenance. It also analyzes the practical effectiveness through successful cases. At the same time, the study points out that multinational corporations face challenges such as cultural differences, changes in policies, regulations, and the market environment, and digital transformation. Subsequently, optimization suggestions are put forward, including strengthening cultural integration and localization, adapting to environmental changes, and accelerating digital innovation. The research aims to provide theoretical support and practical references for multinational corporations to further penetrate the Chinese market and for the development of local enterprises.

Abstract Remote work’s rise in the mobile Internet era challenges employee loyalty due to reduced face-toface communication, weaker organizational culture, and work-life imbalance. Using Herzberg’s two-factor and Maslow’s hierarchy of needs theories, this study quantifies how satisfaction and need fulfillment affect loyalty, proposing virtual interaction and work-time optimization strategies. Moderate increases in virtual interaction boost motivation and social needs, enhancing loyalty, while capping work at 8 hours reduces burnout by lowering stress and improving hygiene factors. Charts and tables confirm these strategies’ impact, highlighting interaction frequency and time adjustments as key. This offers firms theoretical and practical tools to sustain loyalty, balancing efficiency and well-being.

Abstract This study examines the intricate interplay between venture capital and strategic investment in China’s large language model (LLM) sector, utilizing the high-stakes case of “Dark Side of the Moon” (Yue Zhi An Mian) as a focal point. By analyzing investment strategies, governance frameworks, and post-funding trajectories, the research illuminates how divergent capital priorities influence technological innovation and market competition. The findings underscore the tension between short-term financial objectives and long-term ecosystem development, proposing adaptive governance models to harmonize these competing interests. This work contributes to theoretical discourse on AI entrepreneurship while offering actionable insights for crossstakeholder collaboration in capital-intensive technology sectors.

Abstract With the vigorous development of the sports industry, SMEs are playing an increasingly important role in sports event operations. However, they face complex and diverse risks, which seriously affect the smooth progress of the events and the sustainable development of the enterprises. This paper, through methods such as literature review, Delphi method, and Analytic Hierarchy Process (AHP), conducts an in-depth analysis of the operational risks of SMEs in sports event operations, constructs a risk assessment index system with 2 first-level indicators, 6 second-level indicators, and 21 third-level indicators, and verifies the rationality and practicality of the system through case analysis. The research results show that SMEs should focus on internal risks and force majeure risks in external risks during sports event operations, while not ignoring the impact of other external risks. Through scientific risk assessment and management, SMEs can effectively enhance their sports event operation capabilities and market competitiveness.

Abstract China has made significant progress in coordinating urban and rural development, promoting new urbanization, and advancing rural development. The principal contradiction in Chinese society has shifted to the contradiction between the people’s ever-growing needs for a better life and the unbalanced and inadequate development, which is particularly prominent in rural areas. Currently, the allocation of rural elements still presents a state of “one scarcity and three difficulties”: few types of mobile elements, difficulty in outflow, difficulty in inflow, and even greater difficulty in retention. China’s rural revitalization strategy encompasses the construction of rural culture and tourism, emphasizing the application of digital technologies. How rural tourism in the digital era can promote the flow of urban and rural elements will directly affect the success of the rural revitalization strategy. This paper takes the Baimaguan Scenic Area in Deyang, Sichuan, as an example to explore this issue.

Abstract In the context of global economic governance and social transformation, the interaction mechanism between corporate charitable donations and government subsidies has become a central issue in analyzing the relationship between government and business. Based on the social exchange theory, this paper integrates domestic and foreign literature to reveal the internal logic and institutional constraints of government-enterprise resource exchange. The results show that charitable donation is a strategic tool for enterprises to obtain policy support and an important way for governments to reallocate social resources. The effect of charitable donation is moderated by factors such as property rights, industry characteristics, and political connections. Non-stateowned enterprises break through the institutional barriers through donation to obtain financial favors, while environmental protection enterprises strengthen their alignment with green policies through donation. Although the donation scale of state-owned enterprises is relatively low, they undertake unique public functions through non-monetary forms such as volunteer service. This paper proposes a policy framework to optimize the interaction between government and enterprise, including establishing a dynamic evaluation system of donation performance, improving the design of inclusive policies and promoting charity legislation, which provides theoretical and practical basis for the institutionalization of the third distribution and the collaborative governance of government, enterprise and society.

Abstract The development of digital finance has an important impact on the high-quality development of enterprises. Based on the data of A-share listed companies in Shanghai and Shenzhen from 2013 to 2022, this paper empirically examines the relationship between digital finance and high-quality enterprise development. The results show that digital finance can promote the high-quality development of enterprises. Further research shows that the three sub-dimensions of digital finance can promote the high-quality development of enterprises, and the intermediary effect is still valid, and it is more significant in non-state-owned enterprises and the eastern region. On the basis of the existing research on the relationship between digital finance and the high-quality development of enterprises, this study explores the mechanism from the perspective of financial asset allocation, so as to provide a theoretical basis for preventing excessive financialization of enterprises and promoting their long-term development.

Abstract The government-business relationship is the core of the business environment and serves as a crucial institutional guarantee for promoting high-quality economic development and the modernization of national governance. This study constructs an indicator system for the government-business relationship encompassing two dimensions: closeness and cleanliness. Using data from private listed companies on the Shanghai and Shenzhen A-share markets from 2016 to 2021, it examines the impact of the “close and clean”governmentbusiness relationship on corporate charitable donations. The findings reveal that the “close and clean” relationship significantly enhances the level of charitable donations by private enterprises, with both “closeness” and “cleanliness” dimensions playing a positive role.

Abstract In the current context where the trend of deglobalization is remarkably evident, the global economic landscape is undergoing profound adjustments. Chinese enterprises face numerous challenges in their overseas expansion and mergers and acquisitions. The integration strategies after mergers and acquisitions have become crucial for Chinese enterprises to achieve their expected goals. Based on the institutional theory and resource dependence theory, this article conducts an in-depth analysis of the integration strategies of Chinese enterprises after overseas mergers and acquisitions. It not only clearly expounds on the key elements and internal logic of integration from a theoretical perspective but also provides practical suggestions for enterprises by combining real cases. The aim is to assist Chinese enterprises in successfully completing overseas merger and acquisition integration in the deglobalization environment, avoiding risks, optimizing resource allocation, and enhancing their international competitiveness and global influence.

Abstract As global aging intensifies, the demand for health management and safety monitoring of the elderly has surged, particularly in China. Internet of Things (IoT) technology offers technical support to address the issue of home care for the elderly through real-time monitoring, data analysis, and intelligent early warning. This paper will integrate marketing theory to explore how to combine IoT technology with the marketization of elderly health monitoring products, analyze changes in industry demand, competition patterns, and policy orientations, and propose a feasible path for the coordinated development of technological optimization and marketing strategies.

Abstract Cultural industry is an important pillar to help social development, in the context of the current era, with China’s emphasis on high-quality economic development, the improvement of people’s quality of life and the growing spiritual demand, promoting the development of cultural industry has attracted great attention. However, there are still some problems in the development of the cultural industry, in order to change the status quo, relevant units must keep up with the pace of development of the times, combine advanced technology and cultural industry from the perspective of digital economy, and escort the realization of high-quality development. This paper explores the strategy of digital economy to empower the high-quality development of the cultural industry for reference.

Abstract Driven by the digital economy, the traditional engineering industry is undergoing a profound change. Small and medium-sized cost consulting companies can help companies keep up with policy and market changes through digital transformation. With the help of SWOT-PEST analysis framework, this paper clarifies the advantages, disadvantages, opportunities and threats brought by the internal and external environment of small and medium-sized cost consulting enterprises to digital transformation, and provides countermeasures and suggestions for the digital transformation and upgrading of small and medium-sized cost consulting enterprises from the aspects of cost control, win-win cooperation, talent training and data security management.

Abstract The study examines factors influencing consumers’ purchase intentions in live-streaming e-commerce, focusing on top influencers. Based on the DeLone and McLean Information System Success Model, the impact of product characteristics, information quality, interaction strategies, service quality, and perceived value is analyzed. Data from 151 respondents show that all these factors significantly influence purchase intentions, with service quality and information quality having the strongest effects. The findings offer practical insights for optimizing influencer strategies and enhancing consumer engagement in China’s growing live-streaming market.

Abstract Effective regulation of industries necessitates a careful equilibrium between fostering investment, ensuring service quality, and maintaining consumer affordability. This study critically examines diverse regulatory frameworks, with a primary focus on incentive-based regulation, a widely adopted approach across various sectors and jurisdictions. Through a comprehensive review of the literature, the paper evaluates price control mechanisms, investment incentives, and the informational asymmetries that challenge regulatory effectiveness. While price cap regulation enhances efficiency and affordability, it may inadvertently compromise service quality. Additionally, the study explores the role of investment regulations in sustaining long-term infrastructure development while mitigating disincentives that deter firm participation. By synthesizing existing research, this paper provides insights into optimal regulatory strategies that encourage firms to enhance service quality and invest efficiently. The findings highlight the necessity of adaptive, data-driven regulatory frameworks capable of addressing the complexities of evolving market dynamics and economic conditions.

Abstract This paper explores the innovation of cross-border e-commerce talent cultivation models under the empowerment of digital intelligence. It analyzes the current status and challenges of existing talent cultivation models, proposes the impact of digital intelligence on talent cultivation, and constructs an innovative model. The research findings indicate that the application of digital intelligence technologies can significantly enhance the quality and efficiency of talent cultivation. This paper provides theoretical basis and practical guidance for universities and other educational institutions to respond to the rapid development and technological changes in the cross-border e-commerce industry.

Abstract In view of the importance of mental health education in colleges and universities and the practical problems of psychological file management in local universities in Yunnan, this paper aims to explore effective management strategies. Research through the literature analysis, using the method of questionnaire survey and in-depth interview, collected many local universities of Yunnan psychological archives management data, reveals the problems existing in the current management, this paper puts forward the construction of scientific file management system, improve management professional ability, using information means to optimize the management process, in order to improve the local university psychological archives management of scientific and effectiveness, provide powerful data support for mental health education in colleges and universities.

Abstract At present, the global economic pattern is profoundly adjusted, the pace of domestic economic transformation and upgrading is accelerated, and the investment and financing management of state-owned enterprises, as an important pillar of the national economy, is facing unprecedented challenges. Under the new situation, the policy environment, market dynamics, technological change and other factors are intertwined, making the complexity of investment and financing activities of state-owned enterprises increase significantly. Policy adjustments may bring uncertainty in investment direction, market fluctuations directly affect investment and financing returns, and the superposition of credit risk and operational risk increases the management difficulty. How to realize the efficient management of investment and financing in the complex environment of state-owned enterprises has become an urgent problem to be solved. Starting from the new situation, this paper analyzes the main risks faced by the investment and financing management of state-owned enterprises, and puts forward targeted preventive strategies combined with practical cases, aiming to provide theoretical support and practical guidance for state-owned enterprises to improve the level of investment and financing management and realize high-quality development.

Abstract This study addresses financial technology companies’ application of artificial intelligence and its implications for consumer behavior, particularly financial technology companies’ maintenance of relationships with consumers through trust establishment. As artificial intelligence technology in financial companies continues to expand at a high velocity, an increasingly high number of companies have started utilizing AI in offerings such as personalized investment advice, credit rating, and fraud analysis. Nevertheless, even with growing efficiency and individuality in service through AI application, information protection and information security concerns have increasingly become a matter for concern for consumers. In this study, case studies of AI application in platforms such as TikTok, Xiaohongshu, Meituan, and Taobao have revealed information protection, transparency in information use, and trust establishment have become key concerns in AI-powered platforms. According to the study, transparency, security, and user experiences have become key factors in shaping trust, and financial technology companies have to build long-term trust through effective establishment of privacy policies, enhancing information protection, and enhancing user experiences. In conclusion, in terms of balancing AIpowered service with trust establishment for consumers, financial technology companies have guidance in this study.

Abstract This study explores the digital financial management transformation of the banking industry in Jinan, Shandong Province, China. Employing quantitative research methods, it analyzes driving factors, implementation measures, and effects of the transformation, while identifying challenges faced. The results, based on a sample of 305 employees from major banks, indicate a high level of digital transformation with significant impacts from implementation measures. However, areas like technology integration and data security require improvement. A strategic plan is proposed to optimize the digital transformation for better operational efficiency, resource allocation, and customer experience.

Abstract It is an important mission for people in the new era to make comprehensive innovation according to the national top-level design and the specific innovation strategies introduced by the local government, and to explore the realistic path of innovation for the integration of urban and rural areas to empower new quality productivity. In the practice of socialist rule of law, making a correct distinction between guiding norms is an extremely important approach for New Quality Productivity empowering Urban-rural Integrated developing nowadays.The new quality productivity is a more integrated and new connotation productivity in the new era, which plays an important enabling role in urban-rural integration.

Abstract This article explores the development and implementation of a structured risk management framework for Norco’s proposed ERP system. By systematically identifying and analyzing potential risks, the report demonstrates how Norco can allocate resources efficiently and develop targeted mitigation strategies to address key challenges. Through a proactive approach to risk management, the article shows how Norco can successfully navigate ERP implementation risks, ensuring project success and achieving sustainable organizational growth.

Abstract The Belt and Road Initiative, proposed by China as a global cooperation framework, plays a significant role in global economic cooperation and regional coordinated development. It aims to promote infrastructure connectivity, trade, financial integration, and cultural exchanges. Based on the principles of globalization and regional cooperation theory, the initiative has been promoting economic growth and social integration of countries along the route by building a multi-level practical framework. This has significantly improved regional economic competitiveness and international cooperation. However, the implementation process faces challenges such as complex political environments, differences in legal systems, and unbalanced economic development. It requires continuous improvement in multilateral coordination and cooperation mechanisms. This paper comprehensively explores the theoretical basis, practical path, impact, and challenges of the Belt and Road Initiative, summarizes its important role in international economic cooperation and potential to promote global governance innovation, and provides a useful reference for theoretical research and policy formulation in related fields.

Abstract This study aims to explore and optimize international marketing strategies and the application of brand global operations. With the acceleration of globalization and the intensification of international market competition, international marketing strategies have become increasingly significant for both theoretical researchers and exporting companies. The research begins with an overview of the company’s operations, followed by the application of Porter’s Five Forces Model and SWOT analysis to assess the company’s strengths, weaknesses, opportunities, and challenges in its development process. It also proposes pricing strategies, distribution strategies, and promotional tactics in response to opportunities and issues encountered in the international marketing process. The study emphasizes that, in order to enhance the company’s overall competitiveness, win in international market competition, maintain a leading market position, and achieve product leadership and efficiency-driven global operations, companies must continuously refine their international marketing strategies.