About digital marketing of Belarusian companies in the Chinese market

Abstract

The relevance of the article is due to the development of economic relations between the Republic of Belarus and China. This trend makes marketing of products and brands of Belarusian companies in China undoubtedly relevant. The article considers the task of implementing international digital marketing of Belarusian exports in China. Three alternative options are considered. The first option is to use the already established infrastructure of international marketing in the Republic of Belarus. The second is to use the already established infrastructure of digital marketing in China. Based on the SWOT analysis, the disadvantages of these two options are identified, which can be overcome by the proposed solution for the third option. The third option is to create an innovative cross-border digital ecosystem for marketing Belarusian goods in China. Based on the process approach, a model of such a digital ecosystem is proposed. The model has the form of a set of life situations that develop between companies supplying products in the Republic of Belarus and their customers in China, and many business processes of digital ecosystem services to resolve these situations. The advantages of the proposed solution and possible ways to expand its capabilities are indicated. The practical significance of the study is that it can be used as the basis for a project that may be of interest to a number of institutions specified in the article.