Role Positioning Strategy,Place Brand Trust And Host Consumer Acceptance

Place brand internationalization is an important way for regions to gain competitive advantage in global market competition.However,due to the differences in culture,system and cognition in transnational operations,place brands are often difficult to be accepted by host country consumers,leading to internationalization.It is even difficult to carry out in a low-efficiency form.However,there is no sufficient discussion on how to obtain consumer acceptance in the host country during the internationalization of place brands.This study focuses on the various roles that the region may locate in the international market.It develops a place role positioning strategy based on the perspective of moral rationality,and constructs a place role positioning strategy and a conceptual model of host consumer acceptance.And through the collection of empirical data on the evaluation of foreign Place brands in the Chinese market,a total of 670 valid questionnaires were obtained for empirical analysis.The research results show that the three strategies of role vertical orientation,place role-friendly positioning and place role environmentalization positioning based on ethical rationality development are supported.Through the structural equation model test results,the developed place role positioning strategy can positively influence the place brand.Trust and thus positively affect the acceptance of consumers in the host country.This research is based on the perspective of moral rationality to develop regional role-positioning strategies.This is different from the previous discussion of regional positioning in a specific role.The addition of moral rationality can enable consumers to not only realize the expectations of regional role performance,but also reduce risk perception.It can also enhance the positive expectation of regional role performance through ethical and reasonable perception,generate trust and acceptance,and enrich the regional role positioning theory from a new perspective.The regional role-positioning strategy developed by this research can provide guidance for behavior,attitude and ability management of regional brands in the process of internationalization.It reflects the fairness and impartiality,social responsibility,and integrity through role behaviors,attitudes and abilities.Management,respect for the traditions of the host country,consideration of the overall development and security of the society and the protection of the environment can achieve moral rationality and then be transformed into consumer acceptance by the host country.Contrary to the limitations of research capabilities,this study does not explore the role-positioning strategy from the perspectives of practical rationality and cognitive rationality theory of rationality theory.Future research can further explore the development of other two rationality and role orientation strategies and The effect of the relationship between rationality on role positioning.