Keyword: «countermeasures»

Along with the rapid development of global economic integration, the Belt and Road Initiative has created excellent cross-border development opportunities for Chinese enterprises. In particular, it is worth noting that there are many cultural differences be-tween countries along the Belt and Road in terms of history, culture, customs, basic na-tional conditions and legal systems, which will inevitably have a negative impact on cross-border cultural exchanges for Chinese enterprises. Under the Belt and Road Initiative, in-depth research and analysis of the issues affecting cross-border cultural exchange in Chi-nese enterprises and proposed strategies will help create a positive impetus for cross-border cultural exchange in Chinese enterprises. Corporate culture is a unique cultural phenomenon consisting of corporate beliefs, rituals, symbols and ways of doing things, which plays an irreplaceable role in the development and functioning of a company. Cor-porate culture is an organization by its values, that is, by those aspects that are involved in the daily work of the enterprise. In the new context of the Belt and Road Initiative, cross-border cultural exchange has undoubtedly become a new means of promoting the development of Chinese enterprises: First, cross-border cultural exchange promotes the cultural integration of Chinese and foreign enterprises while achieving their own sustainable development. Secondly, it should play a positive role in promoting the integration of Chinese enterprises into the global economy. Cross-border exchanges between Chinese enterprises have not been around for very long, and there are still many problems, and a full-fledged development model has not yet been formed. While actively adopting the excellent corporate culture of foreign companies, Chinese companies should also improve their own corporate culture to further build a new market development model in the context of the new Belt and Road era.