摘要：Place brand cannot be built without regional culture, and regional cultural confidence from excellent regional culture is an important force for place brand internationalization and win host country consumers. Alao, regional culture also plays an important role in the informatization of brand matrix support. Based on the perspective of legitimacy, this paper puts forward the connotation of regional cultural confidence strategy and discusses the specific effectiveness of regional cultural confidence strategy. In the future, the regional cultural confidence strategy from the perspective of legitimacy can be exploratively constructed and tested based on big data, which is of great significance for enriching relevant theories of local brand internationalization strategy.
