跨文化营销运作模式的建构

The Building and Constructing of Operating Mode of Cross-cultural Marketing

跨文化营销运作模式仅仅是跨文化营销模式的一种 ,它主要是从企业方面来看跨文化营销的整个运作过程。本文建构的跨文化营销运作模式包括六个阶段要素 ,即跨文化营销进入、跨文化营销渗透、跨文化营销扩展、跨文化营销结合、跨文化营销巩固、跨文化营销融合等。该模式只是企业进入异质文化的一般推进模式 ,其基本思想是市场推进与文化推进齐头并进 ,以文化推进为市场推进的后盾。通过对这一模式的建构 ,可以为企业跨文化营销运作提供思路和方法 。

The operating mode of cross-cultural marketing is only one kind of the cross-cultural marketing mode; it views the whole operation course of cross-cultural marketing mainly from the aspect of enterprises. The cross-cultural marketing operating mode built in this text includes six stage elements, namely cross-cultural marketing entering, cross-cultural marketing permeating, cross-cultural marketing expanding, cross-cultural marketing combining, cross-cultural marketing consolidating, cross-cultural marketing merging etc. This mode is only a general promotion mode for enterprises to enter the heterogeneous culture; its basic thought is that the market advancement advances side by side with culture advancement, with the latter as the backing of the former. Building and constructing this mode can offer thinking and methods for enterprises ' cross-cultural marketing and operating, prevent enterprises from taking more detours in cross-cultural marketing.