摘要
文化差异一直是影响营销行为的重要因素,如何通过统一模式来准确地描绘文化之间差异也一直是营销理论界研究的重点,用统一的指标或维度来衡量差异是通用的研究视角。Hofstede作出了奠基性的贡献;Schw artz模型被奉为最具生命力的研究;T erry C lark模型则综合了文化差异对营销者与消费者双重影响。
The cultural difference has been the important factor of influencing the marketing behaviors all the time. It has been the focal point how to describe accurately the difference between culture through unifying the mode in the theory circle of the marketing. Hofstede made laying a foundation contribution;Schwartz model is regarded as the research that has vitality most;the comprehensive cultural difference model of Terry Clark integrated the double influences between consumers and sales men.
出处
《太原理工大学学报（社会科学版）》
2006年第1期24-28,共5页
Journal of Taiyuan University of Technology(Social Science Edition)
基金
湖南省社会科学规划办资助项目(编号:04ZC050)
上海财经大学现代营销中心资助项目
关键词
国际营销
文化
差异
international marketing
culture
difference
