国际文化营销的动因及其成功因素研究

Research on the Causal and Successful Factors in International Culture Marketing

本文首先讨论了国际文化营销产生的动因,分析了国际贸易中的比较优势理论与要素禀赋理论对解释国际文化营销产生动因的缺陷,并提出合理解释国际文化营销产生动因的理论应为文化互补理论。在此基础上,本文提出,国际营销在某种程度上是文化营销；国际文化营销取得成功的关键因素遵循产品特点对新产品接受率影响模型。本文最后分析了国际文化营销的市场进入模式并发展了评判框架。

This article first discusses the reason of international culture marketing after careful examination of Comparative Advantage Theory and Factor Endowment Theory and finds that Culture Complementation Theory provides plausible reasons for international culture marketing. Based on this analysis, the article proposes that international marketing is to some extent culture marketing and the model of influence of product characteristics on rate of adoption can be borrowed to explain the key successful factors of international culture marketing. To conclude, the article analyses different market entry strategies and develops a framework to judge them.