西方跨国公司跨文化服务营销的经验及其借鉴

The Experiences on the Cross-cultural Service Marketing of the Western Multinational Companies and Suggestions to Chinese Companies

在竞争激烈的现代市场中,服务逐渐成为最能创造价值的营销利器,日益成为市场营销的核心。本文通过介绍一些西方跨国公司跨文化服务营销的成功案例,分析其在营销过程中所运用的策略,总结出其取得成功的经验,同时提出我国跨国公司在跨文化服务营销过程中应借鉴西方的成功经验,与企业自身特点相结合,制定适合自己的跨文化服务营销策略。

In the modern market with keen competition, the service gradually becomes the core of marketing and the marketing weapon that can create most values. This paper has analyzed some successful cases about cress-cultural service marketing of western multinational companies, and discussed their tactics and experiences of achieving success. Then this paper has put forward some suggestions to Chinese companies in their cress-cultural service marketing.