跨文化营销与本地化策略

Cross-cultural Marketing and Localized Marketing Strategy

随着全球经济一体化的发展,营销需要在跨文化的背景下进行,而文化差异带来消费者的消费观念与消费行为的不同,引致文化障碍与冲突。实施本地化策略可以更好地保证跨文化营销企业在不同文化环境下的生存和发展。

With the development of integration of the global economy, marketing is operated in trans-cultural environment, and different cultures bring about different manner and behavior of oonsumption that produces cultural oonflicts and obstacle. Cross-cultural marketing enterprises that carry out localized marketing strategy can survive and develop better under various cultural environment.