国际营销渠道中文化差异对于跨组织沟通行为的影响

Impact of Cultural Difference on Interfirm Communication in International Marketing Channels

通过对3家中国企业进行调查研究,从沟通方式、沟通频率、沟通方向、沟通内容以及沟通与冲突的关系等五个方面,探讨了在国际营销渠道中文化差异对于企业之间沟通行为的影响,从中国企业的角度描述了在实际的国际营销活动中企业之间沟通行为的细节。有两点主要结论:第一,文化差异确实影响着国际营销渠道中企业之间的沟通行为;第二,文化差异使企业之间更容易产生沟通不足的问题,而沟通不足也更容易引发合作者之间的冲突。

Based on the survey of three Chinese firms, this paper has dealt with the impact of cultural difference on the interfirm communication in international marketing channels in terms of the communication mode, frequency, direction, content, and the relationship between communication and conflict. It has also depicted the details of the behaviors of the interfirm communication from the perspective of Chinese firms. Two conclusions have been reached that, firstly, cultural difference indeed affects behaviors of interfirm communication between firms in international marketing channels; secondly, cultural difference is easier to cause the problem with communication deficiency between firms in international marketing channels, which is in turn easier to induce the conflict between them.