中美营销差异剖析及其融合——基于象思维的营销框架

An Analysis of the Differences and Unity of Chinese and American Marketing——a marketing framework on the basis of image thinking

中西文化的差异导致了中美营销的差异,而中美文化的差异主要源于思维差异。为了更好的融合中美营销,实现中西合璧,论文从思维之源——象思维出发思考中美营销的融合,最后以象思维的经典《易经》为启发,构建了一个基于象思维的营销框架。

The differences between western and Chinese culture have resulted in the conflicts between Chinese and American marketing, while the cultural differences between China and American are mainly derived from the differences of thinking mode. In order to better harmonize Chinese and American marketing, and realize the dream of compensation between China and the west, this article avails itself of the source of thinking, i. e. , image thinking as the starting point to consider the marketing issue in concern. It attempts to construct a marketing framework on the basis of image thinking under the inspiration of The Book of Changes, the classic work of image thinking.