基于经济全球化视角的中国民族企业跨文化营销战略研究

A Study of the Cross-cultural Marketing Strategy for Chinese National Enterprises from the Perspective of Economic Globalization

经济全球化必然伴随着国际区域经济的一体化,跨文化营销实践在这一进程中得到不断深化,并成为影响现代国际市场竞争格局的重要因素。以美国、日本等为代表的现代市场经济体,在不同文化背景下的各个海外目标市场经营取得了成功。这为我国企业开拓海外市场提供了很多有益的启示。

Economic globalization inevitably goes hand in hand with the integration of regional economy at the world scale, and in this process cross - cultural marketing has deepened and turned out to be a key factor which has asserted strong influence on shaping the international competition pattern. Modem market economy like the United States and Japan has achieved great success in their oversea markets of various cultural back- grounds, which may cast new lights on the exploration of overseas market for Chinese national enterprises.