跨文化与跨民族市场营销的人类学思考

Anthropological Thinking on Cross-cultural and Transnational Marketing

在经济全球一体化发展的态势下,如何更加有效地从跨文化和跨民族的需要出发,开展国际营销活动,对世界各国各民族的经营管理人员而言,是一个更富挑战性的任务。人类学的理论认为人们的一切行为都受约于其文化价值体系的刚性结构,跨文化跨民族营销是当代人类经济社会行为的一个重要领域,因此也是人类学研究的一个重要领域。从不同的角度讨论人类学对跨文化跨民族营销的诠释,探讨跨文化跨民族营销与传统营销的差异性,并对增进营销人员的跨文化跨民族经营能力提出具体建议具有非常重要的意义。

Under new trends of the global economic integration and development, how to conduct international marketing more effectively according to the cross-cultural and transnational needs becomes a more challenging task for the managerial staff from various nations and countries. Anthropological theory argues that all human behaviors are subject to be constrained by their rigid structure of cultural value system. The cross-cultural and transnational marketing activities are an important field of contemporary human social and economical behavior, and as such, is an important field of anthropology research. There are very significant of discussing the anthropological explanations on cross-cultural and transnational marketing from different perspectives, probing the difference between cross-cultural as well as transnational marketing and traditional marketing, and providing some suggestions to promote the cross-cultural management capability of the transnational marketing managers.