国际市场营销中细节文化差异应用研究

Application of Detailed Cultural Difference in International Marketing

经济全球化使得越来越多的国家和企业不断跻身于国际化的竞争中。也正因为如此,国家和地区间巨大的文化差异对商务活动的影响日渐明显。跨文化交际能力越强,企业越能迅速和顺畅地进入国外市场,规避风险,从而更容易取得国外消费群体的信任,获取更广阔的市场和更大的市场份额。而当今跨文化交际已不再是中国人见面握手、西方人拥抱和亲吻对方脸颊这么泛泛的区别。影响和决定企业成败的关键在于更深层次和更细节的文化差异对市场营销的影响。因此,为了获取成功,企业需要对文化有很强的敏感度,意识到文化的细节化差异。本文以产品及相关联的营销渠道管理为突破口来系统梳理市场营销中对文化差异的研究,提出尊重文化细节差异的基础上的市场营销策略。

With the development of globalization, more and more companies enter the global market. Just because of this, cross-cultural communication becomes more important than ever. A good understanding of how culture impacts the international business helps to manage risk better and identify the right business opportunities to seize, and generally becomes more easy to persuade foreign customers to strengthen the competition power to make the international business a success. Nowadays, cross-cultural communication does not only mean shaking hands for Chinese or kissing for Western people. What impacts the success of business is the detailed difference among different cultures. In order to be successful, companies should have strong cultural sensitivity and awareness of detailed cultural difference. This article aims to combine channel management to analyze the influence of detailed cultural difference on marketing to clarify the efficient marketing strategies based on the cross-cultural communication.