文化对市场营销和广告策划的影响

Cultural influences on marketing and advertising strategies

经济全球化使越来越多的国内企业面临着市场转移。在商品市场发生重大变化过程中,对文化的认识和理解起着重要的作用。本文从市场营销和广告策划两个方面讨论文化因素对二者所产生的影响,指出文化与市场营销和广告策划是相互制约的互动关系。文化影响着市场营销的方式和广告的策划,而市场营销和广告策划在推销商品的同时,也在无意中扮演着文化使者的角色。

More and more enterprises with the development of interna tionalization are going to the world market, during which the interpretation of different cul tures will play an important role in their marketing and advertising strategies. This article will discuss the interactive relationship between cultural influen ces and marketing and advertising strategies, claiming that a specific culture e xerts influence on marketing and advertising strategies on the one hand, and vic e versa on the other.