试论跨文化市场营销

A Discussion of Trans-cultural Marketing

文化的魅力在于它固有的可定性分析同时又非常复杂的特性。文化是生活方式的总和,它包括诸如一般行为、信仰、价值观、语言和社会成员的生活方式等要素。诸要素的组合会产生不同的文化模型,它能引导经营者在变幻莫测的国际市场中把握营销策略。

The glamour of culture lies in its intrinsic qualitative analysis and its complicated feature. Culture is the sum of the life style. It includes some elements such as the general behavior, belief, values, language and the life style of the social members. The composition of various elements gives rise to diverse cultural models, which can lead the operators to hold the marketing tactics in the unfathomable international market.