国际市场营销中民族文化因素影响及因应对策

Influence of National Culture on International Marketing and Countermeasures

从国际市场营销中的文化因素出发,阐明民族文化对国际市场营销的影响以及影响的特点,即广泛性、深刻性和微妙性。以实例说明文化因素在跨国营销过程中的重要性。面对当前跨文化营销活动日益频繁的趋势,从解决文化抵制问题、正确认识文化的渗透性、重视跨文化人力资源管理和企业文化创新等四个方面论述了国际市场营销中民族文化的因应对策。

Taking account of the cultural factors of international marketing behaviors, the widespread, profound and subtle influence of national culture on international marketing is discussed. The significance of cultural factors in transnational marketing process is illustrated with an example cited. Facing the challenge from increasingly developed transcultural marketing activities, the four measures to take are discussed in connection with the effect of national culture on international marketing, ie., to overcome the difficulty of discrimination against foreign imports, to understand properly the cultural infiltration, to manage properly the transcultural human resource and to renovate business culture.