摘要:在经济日趋全球化,文化日益交融的今天,企业在国际营销过程中应重视分析文化环境,识别不同价值观之间的差异,制定相应的跨国营销策略.进行国际下场营销活动中,我国企业必须重视各种文化环境因素的影响.本文主要探讨国际市场营销中文化差异所导致的文化冲突及相应的解决方式,并指出企业可以充分利用这种文化差异变成新的竞争优势来源以及文化因素在国际营销中具体体现,分析了文化因素对国际市场营销的影响,提出了我国企业的应对措施.
关键词：国际市场营销； 跨文化冲突； 应对措施
Abstract:Nowadays,as economy becomes more globalized and cultural exchange is frequent ,enterprises should pay attention to analyze of cultural background during their international marketing executive ,recognize the difference of various values and set up relative international sales strategy.Chinese companies must concern about the influence caused by different cultural environments.This article mainly discussed conflicts brought from cultural variety and relative solutions in international marketing field and indicated that enterprises could profit this variety to create competitive chance.In additional,it points out cultural factors’ demonstration and analyzes the influence brought by cultural factors during international marketing ,as well as,corresponding measures for our companies.
Key words:International marketing,cross-cultural conflicts,corresponding measures