国际营销中的文化策略

随着全球经济一体化趋势的日益加强,跨国经营活动的日趋频繁,企业越来越关注文化差异对营销的重要影响。语言、宗教、种族、风俗、价值观等因素的差异,常常造成不同文化之间沟通的障碍,导致经营的失败,这就需要国际营销管理人员对双方文化持理解、尊重和包容的积极态度,采取有效的文化适应、互动和整合等跨文化营销沟通方式,克服营销沟通的障碍,取得营销沟通活动的成功。对国际营销而言,文化差异既是挑战,也是竞争优势的来源。企业应该充分挖掘它对营销的有利方面,以此建立新的竞争优势。

The Cultural Strategy in International Marketing

With the reinforcement of the trend to globalization,transnational operations are increasing,and enterprises pay more attention to the culture difference's great influence on marketing.The differences in many respects,like languages,religions,races,customs and values,always lead to comunicational obstacles between the two parties from different cultures,and even result in failure in marketing.In order to overcome the obstacles in the marketing communication and to manage to succeed in the activity,international marketing executives should hold the positive attitude of comprehension,respect and toleration,while taking more effective communication measures,such as culture adjustment,mutual-influence and whole combination.For international marketing,cultural difference is both challenge and advantages in competition.Enterprises should fully explore its strong points in marketing and establish new competition advantages.