摘要:在經濟日趨全球化,文化日益交融的今天,企業(yè)在國際營銷過程中應重視分析文化環(huán)境,識別不同價值觀之間的差異,制定相應的跨國營銷策略.進行國際下場營銷活動中,我國企業(yè)必須重視各種文化環(huán)境因素的影響.本文主要探討國際市場營銷中文化差異所導致的文化沖突及相應的解決方式,并指出企業(yè)可以充分利用這種文化差異變成新的競爭優(yōu)勢來源以及文化因素在國際營銷中具體體現,分析了文化因素對國際市場營銷的影響,提出了我國企業(yè)的應對措施.
關鍵詞：國際市場營銷； 跨文化沖突； 應對措施
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