摘要
文化差异对国际营销活动的影响具体体现在对目标市场选择策略、渠道策略、产品策略等企业国际营销决策的影响上。企业要成功实施国际营销活动,在跨文化管理问题上,必然要进行某种程度的文化融合与创新。延续母国文化或适应当地文化均只是相对而言,或者是企业不同时期的不同策略选择。开展国际营销活动的企业可以根据与东道国的文化差异程度以及企业具体情况做出适当的选择。
Target tactics, channel tactics, and product tactics in international marketing are all influenced by cultural differences. In order to run international marketing tactics successfully, cultural ferment and creation should be carried on in terms of cross cultural management.Whether to follow native culture or local culture is relative and depends on different tactics in different periods of time.Enterprises should make proper choice based on degree of cultural differences and strength of enterprises.
出处
《北京机械工业学院学报》
2004年第2期49-53,共5页
Journal of Beijing Institute of Machinery
关键词
文化差异
国际营销
营销管理
企业
营销决策
cultural difference
international marketing
marketing management
