摘要
国际市场营销是在跨文化的背景下进行的,文化差异带来了消费态度和消费行为的不同。制定正确的跨文化营销策略,充分认识消费者的文化特征是营销取胜的基础;了解、适应一国的文化环境,排除文化差异是国际营销活动顺利进行的前提和保证;企业通过外向配置,借助营销第三方势力,可以加速了解跨文化市场,降低经营风险,提高营销效率。
International marketing is operated in trans-cultural environment, and different cultures bring about different manner and behavior of consumption. Successful marketing is based on the adoption of correct cross-cultural marketing strategy and full recognition of the cultural features of consumers. The premise and guarantee for smooth international marketing operations are to understand and get used to a certain cultural setting and overcome cultural barriers. Enterprises can speed their understanding of cross-cultural market, reduce operating risk and improve their marketing efficiency by exterior deploying and by help of the marketing network of sales agents.
出处
《四川大学学报（哲学社会科学版）》
CSSCI
北大核心
2005年第4期28-31,共4页
Journal of Sichuan University：Philosophy and Social Science Edition
关键词
跨文化营销
文化差异
本土化营销策略
适应化营销策略
借助第三方策略
cross-cultural marketing
cultural differences localized marketing strategy
adaptable marketing strategy
sales agent marketing strategy
