摘要
从理论角度阐述了文化在企业国际市场营销活动的重要性及其影响力;并从了解、熟识和精通文化的逻辑顺序列举了企业的国际营销对策。通过对比三种营销策略的优缺点,以求企业有清楚的认识和合理的定位,根据其所处生命周期的不同阶段、实力以及企业经营战略来选择适合自身的营销对策。
This article elaborates the culture＇s importance and influence in the international marketing activities from the theoretical perspective. In addition, this article fists the three enterprises＂ strategies in the logical order of the degree of the understanding about the culture .And by comparing the three strategies, this article mean to give the readers a clear understanding and the rational position of the enterprises, and the enterprises should choose their own marketing strategy according to different stages and strength.
出处
《价值工程》
2006年第10期104-106,共3页
Value Engineering
关键词
文化
国际市场营销
策略
culture
International marketing
marketing strategy
