摘要
文化价值观可通过以文化为基础所形成的社会规范来影响消费者的行为 ,而营销目标就是要以消费者为中心 ,因而不同的文化模式就要求有不同的营销模式。运用文化分析法 ,可以清楚地看出中美日文化之间的差异。在中美日三个国家不同的文化模式下进行营销 ,全球化公司必须采用不同的营销模式 ,否则就会产生不利于业务拓展的文化冲突 ,甚至于失败。
Cultural value will make difference in customers behavior through the social norms based on culture. Marketing objective is to understand consumers needs and satisfy them in a manner of facing God alike. So different cultural model needs different marketing model. The difference among China, America and Japan can be clearly seen with cultural analysis method. Selling in different cultural model of the three countries, global corporations must make use of different marketing models, or they will produce cultural conflicts that will disadvantage business development and even failure.
出处
《华东经济管理》
2002年第4期109-112,共4页
East China Economic Management
