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文化对国际促销的影响


全文字数:5500字左右  原创时间:<=2022年

【内容摘要】

文化对国际促销的影响


为了提高在全球市场中的竞争力,越来越多的中国企业正走向全球市场,开始涉足跨文化营销。国际促销又是国际营销中的一种策略。国际促销必然与国际经营环境的大背景密切相关。由于文化差异造成沟通上的困难是国际促销活动中所面临的重大障碍。重视文化差异者,促销成功;不重视文化差异者,促销失败。本文试从文化和促销的角度入手,通过大量的分析文化、国际促销的特点和作用,结合实例论述文化对国际促销的影响。

关键词: 文化;国际营销;国际促销;文化差异;影响
Abstract
To improve the competition of the global market, more and more Chinese companies are entering global markets and have begun to get involved in cross-cultural marketing. International promotion is a strategy in international marketing. International marketing and international business environment, the inevitable background are closely related. Due to cultural differences caused by the difficulties of communication, international marketing activities face major obstacles. Those who attach importance to cultural differences will welcome the promotional success; or not. From the perspective of culture and promotion, the thesis is exploring the impact of culture on international marketing, through the analysis of the characteristics and the roles of culture and international marketing.

Key words:  culture  international marketing  international promotion 
            cultural differences  impact

 

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