论哈根达斯公司的市场营销战略与技巧

虽然哈根达斯公司在中国市场很成功，但是在调研的过程中，发现该公司的不少方面均存在可能的提升空间，如果加以适当的改进，相信可以帮助哈根达斯公司获得更多的市场份额、更多的客户和提高竞争力。作者认为哈根达斯公司应该在提供符合其品牌定位的服务、产品、目标市场和消费环境这些方面贯彻公司的整体市场战略。
本文通过文化差异，不同的思维方式，以及各国谈判风格的角度来讨论文化差异对在华外资企业国际商务谈判过程中的影响。首先，作者对本文的中心思想，讨论的重要性以及其结构框架做了简要的介绍。另外，论文在文献回顾环节，把前人对跨文化商务沟通的研究做了简要的概括和总结。文章通过对二手资料中相关国际商务谈判的案例进行分析，从而对中西方国家谈判者的不同谈判理念以及他们在国际商务谈判中的不同表现进行了深度的探讨。

关键词：文化差异；商务谈判；影响

Abstract

Although Haagen-Dazs is very successful in the Chinese market, in the process of investigation, we find that there is room for improvement in many aspects of the company. If we make appropriate improvements, we believe that it can help Haagen-Dazs to gain more market share, more customers and improve its competitiveness. The author believes that Haagen-Dazs should implement its overall market strategy in providing services, products, target markets and consumer environments that are in line with its brand positioning.
This paper discusses the influence of cultural differences on international business negotiation of foreign-funded enterprises in China from the perspectives of cultural differences, different ways of thinking and negotiation styles of different countries.  Firstly, the author gives a brief introduction to the main idea of this paper, the importance of discussion and its structural framework. In addition, in the literature review section, the paper makes a brief summary and summary of previous studies on cross-cultural business communication. By analyzing the relevant cases of international business negotiations in the second-hand materials, this paper makes a deep discussion on the different negotiation concepts of Chinese and Western negotiators and their different performances in international business negotiations.

Key Words: cultural difference; business negotiation; impact

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