论文化差异对跨国营销策略的影响-以雅诗兰黛在华营销策略为例.doc

资料分类:英语论文 上传会员:梦溪 更新时间:2017-10-17
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Abstract

 

 Influenced by globalization, international trade develops fast. When entering into a new country, it is a decisive for transnational corporations to make a successful marketing strategy. However, the most important factor for making successful strategy is whether these enterprises recognize the cultures differences because different countries have different religions, beliefs, customs, lifestyles and attitudes. It is necessary for these companies to learn these cultural diversities and overcome them to make appropriate marketing strategies in target countries.

     Based on the description of the theory of culture diversity and marketing strategies, this thesis takes Estée Lauder as an example to analyze the effects on strategy of products, price, place and promotion from cultural diversities, and what revelations transnational corporation should learn.

 

Key words: cultural diversities; transnational corporations; marketing strategies;  effects

 

Contents

Abstract

摘要

1. Introduction-1

2. Literature Review-2

2.1 Culture and cultural diversities-2

2.2 International marketing strategies-4

2.3 The relationship between cultural diversities and transnational marketing strategies-5

3. Culture Diversities Affect Transnational Marketing Strategies--Taking Estée Lauder as an Example-6

3.1 Estée Lauder company-6

3.2 Effects on transnational marketing strategies-7

3.2.1 Effects on product marketing strategies-7

3.2.2 Effects on price strategies-9

3.2.3 Effects on place strategies-10

3.2.4 Effects on promotion strategies-11

4. Suggestions on Transnational Marketing Strategies-12

5. Conclusion-13

Works Cited-15

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上传会员 梦溪 对本文的描述:本文在梳理文化和国际营销理论的基础上,通过雅诗兰黛这个跨国公司在华成功营销的案例,分析文化差异跨国公司的产品策略、价格策略、渠道策略和促销策略的影响。此外,通过雅......
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