跨文化因素在国际营销中的影响_英语论文.doc

资料分类:英语论文 上传会员:梦溪 更新时间:2017-10-18
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Abstract

 

With the development of economic globalization, cross cultural international marketing has become a major trend. In this paper, the author shows the important influence of cross-cultural factors on the international marketing by analyzing language, nonverbal behavior,values, ways of thinking and the moral standards the five culture factors after summarizing the previous research of cross-cultural factors. International marketing is carried out in a cross-cultural environment, different cultures have different consumption patterns and behaviors. Different cultural environment will make cross-cultural sales encounter many problems. This paper also presents that only culture intervention and culture adaptation are carried out together and the cross-cultural factors are paid full attention, the cross-cultural marketing can be successful. For sales people, successful international marketing can not be separated from the correct understanding of the cultural characteristics of customers and the sensitivity to cross culture. For managers, successful international marketing can not be separated from cross-cultural management and the training of cross-cultural talents. In short,to do a full research of the culture of the target market,effective cross-cultural communication and effective cross-cultural management are essential for successful cross-cultural marketing.

 

Keywords: cross-cultural factors; international marketing; influences

 

Contents

Abstract

摘要

1.Introduction1

2.Literature Review2

2.1 The definition of cross-culture.3

2.2 The definition of international marketing.4

3.The Cross-cultural Factors in International Marketing.5

3.1 The factor of verbal language 6

3.2 The factor of body language .6

3.3 The factor of values .7

3.4 The factor of the ways of thinking7

3.5 The factor of moral standard .7

4.The Influence of Cross-cultural Factors on International Marketing8

4.1 The influence of the verbal language 9

4.2 The influence of the body language10

4.3 The influence of the values 10

4.4 The influence of the ways of thinking .11

4.5 The influence of the moral standard 13

5. Conclusion14

Works Cited.15

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上传会员 梦溪 对本文的描述:本课题还提出只有文化介入和文化适应双管齐下,跨文化因素得到充分的重视,才能成功地跨文化营销。对于销售人员,成功的国际营销离不开对顾客的文化特征的正确认知以及对跨文......
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