跨文化因素在国际营销中的影响_英语论文

The Influences of Cross-cultural Factors on International Marketing

摘要

随着经济全球化的发展，跨文化国际营销已经成为大趋势。本文在总结前人对跨文化因素研究后，通过分析语言，非语言行为，价值观念，思维方式，道德标准这五个文化因素来表现跨文化因素对国际营销的重要影响。国际化市场营销是在跨文化环境中进行的，不同的文化产生不同的消费方式和行为。不同的文化环境会让跨文化销售遇到许多的问题，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化的敏感性。对于管理者，成功的国际营销离不开跨文化管理及对跨文化人才的培养。总之，对目标市场的文化做充分的市场调研，有效的跨文化交流与有效的跨文化管理是成功跨文化营销必不可少的。

关键词：跨文化因素；国际营销；影响

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

1. Introduction………………………………………………………………1

2. Literature Review…………………………………………………………2

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 thinking..................................................................7

3.5 The factor of moral standard .....................................................................7

4. The Influence of Cross-cultural Factors on International Marketing…8

4.1 The influence of the verbal language ............................................................9

4.2 The influence of the body language............................................................10

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. Conclusion………………………………………………………………..14

Works Cited…………………………………………………………………...15