摘    要

不同国家的跨公司受母国文化的影响，在市场营销战略上表现出差异性。在海外市场，面对不同的消费文化，跨国公司的营销战略往往会遭遇挫折。随着越来越多的中国跨国公司参与国际市场竞争，对研究消费文化的差异性提出了迫切的要求。本文选取美国公司戴尔与中国公司联想，对他们各自在中国市场的营销组合进行比较。
论文以霍夫斯泰德的文化维度和市场营销组合的4P、4C为理论依据，以案例分析为研究方法，致力于发现中美消费文化的差异。本文首先介绍了戴尔、联想的基本情况以及市场营销组合、文化、消费文化三者之间的关系。其次回顾了与研究相关的文化理论和市场营销组合理论。然后通过对比联想和戴尔的营销组合，发现了中美消费文化的差异。中国消费者习惯于当面交易，比较注重产品外在的质量，具有很强的民族品牌意识，且消费需求偏向中低端商品；而美国消费者很好地适应了电子商务，更加注重产品内在价值，没有很强的民族品牌意识，且消费需求偏向中高端商品。最后在总结研究成果的基础上，本文从渠道、产品、促销、定价四个方面，为中国跨国公司提出建议。
本文不仅是中美消费文化研究的必要补充，也为中国跨国公司立足本土、开拓海外市场提供可靠依据。

关键词：消费文化，营销组合，联想，戴尔

Abstract

Influenced by mother land’s culture, multinational corporations (MNCs) show differences on marketing mix strategy. In overseas market, facing different cultures, MNCs’ marketing strategy suffers reverse. Under the situation that many Chinese MNCs participate in global competition, there is the urgent demand to research consumption cultural difference. The thesis selects American Dell and Chinese Lenovo as study objectives to compare their marketing mix.
The thesis employs Hofstede’s five cultural dimensions, the 4Ps, and the 4Cs as theoretical foundation and mainly focuses on Chinese-American consumption culture. It adopts case study as research methods. It first introduces Dell and Lenovo and the relationship among marketing mix, culture, and consumption culture; then it reviews the relevant cultural and marketing mix theories for current study. After that, through the comparison of Dell’s and Lenovo’s marketing mix, the thesis finds the differences of Chinese-American consumption culture. Chinese consumers tend to face-to-face business mode and the middle and low-end product. They pay more attention on external quality and have strong national brand consciousness; However, American consumers accept E-commerce and tend to the middle and high-end product. They pay more attention on interior quality and have little national brand consciousness. At last, based on concluding the major findings of research, some suggestions are provided for Chinese MNCs from placement, product, promotion, and pricing.
The result of this thesis will be a supplement to the literature on Chinese-American consumption culture and be able to provide some reference for the corporations to live locally and exploit overseas market.

Key words: consumption culture, marketing mix, Lenovo, Dell