摘  要

文化在国际市场营销中的关键作用引起很多学者的关注。此篇论文将着重于研究文化的不同将如何对国际市场营销的选择产生影响。文献综述主要包括文化和跨国文化两个理论。在这一章节，作者首先谈到文化的不同可从几个方面来表现，而这一部分的主要方法是从几个方面来比较美国和中国之间文化的差异，从而来说明文化的影响力。在对这些理论知识的全面分析后，作者将会将其运用到案例分析中。在这篇论文中作者会利用多个案例进行研究。在此选择了来自美国的麦当劳和肯德基作为样例公司。在收集数据时，作者会使用一手和二手资料来进行案例分析。通过对这两家公司的一些市场经理进行电话访问来收集一手资料，并且这些资料将会有二手资料进行补充，这些二手资料来自这两家快餐公司在各个城市的网站以及有关于这一主题的科学文章。本文的总结就是文化的不同会从不同的方面来影响公司在国际市场营销决策上的实现。不管怎样，民族文化的语言、价值以及消费者行为是影响营销决策在国际市场实现的主要因素。

关键词：文化；跨国文化；营销；快餐业

Abstract

The key role of culture in the international marketing has drawn many scholars’ attention. This dissertation will focus on how the cultural differences influence the choices of marketing strategies. The main part of literature review in this study contains culture and cross-culture theories. In this chapter, first, the author will talk about the culture differences which can be showed in several ways, and then the main idea of this part is comparing culture differences between America and China from several aspects to show the influence of culture. After a comprehensive analysis of these theories, the author will use the two theories to analyze the case. In this dissertation the author will use several cases to do the research. Here McDonald’s and KFC will be chosen as two sample companies which both are from America. When collecting the data, the author will use primary and secondary data to analyze cases. The primary data will be gathered through telephone interviews that interview some marketing managers of the two companies on the telephone. Data will also be supplied by secondary sources such as each company’s web pages and scientific articles of this subject. The conclusion of this dissertation is that culture differences will influence the companies’ decision in international marketing strategies from different aspects. Anyhow, language, value and customer behaviors of a national culture are the main factors to affect the achievement of marketing strategies in the international markets.

Key words: culture; cross-culture; marketing; fast food industry