how multinational corporations use intercultural knowledge in international marketing

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1、HowMultinationalCorporationsUseInterculturalKnowledgeInInternationalMarketing　　【Abstract】Thesuccessofanenterprisedependsnotonlyonitsproductivecapacity，butalsoonitsculturalcapabilities.Andculturalfactorshavebecomeanimportantfactoraffectingthetransnationaloperati

2、onofenterprises.Amultinationalcompanywantstogaineconomicbenefitsinothercountriesorregions，notonlytohavehigheconomic，technicalandmanageriallevel，butalsotohaveadeepunderstandingofthecultureofthetargetcountry，soastomaketheirproductsoccupyanicheintheinternationalma

3、rket.Thispaperdiscussestheimpactofcross-culturalfactorsonenterprisesandfinallytriestoputforwardaseriesofsuggestions.　　【Keywords】intercultural；multinationalmarketing；theenlightenmenttoenterprises　　Ⅰ.Customerorientedmarketresearch　　Adequatemarketresearchistheprec

4、ursortosounddecisionmaking.Multinationalcompanies’localizationstrategymustbebasedonthehostcountrymarketonthebasisoffullinvestigation.Becauseofthedifferentculturalbackgrounds，consumersindifferentcountrieshavedifferentconsumptionhabits.Theyhavedifferentrequiremen

5、tstotheproducts’appearance，function，quality，brand，after-salesservice，andeventaboos，colorandadvertising.Thisrequiresmultinationalcompaniesinvestigateandunderstandthelocalmarketconsumers’consumermotivationandbehaviorpatterns.　　Ⅱ.Localizationandinnovationofproduct

6、s　　Multinationalcompanieswithhigh-qualityproductsandstrongbrandsintheglobalmarketarethepowerfulweaponsforcompetitors，buttheycannotignorethecharacteristicsofthelocalmarketandconsumerpreferences.Arealmultinationalcompanyshouldtakerootandgrowinthehostcountryandfin

7、allyachieveafulllocalizationinordertobecometrulyinternationalmultinationalcompanies.　　Ⅲ.Effectiveinterculturalbusinesscommunication　　Allbusinessactivitiesareinseparablefromthecommunication.Inaninternationalorglobaleconomicenvironment，theexchangeofinformation，ex

8、changeofideas，decision-making，negotiationandotheractivitiesarebasedonthesuccessfulcommunicationbetweentwomanagersfromtwodifferentcultures.　　Ⅳ.Interculturalnegotiation　　Inter