国际营销的文化影响 international marketing and culture

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1、InternationalMarketingofMNEs:CultureasanInvisibleHandPullingtheString1.IntroductionAstheworldisgettingsmaller,theinternationalmarketisnolongeroutofreachofenterpriseswithvarioussizes.Underthecontextofeconomicglobalization,everyenterprisewantstoenjoyashareintheglobalmarket.Theeffectofculturein

2、theprocessofeconomicglobalizationhasbeentakenadvantageofasamethodtogaincompetitiveadvantage.Cultureexertstheinfluenceonmultinationalenterprises’role,businessactivity,managementandmarketingstrategies.Asabusinessoperatorglobally,managersofmultinationalenterprisesareculturalcampaignerratherthan

3、justbusinessdealers,becauseintheprocessofmarketingtheybringinthecultureoftheircountryandenterprisesintoanothernationandmodeanewcultureintheiroutboundsubsidiaries.Owningtothegeographicvariations,culturevarieswithsocialbackgrounds.Therefore,intheprocessofinternationalmarketing,businessoperator

4、sshouldnotduplicatewhatisregardedaseffectiveintheirparentalcountrytotheiroverseasmarkets.Theyshouldmakeachangeonhumanresourcemanagementandbusinessstrategyaccordinglysoastowinsuccessinternationally.Therefore,thisessayendeavorstocriticallyanalyzetheinfluenceofculturetotheinternationalmarketing

5、strategyandhumanresourcemanagement.Thisessayisacombinationofcriticalanalysisandcasestudies.Thisessaywillfirstlygivebackgroundinformationabouttheirresistibletrendofinternationalmarketinganditnotesthatculturaldifferencesgiverisetodifferentiatedmarketingstrategies.Then,thisessayanalyzesinternat

6、ionalmarketingofmultinationalenterprisesundertheinfluencesofadifferentculture.Themarketingprocessisinfluencedbythehostcountry’sstructuralsystem.Cultureofthehostcountryandthatoftheparentalcompanyarecloselylinkedwitheachother,becausethemarketingisinfluencedbyandinfluencesthecultureofthecountry

7、marketed.Asculturaldifferencesposethreats-culturalconflicts,inthefinalpartofthebody,thisessaymaintainsthatculturalconflictsarethebiggestobstacleforinternationalmarketing.Andaswhathasbeenimpliedbytherole,activitiesandbusinessbehaviorofMNEs,counterme