發(fā)布時(shí)間：2018-10-29 15:33

【摘要】：國際市場營銷是在跨文化的背景下進(jìn)行的,文化差異帶來了消費(fèi)態(tài)度和消費(fèi)行為的不同。文化是經(jīng)濟(jì)活動(dòng)的內(nèi)在推動(dòng)力,文化創(chuàng)新是市場創(chuàng)新的有效途徑。制定正確的跨文化營銷策略,充分認(rèn)識(shí)消費(fèi)者的文化特征是營銷取勝的基礎(chǔ)。了解、適應(yīng)一國的文化環(huán)境,駕馭文化差異是國際營銷活動(dòng)順利進(jìn)行的前提和保證。文化差異對國際營銷活動(dòng)的影響具體體現(xiàn)在對目標(biāo)市場選擇策略、渠道策略、產(chǎn)品策略等企業(yè)國際營銷決策的影響上。延續(xù)本國文化或適應(yīng)當(dāng)?shù)匚幕皇窍鄬Χ?或者是企業(yè)不同時(shí)期的不同策略選擇。開展國際營銷活動(dòng)的企業(yè)可以根據(jù)與當(dāng)?shù)氐奈幕町惓潭纫约捌髽I(yè)具體情況做出適當(dāng)?shù)倪x擇。 本文從產(chǎn)品和廣告策劃兩個(gè)方面討論文化因素對二者所產(chǎn)生的影響,指出文化與產(chǎn)品和廣告策劃是相互制約的互動(dòng)關(guān)系。文化影響著產(chǎn)品的形式和廣告的策劃,而廣告策劃在推銷商品的同時(shí),也在無意中扮演著文化使者的角色。 文化營銷是商品營銷發(fā)展到最高層次的表現(xiàn),也是市場營銷發(fā)展的必然趨勢。品牌已由簡單意義上的產(chǎn)品標(biāo)識(shí)演化為綜合企業(yè)形象,產(chǎn)品質(zhì)量和文化內(nèi)涵的鮮明標(biāo)志,成為企業(yè)進(jìn)行市場營銷的主力。這種無形的“文化力”為企業(yè)打造強(qiáng)勢品牌,增強(qiáng)品牌競爭力提供有利的支撐。
[Abstract]:International marketing is carried out under the background of cross-culture. Cultural differences bring about different consumption attitudes and behaviors. Culture is the internal driving force of economic activities, and cultural innovation is an effective way of market innovation. To make correct cross-cultural marketing strategy and fully understand the cultural characteristics of consumers is the basis of success in marketing. Understand, adapt to a country's cultural environment, control cultural differences is the premise and guarantee of successful international marketing activities. The impact of cultural differences on international marketing activities is embodied in the impact of international marketing decisions on target market selection strategies, channel strategies, product strategies, and so on. To continue or adapt to local culture is only relatively speaking, or different strategic choice of enterprises at different times. Enterprises engaged in international marketing activities can make appropriate choices according to the degree of cultural differences with the local and the specific conditions of the enterprises. This paper discusses the influence of cultural factors on product and advertising planning, and points out that culture and product and advertising planning are interactive relations which restrict each other. Culture affects the form of products and the planning of advertisements, and advertising planning plays the role of cultural emissary while selling goods. Cultural marketing is the development of commodity marketing to the highest level of performance, but also the inevitable trend of the development of marketing. Brand has evolved from a simple product logo to a comprehensive enterprise image, product quality and cultural connotation of the distinctive symbol, become the main force of marketing enterprises. This invisible "cultural power" provides favorable support for enterprises to build strong brands and enhance brand competitiveness.
【學(xué)位授予單位】：對外經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2006
【分類號(hào)】：F713.50

【引證文獻(xiàn)】

中國期刊全文數(shù)據(jù)庫 前1條

1 楊家娣;;淺談云南少數(shù)民族文化旅游的市場營銷[J];大理學(xué)院學(xué)報(bào);2009年01期

中國碩士學(xué)位論文全文數(shù)據(jù)庫 前1條

1 孫鑫;企業(yè)文化營銷及其與核心競爭力關(guān)系研究[D];北京交通大學(xué);2012年

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本文編號(hào)：2298094