浅论国际家电营销中的文化冲突及企业对策

^论文编号:GM055   包括:开题报告及任务书,^论文字数:7900,页数:12

摘  要

    文化作为国际营销中一个重要的影响因素，其作用已经渗透国际营销的各个环节，尤其是文化的冲突对国际市场营销有着巨大的影响。许多家电企业在对外营销中处理不好文化冲突带来的问题，给企业带来巨大的负面影响，甚至是导致企业的跨国营销的失败。针对这种情况本文从文化冲突的原因着手，对国际营销中的语言、教育水平、民族风俗习惯和宗教信仰深入阐述，分析文化冲突对家电企业国际营销的影响，并以家电企业的角度出发做出决策，主要是企业对冲突文化的规避和融合，本土化策略等。

【关键词】国际营销  文化冲突    文化影响   策略

Abstract

   Culture as plays a vital role in international marketing, it influences every section of international marketing. In influences every section of international marketing. In particular, the cultural conflicts have great impact on international marketing. Many enterprises which can’t deal with cultural conflicts properly always bring themselves great negative effect, some even result in cross-national marketing failure. Aim at this ,the article will discuss about the causes of the cultural conflicts covering language、education level、custom and religion. In addition, the article also brings forward some methods of dealing with cultural conflicts on the position of corporation. The main stratagems are: using the indigenous international marking stratagem、localization strategy

【key words】International marketing  culture conflict   culture affect  strategy

目   录

1国际市场营销文化冲突的原因 ......................2
1.1语言的不同引起沟通方面的障碍 ..................2
1.2受教育水平的程度不同 ..........................3
1.3民族风俗习惯和宗教信仰不同 ....................3
2文化冲突对国际市场营销的影响.................... 4
2.1文化冲突对产品策略的影响 ......................4
2.2 文化冲突对促销策略的影响 .....................4
2.3文化冲突对定价策略的影响...................... 5
2.4文化冲突对谈判的影响 ..........................6
3企业对待文化冲突的对策 ..........................6
3.1企业对文化环境的适应和改造.................... 6
3.2本土化策略.................................... 8
参考文献 .........................................11
致谢 .............................................12

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