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《國際營銷的文化影響 international marketing and culture》由會員上傳分享，免費在線閱讀，更多相關(guān)內(nèi)容在學術(shù)論文-天天文庫。
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
