国际市场营销文化风险英文论文.doc

The cultural risk in international marketing1.Literature review Under the background of economic globalization, multinational management and merger and acquisition activity is becoming more and more frequent, the enterprise inevitably faced with foreign competition and multi-cultural conflicts, all managers need to consider the concept of globalization with the management of the enterprise and management, must consider the cultural differences to the impact of the enterprise. Whether or not pay attention to cross-cultural management is becoming a modern enterprise management influence the success of key factors. How to correctly understand and identify the cultural differences and enterprise management risk and take positive coping strategies, in order to enhance the risk resistance ability of the enterprise, is an important subject of modern enterprise faces. Through reading the papers and refering to the investigation conducted before, it is not difficult to summarize the following conclusion, cultural factors on international marketing has a profound impact. Culture infiltrates in every corner of the life. Successful international marketing should turn the cultural risk into cultural opportunities by understanding, catering to the target country's religious, beliefs, customs, habits to get potential customers trust and favor. The direction of our efforts are mainly concentrated in the following three aspects. To begin with ,with the increase of cross-cultural contact and the globalization of marketing activities ,the increasingly important question for international sales staff is how to deal with the culture deferences between other countries and their own nation. First of all, its agent to solve the cultural boycott. Most cultures have national -central tendency, that is to say, people have a strong sense of identity of their own nation's culture and consciously or unconsciously detract strange and unknown part from other cultures . National -center doctrine can lead to a strong sense of superiority to own national cultural whilea strong sense of inferior to the cultures of other ethnic groups.this is a kind of natural feeling. In fact, every national cultureenjoys an equal statu.its definitely wrong to rate the national culture on its economic development . The purpose of the international marketing is to gain an advantage by meeting different customers' requirements to the largest degree , rather than yield to or expand the target national culture . Therefore, the international marketing personnel should have a clear purpose that develop the concept of equality from the ideological consolidation, and recognize, understand, respect for cultural differences .on one hand ,we should overcome parochialism thoughts and pay attention to the learning and understanding of foreign language, culture, economy, law and other aspects ; on the other hand ,we should avoid self -reference standards and learn to think of in the point of view of consumers as well as meet the requirments from the point of view of marketers. Meanwhile , its significant to understand the permeability of the culture correctly. With the development of economy and the increase of foreign exchange, foreign culture and national culture permeate mutually though the penetration speed is slow. When it comes to diet culture , theEuropeans can't change to eat with chopsticks in one night and the Chinese won't suddenly eat hamburgers, Fried chicken,without rice, steamed bread only. But, the Europeans accepted Chinese food gradually while the Chinese identify with the western food gradually at the same time .In addition, in the design process of a product, it contains not only the creation activitybut also the cultural activities.the product act as a information carrier of culture system. with the development of society and the change of demand, the product design of culture is in constant arrogation himself. Therefore, the international marketing personnel should spare no effects to understand the permeability of the culture correctly and expand the market posotively .Last but not least , cross-cultural human resource management is of great importance. The key to cross-cultural management is the management of people.people's thinking and behavior reflect the national culture all the time.International marketing personnel cannot expect workers with different national culture donate themselves into work thoroughly and wholeheartedly . Therefore, in the management of human resources, managers should treat the differnces seriously and try to make differences into resources, by learning motivation, planning complementary design, easing the cultural conflict, promoting cultural adaptation. For instance ,because of language differences, managers and employees often neglect communication. If managers are able to arrange a time to learn the language of the target countries and communicate with employees as far as possible , which can not only establish an example to show respect to national cultural difference but also promote mutual learning greatly, it will make a chance to increase understanding ,aviod the weaknesses and take advantage of strengths. In this way ,international marketing will be less though and do good to both to the host country and the guest country.2.Theoretical analysis Culture is the total of he material wealth and the spiritual wealth creatde by the human beings with the development of the society and it includes values, ethics, religion, art, custom, etc. Anthropologists agree that every culture has three characteristics: first, the culture has no hereditary and people get it by learning in daily life , Second, knowledge, belief, moral, habits, and other various cultural elements constitute the overalls of different size and related with each other . third, culture is constituted of the rational behavior characteristics by specific social group members . In short, established culture always has a complete set of life standard, making it possible for people to adapt to the physical environment and social environment.as the way of life ,outlook on life and social behavior standard is an organic whole in harmony , culture not only reflect our own behavior, but also our requires to others action 1. The function of culture is to establish a behavior model, implement the standard and relations handling between man and man, man and the environment , and this will reduce the uncertainty, improve predictability. In today's world, intercultural communication become increasingly frequent, and intercultural social norms are quite different. When the Japanese negotiate for personal relationship , the Americans do for the contract itself . Chinese people tend to accept the environment but not change it, they try to adapt to the environment and protect the harmony, while the westerners trying to control their surroundings. The behavior deeply rooted in their own cultural has the huge influence on commercial behavior and marketing system . The marketing researches of many cross-cultural questions are conducted by regarding the countries as the basic unit of analysis .Although the national boundaries do not necessary match the culture groups,they do have something in common,namely, history, language, politics, law and education environment .National culture is not only the national hereditary link but also the soul of the national immortality . and the biggest obstacle facing the international marketing as well as the most important factor influcencing the consumer market is the national cultural differences, which involves in population, education level, religious beliefs, customs, language, etc. In different cultural business activities, the most important factor in marketing is to understand the differences of consumers concept, values and social needs. As the marketing itself is based on satisfying the needs of customers, and the needs ,to a great extent, taking the culture as the foundation, therefore, successful marketing is based on the understanding to market cultural norms. If the product is not acceptable because the value of the product itself can not fully satisfy people's needs or not fully meet the specific social and cultural values, the enterprise must adjust and reorganize production procedure in case of suffering more setbacks. Regional culture are closely related with local history tradition and customs . restricted and efected by the natural environment and social environment ,These regional culture characteristics must have great influences on the materials of the commodity , Design processing. Style. Packaging decoration and the name of the product . All these contribute to the final goods with strong regional cultural characteristics . For example, the climate in the Middle East is extremely hot. People there are used to sweat. As a result ,people like to use perfume with strong smell : the region is lack of cool wind and The temperature is often as high as 45 degrees. So Local people use sunscreen lotion on their bodies for sunstroke prevention commonly. They also fond of fresh and volatile cosmetics. but many cosmetics containing a lot of fat ,popular in many cold area and nations, are unnoticed here. 3.Case study The brand ,Coca-Cola, with a long history of more than one hundre years ,insist on "Chinese style " Spring Festival marketing ,which contains both the international and the local folk turn of dual characteristics. Since Coca Cola put forward the localization of thought at the first time,"Thinklocal, Actlocal" ,it is real on the way to characteristics marketing . Considering the folk customs and national habits in china formated thousands of years away, since 2001, Coca-Cola began to take completely local brand-growth management strategy in China. Based on the in-depth market research , the Coca Cola launched one and another brand compains according to the Chinese consumer's affection and cultural background. In 2001 according to the investigation,it was found that the image of the little phooey who was dressed in red small breast,with a pinch of red hair was adored by the consumers and the most popular mascots of the new year . Then, Coca-Cola in 2002, 2003, 2004, 2005 for four consecutive years on the Spring Festival lanched series of compains with promotion activities . In 2002 ,"Spring Festival couplets article". In 2003 ,"paper-cut piece", in 2004 "ski part", in 2005, the "golden spring dance" article. These advertisings with a strong color of Chinese have conbined Coca-Cola with traditional culture and elements (such as Spring Festival couplets, firecrackers, twelve Chinese zodiac, etc.) on Spring Festival , transfer the Chinese traditional values have happy day and a family reunion on Spring Festival . Especially in 2005, Coca-Cola made the best of on the 2004 Athens Olympic Games, taking liu xiang as the centre role ,with going back home as the theme ,transfer a more pervasive feelings - home reunions, realize the perfect combination of internationalization and the local folk festival. To match the continuous Chinese Spring Festival folk feature marketing , Coca-Cola internationalization level of marketing is shows its accuracy, standard, the atmosphere, international marketing will Chinese Spring Festival folk characteristics marketing value to get incisively and vividly. When it comes to the product portfolio, after further investigation,Coca-Cola figure out the Spring Festival family beverage consumption rules and capacity. In continuous years during the Spring Festival, Coca-Cola promote the package of the 2 L and 2.25 L in large scale which are cater to family consume in holidays. In the product combination of taste, Coca-Cola also give full play to the advantage of the rich product line, Coca Cola, fanta and Sprite for bundling, which would meet the needs of every family member. Coca-Cola is such a excellent example that can think in the point of view of consumers as well as meet the requirments from the point of view of marketers. It is no wonder Coca-cola have achieve such great success.4.Conclutions With the increase of cross-cultural contact and the globalization of marketing activities ,the increasingly important question for international sales staff is how to deal with the culture deferences between other countries and their own nation. First of all, its agent to solve the cultural boycott. Most cultures have national -central tendency, that is to say, people have a strong sense of identity of their own nation's culture and consciously or unconsciously detract strange and unknown part from other cultures . National -center doctrine can lead to a strong sense of superiority to own national cultural whilea strong sense of inferior to the cultures of other ethnic groups.this is a kind of natural feeling. In fact, every national cultureenjoys an equal statu.its definitely wrong to rate the national culture on its economic development . The purpose of the international marketing is to gain an advantage by meeting different customers' requirements to the largest degree , rather than yield to or expand the target national culture . Therefore, the international marketing personnel should have a clear purpose that develop the concept of equality from the ideological consolidation, and recognize, understand, respect for cultural differences .on one hand ,we should overcome parochialism thoughts and pay attention to the learning and understanding of foreign language, culture, economy, law and other aspects ; on the other hand ,we should avoid self -reference standards and learn to think of in the point of view of consumers as well as meet the requirments from the point of view of marketers. Secondly, its significant to understand the permeability of the culture correctly. With the development of economy and the increase of foreign exchange, foreign culture and national culture permeate mutually though the penetration speed is slow. When it comes to diet culture , theEuropeans can't change to eat with chopsticks in one night and the Chinese won't suddenly eat hamburgers, Fried chicken,without rice, steamed bread only. But, the Europeans accepted Chinese food gradually while the Chinese identify with the western food gradually at the same time .In addition, in the design process of a product, it contains not only the creation activitybut also the cultural activities.the product act as a information carrier of culture system. with the development of society and the change of demand, the product design of culture is in constant arrogation himself. Therefore, the international marketing personnel should spare no effects to understand the permeability of the culture correctly and expand the market posotively .Thirdly, cross-cultural human resource management is of great importance. The key to cross-cultural management is th