Discuss The Pattern Of Cross-Cultural Marketing

As world economy develops, it appears more and more international corporations which face a common problem-cross-cultural problem. As a result, many scholars all research the cross-cultural problems. A good many linguists research in the cross-cultural communication; more sociologists apply themselves to the studies in cross-cultural psychology, cultural patterns and cultural anthropology. In the United States of America, there are many studies about cross-cultural management in many fields in 1960s and 1970s, and many in-depth researches of cross-cultural marketing in many fields in 1990s and the beginning of the 21st century. However, in China, there are a few issues about cross-cultural management and cross-cultural marketing in recent years. Few people apply themselves to researches about the patterns of cross-cultural marketing at home and overseas, then this issue about the patterns of cross-cultural marketing plays a forerunner role.The introduction talks about the status quos of cross-cultural management and cross-cultural marketing, the apparent analyses of three cases about cross-cultural marketing and the meaning of researching cross-cultural marketing patterns in the beginning part of the issue. The second part analyzed culture and cross-cultural marketing & its characteristics. The third part anatomized the cultural patterns, concluded the "M" cultural pattern in relation with marketing, defined the pattern of cross-cultural marketing, and classified the pattern of cross-cultural marketing at many points of view.The following three parts respectively analyzed the common cross-culturalmarketing pattern, the special cross-cultural marketing pattern and the individual cross-cultural marketing pattern in detail. The common cross-cultural marketing pattern consists of the conception of cross-cultural marketing, the strategy of cross-cultural marketing, the tactic of cross-cultural marketing, and the methods of cross-cultural marketing. The special cross-cultural marketing pattern settles a problem of how to marketing in the different culture for international corporation. There are six steps which are entrance, penetration, expansion, combination, consolidation and amalgamation in the special cross-cultural marketing pattern. The individual cross-cultural marketing pattern in fact is me applications in the special cultures in China, USA, Japan, Germany, France and the UK with the common cross-cultural marketing pattern.In the end, it talked about the innovations and the shortages of this issue. The innovations are the "M" Cultural Pattern, the cross-cultural marketing's definition and its characteristics, and the three cross-cultural marketing patterns which this issue brings forward. The shortages are the lacks of the first-hand information and the depth to the issues about the three cross-cultural marketing patterns.