Considerations Of Cross-culture Marketing

Although marketing has been introduced into China as early as 1980's, the reality in China is that way of competition by Chinese enterprises is still very simple. They still stay around, copying totally from the west theories, did nothing to do with any necessary adjustment or changes. Why Chinese enterprises can' t enter the creative process, setting up the space of survival to themselves by now, but only can fight in the price war?In the first section, we dissertate the reason and the necessity why we examine the Chinese marketing from the point of view of cross-cultural management. First, we introduced the main contents and the development of present research work of cross-cultural management. Then by a sample, we described the present condition of the Chinese enterprise marketing, concluding that Chinese enterprises still stay around the entry-level stage of the price war by now. Therefore, we clarified the reason and the meaning of the cross-cultural management in Chinese enterprise marketing research. In some way, the marketing theories bore in the western business enterprises, then was introduced into China. The process itself is determined to be cross-cultural. Therefore, we learn from it, but not just copy it. Chinese enterprises should adjust the west marketing theories to our own culture guiding the practice.In the second section, we set out from two typical marketing strategies of two successful nations: the United States and Japan. We compared globalization marketing and localization marketing. By the comparison, we find the two marketing strategies, globalization and localization; both have their own advantages and disadvantages. And more cases and facts show us, on the market, the globalization and the localization marketing strategy usually exist at the same time in the same scope and type products in one region of market. Therefore, the characteristics of marketing strategy itself are not the key of business enterprise marketing decision.Then we compared the culture casting onto the marketing strategy. By the comparison, we find the U. S. enterprises tend to use the globalization and standardization marketing strategy in the world, but the Japanese enterprises prefer the localization marketing. In this text, we conclude several successful points in common. But more important, the cultural value infects people's thinking and the behavior, so as a result also affect the marketing strategy of enterprise. Combined the existing cultural frame, this text put forward 5 aspects of culture values, whichwill affect the marketing strategy. They are: Universalism or Particularism; Analysis or Integration; Individual ism and Collectivism; Inner-direction and Exterior-direction; View of Time.Through the different cases and theories analysis, we know that right value, looking after both sides of consumer and enterprise benefits and innovation are the successful necessities of all different but successful enterprises. And enterprises in different cultures have their own wealth creation mode related to their own culture. Different enterprises in different countries have own way lead to success, which others can't copy, because it is combined with the cultural value of their own. In another word, they set up based on the cultural value. Therefore, the marketing strategy is connected with culture. And the cultural values do a great deal in the road to success of the enterprises in its nation.In the third section, we introduced the development of Chinese marketing briefly, and then concluded some problems existing in marketing of Chinese enterprises. They are: lack of theory pertinence to Chinese enterprises marketing, simplicity of marketing strategy, and lack of long-term planning and lower lever of innovation. Among these four problems, the lower lever of innovation is the key problem. Because of this, the enterprises lack of the means of marketing. Because of this, the enterprises can't set up effective long-term goals but focus on their present benefits instead. Therefore, the article conclude three aspects from cult...