The Study On Cultural Differences Of International Marketing Strategy

The marketing theory has been introduced to China for twenty years more, and it has experienced several stages of development. Until now, the marketing theory and marketing practice have achieved a lot in China. But there is still a problem that is though Chinese academia and enterprises are trying their best to make the foreign server China, they have ignored the great influence of cultural difference on international marketing strategy. Instead, they do believe in the American managing experience strongly and have adopted the global marketing strategy blindly, which have set back the development of international marketing.This thesis is going to elaborate the phenomenon that American marketing strategy is not suitable for the development of all countries in the world, and then points further that, under the globalization, multinational enterprises should pay much attention to analyze the cultural factors, as the cultural difference exerts an increasing influence on international strategy and international marketing has stepped into a new stage of cross-cultural marketing.The recognition towards the great influence of cultural difference on international marketing strategy is based on a deep understanding of several items like the cultural background and the cultural difference. The enterprises should treat the cultural difference calmly and cautiously when they face it directly, and recognize amply the immense effort of cultural difference on cross-cultural marketing. Through comparing the distinctive national culture and enterprise culture between America and Japan, this thesis is going to elaborate the reason why these two countries adopt the totally distinct global marketing strategies and national marketing strategies. With the reason that the common and special culture feature of these two countries decides their adoption, the thesis will bear out that the achievement of international marketing is based on the culture feature of one's own country and the target country and the appropriate improvement of the target culture feature.In accordance to the present situation of marketing of Chinese enterprises, the writer thinks that during the international economic communication, Chinese enterprises should attach more attention to learn from the Japanese national marketing strategy. They should rerecognize and discover Chinese culture further, develop and promote the products and service which are carved with Chinese culture, establish the consciousness of customer-driven, form Chinese marketing concept and achieve a breakthrough of the marketing theory.The unique point of this thesis lies in one assertion, two comparisons, three analyses and four suggestions:Firstly, starting from researching American marketing strategy, the writer asserts that international marketing strategy begins stepping into a cross-cultural marketing stage.Secondly, quoting and analyzing the theory of cultural difference between the two countries, the writer compares the national culture and enterprise culture between...