The Strategies Of International Services Marketing On Cultural Differences

During the progress of international services marketing, the great obstacle enterprises encountered is the different cultures of different countries. Start with the foreign and national study about different cultures and international services marketing, this paper introduces the cultural elements which influence enterprises' international marketing, such as languages, nonverbal behavior to communicate, faith, social organization, values; analyzes the causation of how different cultures coming into being and the produce and develop complexion of international services marketing. Then, points out the influence of different cultures to enterprises' strategies of product, price, place, sales promotion and personnel management, physical evidence, service process during international services marketing. And stresses the strategies of international services marketing on different cultures, such as the basic tactics of international services marketing: strategy of cultural change and strategy of cultural acculturation; the goal marketing strategy of international services marketing: close cultural goal marketing strategy and different cultural goal marketing strategy; the internal marketing strategy of international services marketing for the significance of human being during services marketing, such as building up scientific concept of manpower management and effective prompting mechanism; understanding fully the different cultures of intramural employees; bringing up the employees' international services marketing ability; and the customers management strategy of international services marketing, which includes strengthening the inter- cultural investigator to customers; enhancing the inter- cultural understanding with customers; leading the customers' apperceive to international services.