A Study Of International Marketing Strategies From The Perspective Of Intercultural Communication

With the development and progress of technology, new means of communication keep coming out to us and people around the world can communicate with each other much more frequently and closely with these means. Therefore, the world has already become a"global village". And because the domestic market for each country in the world is gradually becoming saturated, more and more enterprises start to pursuit chances in the international markets. However, due to the worldwide various cultures in different countries, those differences in culture can have important impacts on any kind of international communication. In addition, for a multinational enterprise, the establishment of the international marketing strategies can be the key step for exploring the international markets. And according to the previous studies by some scholars (such as Professor Dou Weilin), the cultural factors are the key factors for the success of the international marketing strategies. Therefore, the present study is also going to analyze the cultural influences on the international marketing strategies.Although there have been many scholars who have studied this problem and have stressed the importance of the cultural influences on the international marketing strategies, few of them have ever tried to study this problem in analyzing real marketing cases with the combination of all the eight cultural factors and the marketing theory. The present study is going to adopt this method to analyze some representative international marketing cases (including both successful ones and failed ones) of some foreign or domestic multinational enterprises. According to the analysis, the relationships of the eight cultural factors and international marketing strategy have been identified and the relationships will be clearly shown in some figures. All in all, the following two research questions haven been studied in total five chapters in the present study:1. How can the cultural factors influence the international marketing strategies?2. What can this study do for the marketing practices?...