Research On Cultural Integration Concerning Cross-cultural Marketing

The development of economic integration and regional economic cooperation organization makes more and more enterprises begin to conduct marketing activities in different cultural environment. However, the huge cultural ideas differences between target markets, lead to great difficulties faced by cross-cultural marketing of many multinational companies. After reforming and opening up, the rapid development of China's economy lets some Chinese enterprises select the internationally-oriented development strategy. These enterprises should try to explore ways of their cross-cultural integration to improve their competitiveness in the international market by adopting the cross-cultural marketing theories and successful experience from multinational companies overseas. This has become the important subject in which many Chinese enterprises should continuously explore.On the basis of systematical researches on cross-cultural marketing and cultural integration theories, this paper analyzes the present situation of cultural integration concerning cultural marketing, states that enterprises should cater to cultural requirements in target markets firstly, establish cultural adaptability strategy in marketing, integrate with cultural elements of target markets, take a series of effective marketing methods to deepen their influences on cultural ideas of enterprises in the market so as to improve cultural integration of target markets. This paper puts forward the building and training methods of cross-cultural marketing team innovatively, and the concrete measures which should be taken in the different phases of cultural integration - preparation, implementation and feedback especially. Cultural integration strategies are significant to cross-cultural marketing activities conducted by multinational companies, and point out the way for the internationally-oriented development of Chinese enterprises.This paper consists of seven chapters. The first three chapters introduce the research methods, outlines, research outputs of scholars from home and abroad, and present problems in cultural integration respectively. The building and training methods of cross-cultural marketing team are exposited in the fourth chapter. Enterprises need to form an effective cross-cultural marketing team by the way of promoting internal cultural integration, strengthening external cultural experience, adjusting company culture and training qualified team's leader. The fifth chapter starts with the realization process of cultural integration, expounds that enterprises should establish cultural adaptability marketing strategy, strengthen study of the culture theories, carry out effective cross-cultural marketing research, proposes the concrete cultural integration strategies from branding and advertising aspects mainly, and setting up supervision feedback mechanism. The last two chapters analyze the difficulties faced by Chinese enterprises in cross-cultural marketing overseas and corresponding measures, point out the direction of future research.