A Study Of Cultural Effects On The Marketing Strategies Of Multinational Corporations

With the development of the international trade, business communication is increasing with every passing day. The domestic market for each country is gradually saturated, and some enterprises have entered into the international market to find chances. The international business people in different nations and different cultures, and their business performances are affected by some cultural factors, so cultural problems constitute main obstacles for multinational corporations to implement their marketing strategies. Therefore, for the business people of these corporations, enough knowledge about different cultures will help them to deal with the barriers and conflicts in the course of conceiving and implementing their marketing strategies,According to the previous studies by some scholars, culture is the vital factor of the marketing strategies. Even some scholars have been studying the problems of relationships between culture and marketing strategies in recent years. However, this thesis intends to find out some ways that may enable multinational corporations to work out marketing strategies compatible with international markets through analyzing some marketing cases, and tries to answer the two questions as follows:1. In what ways do cultural factors affect marketing strategies of multinational corporations?2. What can business people do to avoid or offset cultural barriers while conceiving and implementing marketing strategies?...