Study Of The Impact Of Culture On Marketing Strategy

International marketing is operated in transcultural environment, and different cultures bring about different manner and behavior of consumption. Culture is an interior driving force in economic activities and the innovation in culture is an effective way for market innovation. Successful marketing is based on the adoption of correct crosscultural marketing strategy and full recognition of the cultural features of consumers. The premise and guarantee for smooth international marketing operations are to understand and get used to a certain cultural setting and overcome cultural barriers. Whether to follow native culture or local culture is relative and depends on different tactics in different periods of time. Enterprises should make proper choice based on degree of cultural differences and strength of enterprises.This article will discuss the interactive relationship between cultural influences and product and advertising strategies, claiming that a specific culture exerts influence on product and advertising strategies on the one hand, and vice versa on the other.Cultural business present the highest level of the development of merchandise sales , and it is also an inevitable trend of the market business development .Brand has become the main force in corporate marketing campaign by evolving from the simple label of a product into the distinct symbol conveying a corporate identity, product quality and its cultural connotation. The invisible "cultural force" has become the strong support to a corporate in creating a predominant brand with much more competitive power.