Research On The Influence Of Cultural Difference On International Marketing Strategy

In the early days of culture and business has been closely linked, and now, in this economic environment, the degree of cultural and commercial relations gradually deepened, culture has become a modern commercial propulsion.With the development of the economic globalization is more and more high, international investment and international trade impact on the trading environment is more and more obvious, the enterprise in order to compete for market share, therefore have to pay a lot of effort. Today, whether it is large or small, developed or developing countries, while maintaining the prosperity and development of the nation and the growing process, have been integrated into the international market competition in this environment, all countries in the international economic cooperation, in close contact with the development of the Communist Party of china. Every area of the world economy, can feel the "internationalization" bring us different feelings. With this pace, marketing activities also embarked on the road of internationalization. Economic globalization brings the international market is that the factors affecting it becomes complicated, it is affected by the political environment, natural environment, science and technology environment, population environment, economic environment, social culture environment influence of six factors.Under this background, this paper discusses in detail the influence of cultural differences on international marketing strategy to Unilever marketing in China as an example, and on this topic in-depth analysis and research, contribute to China’s multinational enterprises in making the correct marketing strategy, thus expanding the enterprise marketing in China market.The article is divided into two part, the first part is the introduction, a total of research background and practical significance, literature review, research methods, innovation and deficiency of the content of the four part. The second part is divided into six chapters, is the body part of this paper. The first chapter elaborates the basic connotation and the difference of culture theory, combing the relevant theory of international marketing. The second chapter analyzes the environment of cultural differences in the face of Unilever marketing in China, respectively, Unilever, Unilever in China analysis of macro environment and micro environment analysis. The third chapter is the influence of cultural factors in the international marketing of Unilever, a total of four sections, respectively for the influence of culture on the influence of culture on market research, product and brand, culture impact on price and culture for the promotion and the channel effect, and then by Unilever as an example. The fourth chapter of the Anglo-Dutch Company Unilever in the Chinese cross cultural marketing strategy for the accurate, systematic analysis. The specific strategies include localization strategy, brand strategy and technology cooperation of East and West, the continuation of Chinese cultural and social marketing strategies. The fifth chapter explains the Unilever marketing strategy performance. Including the analysis of product sales, corporate reputation and brand satisfaction analysis. At the end of this thesis, Unilever marketing in China for the government and the enterprise inspiration. From China to the Chinese government and the Enlightenment of two aspects, summed up the experience, lessons, and avoid weaknesses, promoting cross-border marketing activities.