Research On Cross-culture Marketing For Nescafe Based On Consumer Education

Along with the integration of global economy,cross-culture marketing practice has become an inevitable trend.The enterprisers tend to pay more attention to cross-culture management,and ignore the influence caused by culture factors.However,culture factors are making most impressive and universal impact on each consumer's purchasing behavior.It is getting more and more pressing and important to create a creative marketing strategy by applying consumer education theory on cross-culture marketing practice,so that we can across culture difference and seize business opportunity in fast growing Chinese coffee market.As the pioneer coffee brand entering into Chinese market,Nescafe has become very popular,and maintained leading position in Chinese retail market,with its good quality and long-time branding.With the development of socioeconomic,people's consumption concept and habit keep changing,and competition become intensive in coffee market.Nescafe must enhance its advantage and launch marketing innovation to meet consumers' needs,thus boosting the growth of coffee market and sustaining development.In order to design cross-culture marketing strategy based on consumer education for Nescafe,this paper launches research on consumer education theory,and cross-culture marketing theory.On one hand we analysis current status of Nescafe cross-culture marketing,by using SWOT analysis to clarify its opportunities,challenges,strengths and weaknesses in the Chinese market,so as to provide the basis to design and implement the proposed strategy.On the other hand,through the PEST analysis of the socio-political,economic,science and technology aspects,we put forward the need for cross-culture strategy planning on the macro-marketing environment.While through the micro analysis of people's behavior of buying Nescafe,derived factors affecting cross-culture marketing,combined with consumer education theory,paper constructs relationship model of "consumer education and Nescafe's cross-culture marketing influence factors " to demonstrate the importance of consumer education and positive role in the cross-culture marketing for Nescafe.Through the above analysis of the combination of theory and practice,design"cross-culture marketing strategy for Nescafe based on consumer education",while developing an enforcement evaluation mechanism to carry out innovative theoretical and practical basis for its marketing activities.The main contribution of this study is to collate and theoretical knowledge of the actual status of Nescafe,to avoid the conventional common cross-culture management perspective,this new perspective from the education of consumers started to explore cross-culture marketing research,is designed based on Nescafe cross-culture marketing tactics in consumer education,for its innovation and marketing activities of a certain significance.By implementing this strategy,Nescafe can expand its brand culture novelty,by balancing development of all products,coordination and integration of various media,to strengthen its brand vitality and competitiveness,so as to recruit more consumers in China market and achieve stability and development.