Research On The Cultural Integration Of Chinese Enterprises In Expanding The Direct Investment Market In Southeast Asia

The world is undergoing a complex and profound change,the international investment and trade pattern and the multilateral investment and trade rules are constantly adjusted,the Chinese enterprises adhere to the open regional cooperation spirit,respond to the idea of the development "One Belt and One Road" construction of the general secretary of Xi Jinping,The trend of cultural diversity is to strive for broader,higher and deeper regional cooperation.From the point of view of culture,this article probes into the opportunities and challenges that Chinese enterprises may encounter in the market of Southeast Asia,and through the analysis of the necessity and strategic significance of the cultural integration of the Southeast Asian market,this paper makes use of the cultural dimension theory of Hofstede.The cultural homogeneity and heterogeneity of the Chinese enterprises and the Southeast Asian enterprises are compared,and the conclusions of the diversity,compatibility and religious nature of the Southeast Asian market enterprise culture are obtained.Secondly,this paper studies the influence of Southeast Asian culture on its business behavior through a case study,in which cultural diversity makes multiple free trade zones in Southeast Asia parallel,and cultural compatibility makes economic policies inclusive and open in Southeast Asia.Cultural and religious characteristics make the religious tourism in Southeast Asia grow stronger,and affect the value choice and behavior habits of enterprise employees.The fifth part of this paper focuses on the path selection of cultural integration in the expansion of Southeast Asian market by Chinese enterprises,combining with the analysis of the market in Southeast Asia in the previous part,it is divided into four paths,Finally,the strategy of cultural integration is analyzed.This chapter mainly combines Alibaba undefined case of LAZADA acquisition,and expounds how Chinese multinational enterprises should carry out cultural integration in the process of implementation,which is divided into three levels.