文化对市场营销策略的影响研究
发布时间：2018-10-29 15:33
【摘要】：国际市场营销是在跨文化的背景下进行的,文化差异带来了消费态度和消费行为的不同。文化是经济活动的内在推动力,文化创新是市场创新的有效途径。制定正确的跨文化营销策略,充分认识消费者的文化特征是营销取胜的基础。了解、适应一国的文化环境,驾驭文化差异是国际营销活动顺利进行的前提和保证。文化差异对国际营销活动的影响具体体现在对目标市场选择策略、渠道策略、产品策略等企业国际营销决策的影响上。延续本国文化或适应当地文化均只是相对而言,或者是企业不同时期的不同策略选择。开展国际营销活动的企业可以根据与当地的文化差异程度以及企业具体情况做出适当的选择。 本文从产品和广告策划两个方面讨论文化因素对二者所产生的影响,指出文化与产品和广告策划是相互制约的互动关系。文化影响着产品的形式和广告的策划,而广告策划在推销商品的同时,也在无意中扮演着文化使者的角色。 文化营销是商品营销发展到最高层次的表现,也是市场营销发展的必然趋势。品牌已由简单意义上的产品标识演化为综合企业形象,产品质量和文化内涵的鲜明标志,成为企业进行市场营销的主力。这种无形的“文化力”为企业打造强势品牌,增强品牌竞争力提供有利的支撑。
[Abstract]:International marketing is carried out under the background of cross-culture. Cultural differences bring about different consumption attitudes and behaviors. Culture is the internal driving force of economic activities, and cultural innovation is an effective way of market innovation. To make correct cross-cultural marketing strategy and fully understand the cultural characteristics of consumers is the basis of success in marketing. Understand, adapt to a country's cultural environment, control cultural differences is the premise and guarantee of successful international marketing activities. The impact of cultural differences on international marketing activities is embodied in the impact of international marketing decisions on target market selection strategies, channel strategies, product strategies, and so on. To continue or adapt to local culture is only relatively speaking, or different strategic choice of enterprises at different times. Enterprises engaged in international marketing activities can make appropriate choices according to the degree of cultural differences with the local and the specific conditions of the enterprises. This paper discusses the influence of cultural factors on product and advertising planning, and points out that culture and product and advertising planning are interactive relations which restrict each other. Culture affects the form of products and the planning of advertisements, and advertising planning plays the role of cultural emissary while selling goods. Cultural marketing is the development of commodity marketing to the highest level of performance, but also the inevitable trend of the development of marketing. Brand has evolved from a simple product logo to a comprehensive enterprise image, product quality and cultural connotation of the distinctive symbol, become the main force of marketing enterprises. This invisible "cultural power" provides favorable support for enterprises to build strong brands and enhance brand competitiveness.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F713.50
本文编号：2298094
[Abstract]:International marketing is carried out under the background of cross-culture. Cultural differences bring about different consumption attitudes and behaviors. Culture is the internal driving force of economic activities, and cultural innovation is an effective way of market innovation. To make correct cross-cultural marketing strategy and fully understand the cultural characteristics of consumers is the basis of success in marketing. Understand, adapt to a country's cultural environment, control cultural differences is the premise and guarantee of successful international marketing activities. The impact of cultural differences on international marketing activities is embodied in the impact of international marketing decisions on target market selection strategies, channel strategies, product strategies, and so on. To continue or adapt to local culture is only relatively speaking, or different strategic choice of enterprises at different times. Enterprises engaged in international marketing activities can make appropriate choices according to the degree of cultural differences with the local and the specific conditions of the enterprises. This paper discusses the influence of cultural factors on product and advertising planning, and points out that culture and product and advertising planning are interactive relations which restrict each other. Culture affects the form of products and the planning of advertisements, and advertising planning plays the role of cultural emissary while selling goods. Cultural marketing is the development of commodity marketing to the highest level of performance, but also the inevitable trend of the development of marketing. Brand has evolved from a simple product logo to a comprehensive enterprise image, product quality and cultural connotation of the distinctive symbol, become the main force of marketing enterprises. This invisible "cultural power" provides favorable support for enterprises to build strong brands and enhance brand competitiveness.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2006
【分类号】：F713.50
【引证文献】
中国期刊全文数据库 前1条
1 杨家娣;;浅谈云南少数民族文化旅游的市场营销[J];大理学院学报;2009年01期
中国硕士学位论文全文数据库 前1条
1 孙鑫;企业文化营销及其与核心竞争力关系研究[D];北京交通大学;2012年
，本文编号：2298094
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