文化對市場營銷策略的影響研究
發(fā)布時間：2018-10-29 15:33
【摘要】：國際市場營銷是在跨文化的背景下進行的,文化差異帶來了消費態(tài)度和消費行為的不同。文化是經濟活動的內在推動力,文化創(chuàng)新是市場創(chuàng)新的有效途徑。制定正確的跨文化營銷策略,充分認識消費者的文化特征是營銷取勝的基礎。了解、適應一國的文化環(huán)境,駕馭文化差異是國際營銷活動順利進行的前提和保證。文化差異對國際營銷活動的影響具體體現(xiàn)在對目標市場選擇策略、渠道策略、產品策略等企業(yè)國際營銷決策的影響上。延續(xù)本國文化或適應當?shù)匚幕皇窍鄬Χ?或者是企業(yè)不同時期的不同策略選擇。開展國際營銷活動的企業(yè)可以根據(jù)與當?shù)氐奈幕町惓潭纫约捌髽I(yè)具體情況做出適當?shù)倪x擇。 本文從產品和廣告策劃兩個方面討論文化因素對二者所產生的影響,指出文化與產品和廣告策劃是相互制約的互動關系。文化影響著產品的形式和廣告的策劃,而廣告策劃在推銷商品的同時,也在無意中扮演著文化使者的角色。 文化營銷是商品營銷發(fā)展到最高層次的表現(xiàn),也是市場營銷發(fā)展的必然趨勢。品牌已由簡單意義上的產品標識演化為綜合企業(yè)形象,產品質量和文化內涵的鮮明標志,成為企業(yè)進行市場營銷的主力。這種無形的“文化力”為企業(yè)打造強勢品牌,增強品牌競爭力提供有利的支撐。
[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.
【學位授予單位】：對外經濟貿易大學
【學位級別】：碩士
【學位授予年份】：2006
【分類號】：F713.50
本文編號：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.
【學位授予單位】：對外經濟貿易大學
【學位級別】：碩士
【學位授予年份】：2006
【分類號】：F713.50
【引證文獻】
中國期刊全文數(shù)據(jù)庫 前1條
1 楊家娣;;淺談云南少數(shù)民族文化旅游的市場營銷[J];大理學院學報;2009年01期
中國碩士學位論文全文數(shù)據(jù)庫 前1條
1 孫鑫;企業(yè)文化營銷及其與核心競爭力關系研究[D];北京交通大學;2012年
，本文編號：2298094
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