Analysis of Cultural Factors in International Marketing .docx

北京理工大学珠海学院2011届本科生毕业论文Analysis of Cultural Factors in International Marketing学 院： 外国语学院专 业：姓 名：指导老师：商务英语陈雪薇学 号：职 称：161005103826余 茜讲师中国·珠海二二 年 五 月北京理工大学珠海学院2020届本科生毕业论文毕业论文诚信承诺书本人郑重承诺：我所呈交的毕业设计（论文）Analysis of Cultural Factors in International Marketing是在指导教师的指导下，独立开展研究或调查所取得的成果，文中引用他人的观点和材料，均在文后按顺序列出其参考文献，文中所使用的数据真实可靠。承诺人签名： 日期： 年 月 日北京理工大学珠海学院2020届本科生毕业论文Analysis of Cultural Factors in International MarketingAbstractInternational marketing has many differences from domestic marketing. International marketing is not only influenced by the world economic development, but also by the cultures, religions, customs and other aspects of the target market country or city. Culture occupies an extremely important position in international marketing. In many ways, cultural factors are the core for influencing international marketing. Culture is the key factor in forming differences between regions and nations, which also penetrates into all aspects of international marketing. Because peoples are brought up under different cultures with different religious beliefs, languages, and values, they, as consumers, have different attitudes, behaviors of consumption, and different demands for international marketing. But cultural differences have both positive and negative effects on international marketing. Therefore, before conducting international marketing, enterprises should analyze and study the cultural differences between the target country and the home country, adapt to the new cultural background, and adopt the corresponding strategies and measures according to the types and influences of cultural differences between the two countries, which can make the enterprise more successful in international marketing activities.Keywords: international marketing, cultural differences, influence, strategies. 文化差异对国际市场营销的影响摘 要国际营销与国内营销有很多差异。国际营销不仅受世界经济发展的影响，而且还受目标市场国家或城市的文化、宗教、习俗和其他方面的影响。文化在国际营销中占有极其重要的地位。在许多方面，文化因素是影响国际营销的核心。文化是形成地区和国家之间差异的关键因素，文化差异也渗透到国际营销的各个方面。 由于人们是在不同的文化下成长的，他们具有不同的宗教信仰、语言和价值观，因此他们作为消费者具有不同的消费态度、消费行为和对国际营销的不同需求。 但文化差异对国际营销既有正面影响也有负面影响。因此，在进行国际营销之前，企业应该分析和研究目标国家与本国之间的文化差异。企业在目标国适应新的文化背景，根据两国之间文化差异的种类和影响研究出应对的策略和措施，可以使企业在进行国际营销活动更加成功。 关键词：文化；国际市场营销；文化差异；影响；策略IIContentsAbstractI摘 要IIIntroduction21 The Background of the Study41.1 Basic Definitions41.2 Literature Review41.3 My Scope52 Cultural Factors that Influence International Marketing62.1 Religions62.2 Languages62.3 Values72.4 Literacy Rates72.5 Traditions83 The Impact of Cultural Differences on International Marketing93.1 The Positive Impact of Cultural Differences on International Marketing93.1.1 Deepen the Knowledge of the Overall Environment93.1.2 Create More Market Opportunities93.1.3 Form Competitive Advantages93.2 The Negative Impact of Cultural Differences on International Marketing103.2.1 Increase the Complexity of Market Research103.2.2 Hamper Internal Communication103.2.3 Cover Intangible Barriers114 Strategies to Deal with Cultural Differences in International Marketing124.1 Cultural Input124.2 Localization134.3 Cultural Integration144.4 Market Segmentation14Conclusion16References18Acknowledgments19IntroductionThe term culture has multiple definitions, which are narrowly and broadly defined. In a broad sense, culture refers to the sum of all material and spiritual wealth created by human beings; in a narrow sense, culture refers to the achievements created by human spiritual activities, such as philosophy, religion, Science, art, morality, etc. (Feng, 2015)International marketing is different from domestic marketing. International marketing has to face a more complex marketing environment, and culture is an important part of the marketing environment.Therefore, only when an enterprise adapts to different cultural environments and integrates into them can it gain the favor and recognition of local people, and only in this way can international marketing activities have further development.In the first place, cultural factors can be seen in every part of international marketing activities and play an important role. Different values are shaped in different cultural backgrounds, adapting to the local natural and social environments. For example, the products design and production should be conducted according to the local cultural characteristics and requirements, and the prices should be determined on the basis of the local values and their power of consumption. Also, the sales methods should be selected according to the local culture and customs. In the next place, the existence of international marketing accelerates development of culture to some extent. And the sellers not only respect the local culture, but also help them better develop and create more new cultures. In the international marketing, respect of local cultures can enable people to better discover and create new demands, as well as better local lifestyles. In the end, the consequence of international marketing has also been affected by culture. Whether consumers accept products or not has an effect on culture. A product is judged not only by its quality, but also by its cultural values. Therefore, enterprises should pay attention to quality and prices in international marketing. International marketing is based on the cross-cultural background, so enterprises should keep their eyes open in order to understand the local culture and its values. Culture can push economic development, and cultural innovations will also lead to the innovation of the market. While multinational companies are conducting international marketing, they should meet the needs of foreign consumers and attach importance to the analysis of the cultural environment changes.This article starts from the perspective of cultural differences, and analyzes the cultural factors that affect international marketing and its impact on international marketing, in order to develop more strategies to deal with cultural differences, so as to achieve the purpose of basically offsetting the negative impact of the cultural factors on international marketing, so that the enterprises can better conduct their international marketing.1 The Background of the Study1.1 Basic Definitions International marketing is the process by which goods and services flow into the hands of consumers or users from more than one country. In simple terms, international marketing is a cross-border social and management process. And it is also a process that enterprises satisfy the need of consumers from multiple countries and gain profits by strategic planning, price promotion, leading and creating products and their value and exchanging them in international market.(Wang, Feng & Zhou, 1999, p.252)Culture is a social phenomenon, which is created and formed by human beings for a long time. At the same time, it is also a historical phenomenon, which is the accumulation of human society and history. To be precise, culture covers the history, geography, customs, traditional customs, lifestyles, literature and arts, codes of conduct, ways of thinking, values, etc. of countries or nations that can be inherited. It is a universally recognized ideology that humans can communicate with each other, and it is the sublimation of knowledge and experience in the objective world. (Yan, 2011)1.2 Literature ReviewIn the West, In the book “Cross-cultural Marketing”, Paul A. Herbig (2000) closely combined the 4Ps strategy with cross-culture to form a complete knowledge framework of international marketing. “The Cultural Environment of International Business”, co-authored by Vern Terpstra and Kenneth David (2001), analyzed international marketing from the perspectives of culture, language, education, religion, values, technology, social organization, political environment and so on. Muhammad (2018) focused on the impact of international marketing by Chinese multinational subsidiaries located in Saudi Arabia, and then he proposed some ways to improve the efficiency of international marketing. Rahim Mir-Babayev (2016) studied the relationship between cultural diversity and its impact on innovation, and concluded that cultural diversity plays a vital role in innovation research in the construction industry in Azerbaijan. In China, Wang Jianhui (2008) analyzed some international marketing cases, and suggested that enterprises should carefully understand the local culture when conducting international marketing in the target country. Yuan Yue (2015) analyzed the impact of differences in values on consumer perceptions and purchasing behaviors, and then proposed the basic approach of cross-cultural marketing based on values differences. Wang Fei and Jia Yuewei (2017) mainly analyzed the performance and related impacts of cultural differences in international marketing, and proposed strategies and ideas for coping with cultural differences in international marketing. Wu Xiaoda (2018) analyzed cultural differences and their forms of expression, and emphasized that enterprises must take full account of the impact of cultural differences in various countries and formulate their own multinational marketing strategies. Wu Dao (2017) analyzed the impact of European culture on international marketing, and concluded that companies should take seriously the differences between European culture and other cultures and propose a series of countermeasures. Guo Jinying (2009) analyzed the characteristics of American subcultures and used a series of case studies to propose some measures thatthat could be taken and some problems that should be paid attention to for Chinese enterprises exporting to the United States.1.3 My ScopeTherefore, the purpose of this article is to study the impact of cultural differences on international marketing and its countermeasures. It is divided into four parts. The first part introduces the status of culture in international marketing and some literature reviews. The second part analyzes the factors of cultural differences, which include religious beliefs, languages and values. The third part summarizes the positive and negative effects of international marketing due to cultural differences. The last section provides some suggestions for solving this problem.2 Cultural Factors that Influence International Marketing2.1 ReligionsReligious beliefs are one of the oldest cultural phenomena of human beings. It refers to the fact that people who believe in certain religions have firm faith in the sacred objects they believe in due to the recognition of worship. Christianity, Mohammedanism and Buddhism are the three most influential religions in the whole world. In some ways religious beliefs influence peoples moral codes and social taboos. For example, Christianity forbids people practising physiognomy, soothsaying, fortunetelling and astrology. Mohammedanism forbids eating pork and knocking over a drink. Hinduism forbids eating beef. Therefore, while conducting international marketing in cities that are heavily influenced by religious beliefs, enterprises should be careful to avoid these taboos.Religion has an great effect on peoples living habits, demand preferences, life attitudes and shopping styles. Westerners, especially Americans, pay more attention to the impact and creativity of individuals in groups. Influenced by Mohammedanism, women from the Middle Eastern countries get a say on buying food, and other purchasing decisions should be made by men. Whats more, bank interest is seen as lending money at usury in Mohammedanism.2.2 Languages Language is the basis of culture, and culture will influence language at the same time. At the moment, there are more than 3,000 languages in the whole world. And it is known that language is the symbol of culture.Language is also a tool for enterprises to communicate with each other in international marketing. Communication, contract negotiations and advertisements cannot be separated from language. Therefore, while enterprises enter the international market and engage in international marketing, the biggest problem to be solved is culture. Only do enterprises understand and adapt to the language usage of the target market can it be more convenient for them to conduct international marketing. Whats more, enterprises should pay more attention to the mistranslation caused by the cross-cultural exchanges. Because some words do not have any other meanings in the local place, but do have some different meanings in the export countries. Otherwise it may lead to poor sales.For example, the production and sales of Shanghai White Elephant Battery are very good in China, but the same product labeled with "White Elephant" on the package exported to foreign countries had not achieved good sales. The reason was that the brand translation was not handled properly. In English, "White Elephant" means "something large but useless", so the products were not popular in the European market. If enterprises can detect cultural differences between Chinese and English in time, these losses could have been avoided.2.3 ValuesDifferent cultures produce different values. And values includes peoples time concepts, aesthetic standards, views of wealth and so on, which usually affect the international marketing. The influence of the different values on international marketing is mainly manifested in two aspects.First of all, this is one of the basis of how to choose the target market. Fast food and instant coffee are popular in some countries which have a strong sense of time. On the contrary, in some Latin American countries, if housewives buy instant coffee, they may be derided as “lazy housewives”.Secondly, marketing decisions should be adapted to the time view of the local people. In developed countries, the rhythm of work is fast and the competition is tough, and the marketing opportunities are transient. Therefore, enterprises should have an urgent time view while having an international marketing in developed countries. But in some less developed countries, the concept of time is poor and the work efficiency is low, so the international sales staff should make adequate preparations in thought and practice.2.4 Literacy RatesThere are four main aspects of the impact of differences in education levels on international marketing. Firstly, the demand and consumption patterns of a country with generally higher levels of education are significantly different from those of a country with poor e