以迪斯尼为案例浅谈全球化趋势下的跨文化营销

在国际营销活动中,文化环境是极其重要而又极易被忽略的一个因素,文化差异往往成为企业跨国经营的无形壁垒。那么在国际营销过程中,文化差异问题该如何解决?本人个人认为,主动调整营销战略,积极融入当地市场是最好的解决方法。本文从文化差异的角度着手,以迪斯尼乐园为案例,通过对其在跨文化经营中的成功和失败的案例进行分析,阐述了跨文化运营中存在的问题,并提出了一些相关建议。

Cross-cultural Marketing in the Trend of Globalization——A Case Study of Disneyland

In international marketing,cultural environment is a vital but easily ignored factor,and cultural difference often turns to be an invisible block in corporation's cross-border operation.How to solve the problems of cultural difference? In my opinion,adjusting and adapting to the local market is the best way to solve this problem.This thesis presents and analyses some problems of cross-cultural marketing in the trend of globalization by the case of Disneyland and shows some tentative proposals for internatio...