跨国企业的文化营销

文章首先从对消费者行为的影响、对营销活动本身的影响和从现代国际营销趋势几方面 ,分析了跨国企业进行文化营销的重要意义 ;据此提出了在了解并把握目标市场的文化差异的基础上 ,跨国企业应如何培植文化营销策略 :即从产品、价格、促销、分销渠道四方面赋予丰富文化内涵的营

To Analyze Cultural Marketing of the MNCs

The article first analyzes the significance of cultural marketing to Multinational Companies in terms of its effects on consumers' activities ,on marketing campaign itself and of the modern international marketing tendency . Then the writer proposes the ways about how Multinational Companies to create the tactics of cultural marketing based on understanding and mastering the cultural differences of the target market, that is, the marketing tactics combination of the four aspects as product, price, promotion, place should be characterized with rich cultural connotation.