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Acknowledgments My writing of this thesis has smoothly come to an end, and I hereby would like to extend my sincere gratitude to the following people for their selfless dedication and contribution to my thesis.23244
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My profound gratitude first goes to Ms Liao Jing, my supervisor, for her constant guidance and encouragement in the process of my writing. She offered me considerable and constructive advice, practical and profound suggestions on the completion of my paper. Just under her careful and patient guidance, I begin to get a clear idea of the paper and fully frame it out. Without her support and help, the completion of the present thesis is impossible.
I would like to express my heartfelt gratitude to the teachers who have ever taught me throughout my college years, especially Associate Professor Huai Peixin, my British and American Culture course teacher. Her profound knowledge of western cultures led me into the world of culture, and also inspired me to make efforts in the research. I am also very grateful to all other teachers of the School of Foreign Languages who gave me direct or indirect help during my study in the college.
I am also grateful to my classmates and roommates for their encouragement, support, comments and wise advice.
Abstract
With the economic globalization, people from different countries and different cultural backgrounds communicate with each other much more frequently than ever before. Under this circumstance, more and more companies and enterprises start to develop their international markets, trying to find more chances there. For the multinational enterprises, in order to meet their goals smoothly, they have to consider the cultural factors in the target marketing places when they are establishing the international marketing strategies. For the international marketing practitioners, cultural factors are the major concern when they make and implement the marketing strategies.
Based on the theoretical framework of culture and international marketing, this essay intends to answer the following two questions: Firstly, in what ways do cultural factors affect marketing strategies of multinational corporations? Secondly, what can business people do to avoid or offset cultural barriers while conceiving and implementing marketing strategies?
The paper falls into five parts. The first part serves as an introduction. The second part aims at explaining the concept of culture. The third part gives an account of marketing. The fourth part focuses on how cultural factors affecting marketing strategies. The fifth part functions as a conclusion.
Key Words: marketing strategies, cultural factors, multinational enterprise
摘要
随着经济全球化的进程，来自不同国家和不同文化背景的人们之间的交流变得越来越频繁，越来越多的企业跻身于国际市场去寻找新的发展机会。跨国企业在国际市场的成败很大程度上要考虑到文化因素对营销的影响。营销人员在制定和实施营销策略时，文化因素是关键。
本文将通过综合运用文化和国际营销理论，试图解决以下两个问题：首先，文化如何影响跨国企业营销策略的制定和实施？其次，国际营销人员如何应对文化障碍？
本篇论文共分为五部分。第一部分是介绍。第二部分阐述了什么是文化。第三部分主要对市场营销进行讲解。第四部分详细论述了文化因素影响国际市场营销的原因。第五部分是结论。
毕业论文关键词：文化因素，营销策略，跨国公司
CONTENTS
Acknowledgments i
Abstract ii
摘要 iii
1 Introduction 1
2 Culture 3
2.1 The Concept of Culture 3
2.2 Aspects of Cross-Cltural Analysis 4
3 Marketing 7
3.1 The Concept of Marketing 7