2。 Literature Review

The history of cross-cultural studies in China is short, but the results are quite good。 The content of the research of the theory of cross-cultural communication is very extensive, and it has already formed a set of cross cultural communication study system, such as the discussing of Gao Yihong (2000) to the theory of cross-cultural communication ability and so on。 But, in general, we do not have an empirical study on the various factors that affect cross-cultural communication behavior。 In the international marketing, the sales men need to meet the needs of different cultural backgrounds。 The environment of global target consumers is different, including different languages, different nonverbal behavior, different values ,different ways of thinking ,different moral standard ,the different national customs and habits , the different history of each country, the different levels of education led by different levels of economic development and different religion and family structure , which leads to the differences of buying patterns and ways of life。 Paul A Herbig in the United States, “Cross-cultural Marketing” describes the different cultures of different countries and regions of the impact of marketing, the standardization and adaptability of cross-cultural strategies are analyzed, and put forward the framework of cross-cultural marketing analysis(Herbig 15)。The American cross cultural management expert Paul F Buller puts forward 6 ways to deal with cross-cultural conflicts, such as avoidance, education, forcing, coordination, adjustment and adaptation(Buller and Schuler 31)。 One of the most important and difficult factors in the activities of international business is the understanding of the differences of the concept of culture, values and social needs。 Marketing itself is based on meeting the needs of customers, and this needs to a large extent is based on culture, therefore, successful marketing should stick at understanding the cultural norms of the target market。Therefore, cross culture is very important in the international marketing。