随着中国的日渐强大,想进入中国市场“觅食”的跨国公司越来越多,但是对于一个有着五千多年历史文化的国度而言,文化隔阂是一道深深的坎.芭比娃娃也不能幸免——2009年昂首挺进中国零售业却转身落寞离去——在美国通过文化营销获得巨大成功的的美泰公司在中国却因为文化而退出。本文主要以中美的文化差异,以独特的视角阐述该事件,强调缩小避免文化隔阂对于跨国公司国际化的重要性。 As China is getting stronger, more and more MNCs want to enter the Chinese market, but for a country of more than 5,000 years, cultural barriers are a deep barrier. Dolls are not spared - 2009 headlong into China’s retail but turned lonely departure - in the United States through the cultural marketing great success of Mattel in China but because of culture and exit. This article mainly expounds the incident with a unique perspective on the cultural differences between China and the United States, and emphasizes the importance of reducing the barriers to internationalization of transnational corporations by avoiding cultural barriers.