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随着中国跨国公司“走出去”步伐的加快,其在海外经营过程中遇到的由于文化差异性所导致的经营问题日益增多。文化因素成为促使中国跨国公司根据不同东道国市场特征实施全球营销适应性战略的重要原因。本文将文化距离的概念与全球营销适应性战略相结合,运用Hofstede(1980)、Schwartz(1994)、House(2004)的客观测量方法和管理感知的主观测量方法对文化距离进行测量,并且检验了文化距离对于价格适应性、产品适应性、促销适应性和渠道适应性四种全球营销战略的影响,以期为中国跨国公司更好地进行海外扩张提供理论参考。
With the acceleration of the “going global” of Chinese multinational corporations, their business problems due to cultural differences encountered in overseas business operations have been increasing. Cultural factors have become an important reason for Chinese multinationals to implement global marketing adaptability strategies based on the market characteristics of different host countries. This article combines the concept of cultural distance with a global marketing adaptation strategy that measures cultural distance using objective measures of Hofstede (1980), Schwartz (1994), House (2004) and subjective measures of managerial perception, and tests Cultural distance to four global marketing strategies such as price adaptability, product adaptability, promotion adaptability and channel adaptability, in order to provide theoretical reference for Chinese multinationals to better expand overseas.