頁籤選單縮合
題名 | Cultural Issues in International Marketing: Entering the Chinese Market--From a Foreign Perspective= |
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作者 | 譚彩鳳; Tan, Tsai-fong; |
期刊 | 美容科技學刊 |
出版日期 | 20110300 |
卷期 | 8:1 2011.03[民100.03] |
頁次 | 頁187-196 |
分類號 | 496.5 |
語文 | eng |
關鍵詞 | |
英文摘要 | When a firm makes the decision to go international with its products or services, it often enters the host country without giving much thought about the host county's and the home country's cultural differences. This paper is written to explore the differences between the Chinese cultures as compared to the U.S. culture. The cultural issues explored will be in respect to marketing decisions being made by the home country. The purpose of this paper is to address some of the issues that a company going international with its products or services might encounter from a cultural perspective. Often times a company without international experience will fail in its attempt to market its products or services in a foreign country because their marketing plan failed to take into consideration the difference between the host country's culture and the home country's culture. This review of the literature is important because if a firm enters the multi-national arena without knowing the marketing rules based on a country's culture, they will fail, or at least make a more costly entry than what would have been necessary. Several sections will be incorporated into this paper: a review of the literature; an analysis of the literature, and a summary. This paper takes on a marketing perspective and should prove to be useful to a multinational company making marketing decision relating to their expansion into China. Knowing the history of a country aids in the understanding how their culture was derived; this in turn will help a multinational in making the correct marketing decisions that takes into account the country's culture. China's history is explored, any country that is targeted for international marketing should be studied before costly marketing decisions are made. A company that plans to expand its operations overseas must base its marketing plan on knowledge of the country's culture that they are expanding into-or they will be inviting failure. This review and analysis of the literature that ties the Chinese culture with a multinational's marketing plans is very important because if a multinational company enters the Chinese market unprepared and fails the damage done might be irreparable. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。