《国际营销的文化影响 international marketing and culture》.pdf

InternationalMarketingofMNEs:CultureasanInvisibleHand PullingtheString 1.Introduction As theworld is getting smaller,the internationalmarket isno longer out ofreach of enterprises with various sizes. Under the context of economic globalization, every enterprise wants to enjoy a share in the global market. The effect of culture in the process of economic globalization has been taken advantage of as a method to gain competitiveadvantage.Cultureexertstheinfluenceonmultinationalenterprises role, business activity, management and marketing strategies. As a business operator globally, managers of multinational enterprises are cultural campaigner rather than just business dealers,because intheprocess ofmarketingtheybring inthecultureof their country and enterprises into another nation and mode a new culture in their outboundsubsidiaries.Owningtothegeographicvariations,culturevarieswithsocial backgrounds.Therefore,intheprocess ofinternationalmarketing,business operators should not duplicate what is regarded as effective in their parental country to their overseas markets. They shouldmake a change on human resource management and business strategy accordingly so as to win success internationally. Therefore, this essay endeavors to critically analyze the influence of culture to the international marketing strategy andhuman resource management. This essayis a combination of critical analysisandcase studies.Thisessaywill firstlygivebackground information about the irresistible trend of international marketing and it notes that cultural differences give rise to differentiated marketing strategies.Then, this essay analyzes internationalmarketingofmultinationalenterprisesundertheinfluencesofadifferent culture.Themarketing process is influencedby the host countrys structural system. Cultureofthe host country andthat oftheparental company are closely linkedwith each other,because the marketing is influenced by and influence