国际营销禁忌研究1.docVIP

原创性声明 本人郑重声明:所呈交的论文,是本人在导师指导下,进行研究工作所取得的成果.除文中已经注明引用的内容外,本论文的研究成果不包含任何他人创作的、已公开发表或者没有公开发表的作品的内容.对本论文所涉及的研究工作做出贡献的其他个人和集体,均已在文中以明确方式标明.本学位论文原创性声明的法律任由本人承担。国际营销成功的标志是产品能在东道国市场形成“大众消费”的局面；但禁忌这一普遍存在的社会文化问题导致企业国际营销失败的问题时常发生。国际营销的本质是跨文化营销。在目前的社会中，消费不仅仅是一种生存的需要，而且也是一种自我存在的反映，它具有明确的文化意义、社会意义以及符号意义。在消费社会中，社会化的消费者出现了对于自我认同的回归，他们不再满足于消费全球相同的产品；不同国度或文化背景下的消费者对于消费的理解具有差异性。对于企业而言，向东道国提供产品的营销过程，也是将产品或营销刺激作为一种文化载体向东道国文化介入的过程；在这个过程中，企业要充分考虑不同国度消费行为的差异性。一旦企业忽视了上述差异，国际营销活动必然会失败 禁忌作为一个文化人类学的概念、社会规则，它是标志文化差异的基本范畴。它影响着一个文化背景下的价值观和行为规范，约束着人们的思想和行为。禁忌对于国际营销影响是通过对于东道国消费者消费行为的影响进行的禁忌作为一个社会规则，对于国际营销的影响非常广泛，表现在国际营销过程的各个方面。因而对于以上问题的分析有助于企业理解跨文化营销过程中东道国市场消费观念及消费规范，以及了解消费者之间的互动；这是形成了产品决策和传播决策的基础。【1】Abstract In the process of international marketing IM , it is a universal problem that taboo as a cultural issue causes failures of IM practice. Phenomenon is the clue of essence. The essence of IM is a cross-culture marketing activity. At present, consumption fulfills not just consumer’s basic need, but acts as a reflection of a consumer’s self-existence, it has clear cultural, social and symbolic meanings. In the context of the global consumption, consumers appear to regress their own self-identities, they are not satisfied with consuming the same product of the same style throughout the global market. Consumers in different county or culture have different need for consumption. In the standpoint of an enterprise in the process of IM, supplying products to the host country market is just as a process of supplying the cultural carrier reflecting their own culture for the consumers. In this process, if enterprises ignore the difference between the different countries, it will fail undoubtedly. Taboo acts as a cultural and anthropologic concept and social rule, and also is the indication of culture difference. It influence people’s value and behavior criterion, restrain people’s thought and action, in this point, different countries have different cultures. Taboo influence IM through influence consumer