国销L3文化环境培训课件(ppt).pptVIP

Language 语言 A crucial tool for communication Verbal V.S. non-verbal language 有声语言 V.S. 无声语言？ 案例：判断撒谎的特征？ 眼睛不敢直视，手指微微并拢 面色紧张 国际营销中语言的意义 For international marketers, language is one of the most important barrier that will encounter when entering a foreign country 需要考虑人们在沟通中信息传递与接收的准确性与清晰性 通用语言-英语 高背景文化与低背景文化:High or low-context culture A 高背景文化：a person’s word is his or her bond, the culture emphasizes obligation and trust as important values. B 低背景文化：deals are made with much more reliance on words and numbers but less on character, background and values of the participants. China V.S. America？ Chapter 3: SOCIAL CULTURAL ENVIRONMENT OF IM 第三章：国际营销文化环境 影响国际营销的外力之宏观因素 PESTEL 模型（宏观） P: Political ---------------政局，政策 E: Economic ------------经济 S: Social/ cultural----社会文化 T: Technological ------技术 E: Environmental -----环境 L: Legal---------------------法律法规 Introduction case Learn Case3-1 “Disney learns to “act local” on the global stage” Answer question: What is the definition of culture? What are two categories of culture? OUTLINE Definition of Culture 文化的概念 Basic factors of Culture 文化的基本要素 Some theoretical basis 文化的基本理论 Definition of Culture 文化的概念 Basic factors of Culture 文化的基本要素 Some theoretical basis 文化的基本理论 definition of culture Definition: ways of living, built by a group of human beings, that are transmitted from one generation to another. Why should we study culture? 联系Disney的例子 influences of culture Influence consumer behavior （消费行为）：中国人喜欢吃鱼肉，瑞士人喜欢吃巧克力、日本人喜欢吃寿司、美国人喜欢吃汉堡、英国人喜欢吃薯条、法国人喜欢喝红酒 Influence occurrence of disease（疾病的产生）：中国人多发胃癌，西班牙人多肺癌 Influence ways of communication （交流方式）：英国人法国人习惯亲吻对方脸颊以示友好，日本人习惯鞠躬以示友好 文化影响消费行为 文化影响疾病的产生 国际社会文化环境研究的重要性 文化因素往往决定着不同的消费行为(consumer behavior) 对国际社会文化环境的研究是企业能否顺利进入国际市场的先行条件 （requirement） 有助于国际营销企业提高产品的竞争力(competitive advantage) Defini