Impact of cultural Differences between China and America on international Marketing_英语论文

摘要

本论文研究的是中美文化差异对国际市场营销的影响。中国作为世界上人口最多的国度，是众多发达国家最看好的贸易市场。自从改革开放以后，中国与其他国家之间的贸易往来日益频繁，尤其是和美国。但是由于两国之间存在较大的文化差异，在进行贸易的时候需要注意文化因素。这篇论文主要建立在文献研究的基础上，着眼于中美两国的文化差异，结合现下的国际市场营销形式。该论文主要提示了营销者在进行贸易的同时也要注重文化，只有两者相结合方可取得最好的结果。

关键词：文化差异；市场营销；影响

Contents

摘  要 I

Abstract II

1 Introduction 1

1.1 The definition of culture 2

1.2 The definition of international marketing 2

2 Literature review 2

2.1 Main forms of expression of the cultural differences in international marketing 2

2.2 Domestic researches 3

2.3 Foreign researches 4

3 Cultural differences 4

3.1 A small introduction of this part 4

3.1.1 Individualism vs. Collectivism 4

3.1.2 Low power-distance vs. High power-distance 5

3.1.3 Polychronic time vs. Monochronic time 5

3.1.4 High-context vs. Low-context 5

3.2 Differences in languages 5

3.2.1 Eye contact 6

3.2.2 Facial expression 6

3.2.3 Silence 6

4 The impact of cultural differences on the international marketing 6

4.1 Positive impact 6

4.1.1 Create some market conditions 6

4.1.2 Form “cultural monopoly advantage” 7

4.1.3 Brand unique personality 7

4.2 Negative impact 7

4.2.1 Form imperceptible long-stop 7

4.2.2 Hard to make marketing surveys 7

4.2.3 The forms of incentives 7

5 Conclusion 8

References 9