【作者】 丁建勇；

【导师】 倪峻；

【作者基本信息】 华东师范大学 ， 企业管理， 2006， 硕士

【摘要】 市场营销理论传入中国已有二十多年的时间，其间经过了多个阶段的发展，营销理论和营销实践在中国取得了不少成功。但令人遗憾的是，中国学术界和企业界在“西学东渐”的过程中，没有充分认识到文化差异对国际营销战略的影响，而是笃信美国管理经验，盲目地采取全球化营销战略，国际营销并不顺利。 本文从阐述美国营销战略不再通用全球入手，进而指出，在全球化背景下，跨国企业制定国际营销战略需重点分析文化因素，文化差异对国际营销战略的影响日益深远，国际营销步入跨文化营销新阶段。 理解文化含义和文化差异的诸项维度，是认识文化差异对国际营销决策具有重大影响的前提。企业在应对文化差异时应具备正确心态，充分认识到文化差异对跨文化营销的双刃剑作用。本文通过比较美日两国独具特色的国家文化和企业文化，阐释了美日两国之所以采取截然不同的全球化营销战略和本土化营销战略，是由各自的普遍主义和特殊主义文化特点所决定的，从而证明，要想获得国际营销的成功，必须立足于本国和目标国的文化特征，并对之进行适应性改进，不可盲目模仿。 针对中国企业的营销现状，笔者认为，在“引进来”和“走出去”的过程中，中国企业更应该学习日本的本土化营销战略。中国企业要重新认识和发掘中国文化，开发和提升具有中国文化元素的产品和服务，树立顾客导向意识，形成中国营销观念，实现营销理论的突破。 本文的创新之处在于“一断言、二比较、三解析、四建议”： 一、笔者从研究美国营销战略日渐式微入手，大胆断言国际营销战略开始步入跨文化营销阶段。 二、引述两种文化差异维度分析理论，比较美日两国的国家文化和企业文化。 三、解析美日企业分别采取全球化和本土化营销战略的优劣势及文化内因，提出全球本土化的营销战略构想。 四、鉴于中国目前的营销现状，提出四点针对性建议。更多还原

【Abstract】 The marketing theory has been introduced to China for twenty years more, and it has experienced several stages of development. Until now, the marketing theory and marketing practice have achieved a lot in China. But there is still a problem that is though Chinese academia and enterprises are trying their best to make the foreign server China, they have ignored the great influence of cultural difference on international marketing strategy. Instead, they do believe in the American managing experience strongly and have adopted the global marketing strategy blindly, which have set back the development of international marketing.This thesis is going to elaborate the phenomenon that American marketing strategy is not suitable for the development of all countries in the world, and then points further that, under the globalization, multinational enterprises should pay much attention to analyze the cultural factors, as the cultural difference exerts an increasing influence on international strategy and international marketing has stepped into a new stage of cross-cultural marketing.The recognition towards the great influence of cultural difference on international marketing strategy is based on a deep understanding of several items like the cultural background and the cultural difference. The enterprises should treat the cultural difference calmly and cautiously when they face it directly, and recognize amply the immense effort of cultural difference on cross-cultural marketing. Through comparing the distinctive national culture and enterprise culture between America and Japan, this thesis is going to elaborate the reason why these two countries adopt the totally distinct global marketing strategies and national marketing strategies. With the reason that the common and special culture feature of these two countries decides their adoption, the thesis will bear out that the achievement of international marketing is based on the culture feature of one’s own country and the target country and the appropriate improvement of the target culture feature.In accordance to the present situation of marketing of Chinese enterprises, the writer thinks that during the international economic communication, Chinese enterprises should attach more attention to learn from the Japanese national marketing strategy. They should rerecognize and discover Chinese culture further, develop and promote the products and service which are carved with Chinese culture, establish the consciousness of customer-driven, form Chinese marketing concept and achieve a breakthrough of the marketing theory.The unique point of this thesis lies in one assertion, two comparisons, three analyses and four suggestions:Firstly, starting from researching American marketing strategy, the writer asserts that international marketing strategy begins stepping into a cross-cultural marketing stage.Secondly, quoting and analyzing the theory of cultural difference between the two countries, the writer compares the national culture and enterprise culture between更多还原