在过去的几年里关于跨文化的研究层出不穷,但是关于跨文化理论在市场营销上

在过去的几年里关于跨文化的研究层出不穷,但是关于跨文化理论在市场营销上的 应用,比如来自于不同文化背景下的人们如何看待同一国际品牌的研究还很少,尤其是 当一个人从自己出生以及生长的文化背景进入另一个文化背景生活并受其影响时,他在 不同文化背景下对这些国际品牌的认知会改变吗?这个品牌认知是和生处曾经的旧文化 背景的人们一样,还是和现在所处的新文化背景的人们一样,抑或是都不一样呢?这对 市场从业人员来说相当重要,因为原生的文化环境,主导的文化环境与市场促销战略相 互促进影响,对在一个新市场上建立品牌形象起到了相当重要的作用(Eckhardt and Houston,2002)。

結果 (英文) 1:

In past of years in on across culture of research endlessly, but on across culture theory in market marketing Shang of application, like from Yu different culture background Xia of people how viewed same international brand of research also rarely, especially Dang a people from himself was born and growth of culture background entered another culture background life and by its effects Shi, he in different culture background Xia on these international brand of cognitive will change did? this brand cognitive is and born at once of old culture background of people as, Also and now people of the new culture, or are not the same is it? it is very important for the market practitioners, native culture, dominant cultures and mutual promotion effect of marketing strategy, to establish brand image in a new market has played a very important role (Eckhardt and Houston,2002).

結果 (英文) 3:

In the last few years research on cross-cultural emerge in an endless stream, but on the application of cross culture theory in marketing, research Buddha than people from different culture background how to treat the same international brand is little, especially when a person is born and grow from their own cultural background into another a life is affected by the cultural background, he in different cultural backgrounds of these international brand awareness will change? The brand cognition is the same people and students at once the old cultural background, also like the people of new culture background at now, or do not like this? Quite important for market practitioners,Because the native culture, the dominant culture environment and marketing strategy for mutual promotion effect, played a very important role in a new market to establish brand image (Eckhardt and Houston, 2002).