定稿.16商英鐘旭展

1、北京理工大學(xué)珠海學(xué)院2011屆本科生畢業(yè)論文Research in International Marketing of Multinational Enterprises學(xué) 院： 外國(guó)語(yǔ)學(xué)院專 業(yè)：姓 名：指導(dǎo)老師：商 務(wù) 英 語(yǔ)鐘 旭 展學(xué) 號(hào)：職 稱：161005103839王 青 梅講師中國(guó)珠海二二 年 五 月北京理工大學(xué)珠海學(xué)院2020屆本科生畢業(yè)論文畢業(yè)論文誠(chéng)信承諾書本人鄭重承諾：我所呈交的畢業(yè)論文Research in International Marketing of Multinational Enterprise是在指導(dǎo)教師的指導(dǎo)下，獨(dú)立開(kāi)展研究或調(diào)查所取得的成果，文中引

2、用他人的觀點(diǎn)和材料，均在文后按順序列出其參考文獻(xiàn)，文中所使用的數(shù)據(jù)真實(shí)可靠。承諾人簽名： 日期： 年 月 日Research in International Marketing of Multinational EnterprisesAbstractThrough the study and comparison of international marketing of multinational enterprises, this paper first expounds the definition of multinational enterprises, and analyzes

3、the cultural differences in international marketing, such as values, language communication, customs, habits and so on. Next, it analyzes the impact of multinational enterprises on international marketing, helping enterprises to better understand the strategic elements of international marketing, in

4、ternational marketing strategies and international marketing mix. These analyses will point out the importance of cross-culture and marketing strategies, as well as the significance of the development of multinational enterprises, which is beneficial to deepen the cognition of people to multinationa

5、l enterprises in the international marketing. Through the comparison of cultural differences and the use of effective marketing strategies, multinational enterprises can better cultivate cultural awareness, expand international business, and adapt to the trend of international development.Keywords:

6、international marketing, multinational enterprises, cultural differences, strategic elements, marketing strategies 跨國(guó)企業(yè)國(guó)際營(yíng)銷的研究摘要這篇論文通過(guò)對(duì)跨國(guó)企業(yè)國(guó)際營(yíng)銷的研究和比較，首先闡述了跨國(guó)企業(yè)的定義，分析了價(jià)值觀、語(yǔ)言交流、習(xí)俗、習(xí)慣等文化差異在國(guó)際營(yíng)銷中的表現(xiàn)形式。 其次，分析跨國(guó)企業(yè)對(duì)國(guó)際營(yíng)銷的影響，幫助我們更好地去理解國(guó)際營(yíng)銷的戰(zhàn)略要素、國(guó)際營(yíng)銷戰(zhàn)略和國(guó)際營(yíng)銷組合。這些分析將指出跨文化和營(yíng)銷戰(zhàn)略的重要性，以及跨國(guó)企業(yè)發(fā)展的意義，有利于深化人們對(duì)跨國(guó)企業(yè)在國(guó)際營(yíng)銷中

7、的認(rèn)識(shí)。 通過(guò)比較文化差異和采用不同的營(yíng)銷策略，跨國(guó)企業(yè)能更好地形成文化意識(shí)，擴(kuò)大國(guó)際市場(chǎng)，適應(yīng)國(guó)際發(fā)展趨勢(shì)。關(guān)鍵詞: 國(guó)際營(yíng)銷；跨國(guó)企業(yè)；文化差異；戰(zhàn)略要素；營(yíng)銷策略IIContentsAbstract摘要Introduction11 Definition of International Marketing22 The Forms of Cultural Differences in International Marketing 32.1 Differences in Cultural Values 3 2.2 Differences in Language Communication3

8、2.3 Differences in Customs42.4 Differences in Religious Beliefs43 The Influence of Cross-Cultural Barriers on International Marketing 63.1 Communication Difficulties in International Marketing 6 3.2 Cultural Conflicts in International Marketing6 3.3 Difficulties of International Marketing Research74

9、 Strategic Elements of International Marketing 84.1 Evaluation of Products and Foreign Markets8 4.1.1 Evaluation of Products8 4.1.2 Evaluation of Foreign Markets94.2 Identification of Target Market9 4.2.1 Analysis of Market Share Decision Mode9 4.2.2 Analysis of Target Segment Marketing Strategy 104

10、.3 Developing Marketing Plan105 International Marketing Strategies of Multinational Enterprises125.1 Implementing Adaptive Strategies125.2 Implementing Localization Strategies125.3 Leveraging Third Parties135.4 Creating Marketing Campaigns136 The International Marketing Strategic Mix of Multinationa

11、l Enterprises146.1 Product Innovation146.2 Corporate Image156.3 Resources Integration166.4 Information Communication17Conclusion19References20Acknowledgments21IntroductionInternational marketing is a trade activity in which an enterprise, based on the needs of foreign customers, provides products or

12、 services to foreign customers and finally gains profits. The development of the world economy and technology affects not only the international business practice but also the political, social, cultural, legal and other marketing environment of the target market. Therefore, the meaning of internati

13、onal marketing also advances with the changes and development of society. Different countries have various cultures, languages and customs, these differences may hinder the development of multinational companies and have a negative impact on their overseas market expansion. Therefore, it is necessar

14、y for them to make a research and study of international marketing in detail. Taking the cultural difference and the marketing strategy as the carrier, this paper will analyze the main content of international marketing, the cultural difference in international marketing and the different marketing

15、strategies. It also points out that the cross-cultural barriers on the influence of international marketing and the importance and significance of marketing strategy. It is comprised of the following six chapters.1 Definition of International MarketingMarketing was defined by the American marketing

16、association as “the process of creating exchange, planning and implementation of ideas, pricing, promotion and distribution to achieve personal and organizational goals”(Jenny Darroch et al., 2004, p.29). “Marketing is the activity of presenting, advertising and selling a companys products in the po

17、ssible way”(A. S. Hornby, 2014, p.942). Marketing is an important function of business operators. The marketing activities of enterprises are carried out to meet the needs and desires of consumers. Before marketing, we must be clear about the market rules, whose core is the needs and desires of peop

18、le.In order to better understand the definition of international marketing, the following three points must be paid attention. First, international marketing is a transnational marketing activities, it is only when products and services are sold abroad or in foreign markets. Secondly, international

19、marketing is the management process of multinational sales activities, multinational companies and export enterprises are the main body of international marketing. Thirdly, international marketing activities must focus on product quality, after-sales service and so on, since its purpose is to meet t

20、he needs of foreign consumers.“International marketing refers to the flow of goods and services into the hands of customers or users in more than one country”(Vern Terpstra, 2006, p36). It is a trade activity in which an enterprise, based on the needs of foreign customers, provides products or servi

21、ces to foreign customers and finally gains profits. The basic idea of international marketing is that all the activities of an enterprise must center on foreign consumers, starting from satisfying the needs and desires of foreign consumers, attracting more customers and having a larger market share

22、by satisfying the needs of foreign consumers. The factors like interests of the public and social welfare improvement should be taken into account so as to achieve the marketing objectives of the enterprise. 2 The Forms of Cultural Differences in International Marketing2.1 Differences in Cultural Va

23、lues Values refers to “beliefs about what is right and wrong wand what is important in life” (A. S. Hornby, 2014, p.1708).Values are an important yardstick for people to measure the good, the evil, beauty and ugliness. Because different countries have dissimilar cultural backgrounds, geography, hist

24、ory and other factors, people are bound to have greatly different understandings in values. Some things are valuable in a country and are regarded as the benchmark of beauty, but they may not be affirmed in another country. Therefore, before an international enterprise opens a foreign market, it nee

25、ds to make some preparations and have a clear understanding of the values of the target country. Different cultural background and developing process will make the country and people have different values, at the same time, their consumption concept will also have some dissimilarities, so peoples co

26、nsumption behavior and demand are also different. Many countries will make advertisements in accordance with corresponding styles for the consumption of their own people. For example, Americans pursue novelty and excitement, so the key of brand advertising to the United States should be put on havin

27、g novelty and innovation; Japanese people are more emotional, therefore, the brand advertising to Japan should pay more attention to the deep emotional communication; French people pursue romance and elegance, so the French brand advertising is emphasized to fully reflect romantic atmosphere. To put

28、 it simply, international marketing should adjust accordingly to the specific values of different countries. It is important to remember that there is no unitary marketing method can do everything. 2.2 Differences in Language CommunicationLanguage difference is an obvious distinct aspect between eac

29、h country. Communication is a key component of marketing, and the most important factor in trade rates is effective communication. Therefore, if there is an obstacle in language communication, it may cause unnecessary misunderstanding and affect the marketing work. Especially in the understanding an

30、d expression of many languages, the cultural differences will lead to some misunderstandings between the two sides, which will eventually lead information not be effectively delivered. Therefore, if we want to carry out international trade and promotion of products, we should consider the different

31、factors in language from all aspects.The most direct manifestation of cross-cultural barriers encountered in international marketing is the communication and understanding barriers caused by different languages. Due to geographical history and other factors, different countries have their own langua

32、ges and ways of thinking, so different languages and ways of thinking will lead to translation barriers in international trade, which not only will affect brand marketing in foreign countries, but also may cause international laughing stocks. For instance, the Coca-Cola company entered Chinese marke

33、t for the first time, its brand was put as “蝌蚪啃蠟” in Chinese, this kind of translation obviously does not reflect any characteristics and attributes of Coca-Cola beverage. In Chinese culture, tadpoles have nothing to do with wax. This kind of transliteration made the drink unpopular in China. Later,

34、 it was renamed “Kekoukele(可口可樂(lè))”, which not only reflects the delicious nature of the beverage, but also expresses good wishes and arouses consumers desire for a try, thus opening the Chinese market smoothly and successfully.2.3 Differences in Customs“Customs is a traditional and widely accepted wa

35、y of behaving or doing something that is specific to a particular society, place, or time”(A. S. Hornby, 2014, p.375). The content of customs is very extensive, including food, clothing, housing, transportation and other aspects. It is common that every country has its own customs. Even in China, th

36、ere are many cultural differences among different ethnic minorities. And customs are most easily ignored in international marketing, because it involves really extensive content, let the marketing staff to guard against. In different environments and cultural backgrounds, people will form different

37、lifestyles or habits. The most common habits are dressing, eating and festivals. These differences also directly lead to communication and contact barriers. At the same time, differences in customs and habits will also affect peoples aesthetic vision. For example, Americans have a sincere love for g

38、reen. They regard green as a symbol of peace and health. But in China, no one wants to wear a green hat because it is a badge of disgrace. Quanjude, a Chinese restaurant chain which specializes in roast duck, has won the recognition of consumers in different countries by adjusting the taste and eati

39、ng style of roast duck according to the different eating customs of consumers in different countries. It can be seen that the differences in customs will also affect the marketing situation of the market.2.4 Differences in Religious BeliefsReligion is an ideology, which is closely related to economi

40、c basis and other ideologies. It is a part of the traditional culture of each nation, and is restricted by the traditional culture. Different traditional cultures have produced different religious beliefs. Religious belief plays an important role in national culture and peoples life. There are many

41、different religions in the world, such as Christianity, Catholicism, Buddhism and Islamism. Different markets have distinctive religious features. Religion is a double-edged sword for international marketing, and it can use the power of religion as a calling and attraction to open up a portion of th

42、e market if its religious factors can be incorporated into marketing; on the contrary, ignoring them may not only spoil the effect and purpose of marketing, but also lead to disputes and even wars caused by sensitive topics.It is because of different cultural differences in international marketing,

43、if they want to successfully carry out international marketing, multinational enterprises must pay attention to these points.3 The Influence of Cross-Cultural Barriers on International MarketingInternational marketing is the product into the specific countries and regions for in-depth promotion and

44、publicity, ultimately achieve the purpose of occupying the local market. Sometimes, marketing may cause a fierce collision between local residents and culture, so we have to face the differences brought by different cultures. At the same time, international marketing personnel should be clear that i

45、nternational marketing will not only bring good benefits, but also cause bad effects.3.1 Communication Difficulties in International MarketingDifferent cultural backgrounds are mainly reflected in different languages, of course, international marketing is hard to do without language which is a power

46、ful tool. In fact, the same words may have different meanings in different cultures. Because language, as a branch of a culture, reflects the social reality, the differences in social reality will naturally be reflected in the language. This difference in language causes a lot of difficulties in com

47、munication and translation, which often makes it impossible to achieve complete communication between the two sides. Especially in the face of in-depth communication, the deep meaning of the text cannot be accurately expressed, which makes it impossible to convey its own original meaning. While word

48、 games are one of the common means of marketing, it is impractical to play word games when communication is not reached, and there is a risk of self-defeating.3.2 Cultural Conflicts in International MarketingIn the process of international marketing, the communication between different countries wil

49、l inevitably involve cultural aspects. Because of the deep-rooted cultural background at work all the time, groups with different cultural backgrounds tend to believe that their own culture is superior. This is the result of cultural pride and there is nothing wrong with that. However, this kind of

50、superiority may magnify produce culture clash. For example, racism in todays international society is an obvious case of cultural conflict. If a multinational enterprise cannot avoid cultural conflicts in specific international marketing, it will not only lead to unsuccessful marketing, but also mak

51、e the enterprise bear serious charges and affect the reputation of the enterprise.3.3 Difficulties of International Marketing ResearchThe purpose and importance of marketing research are needless to say. It is an indispensable and important way for multinational enterprises to open new international

52、 markets, and it is also a necessary preparation for enterprises before entering new international markets. The core of enterprise research is to obtain the market information, including local economic condition, social development, cultural customs, as well as the information related to enterprise

53、products, such as the need for enterprise products in the country, the local peoples purchasing power, local similar products of other brands and their share, etc. . This information relates to the positioning and development of the enterprise in the foreign country. But because of different cultura

54、l backgrounds, it is more difficult for enterprises to research and obtain accurate information between different countries. To sum up, cross-cultural barriers not only increase the communication difficulties of international marketing, but also easily induce cultural conflicts and enhance the diffi

55、culty of international marketing research. Therefore, in order to better deal with the difficulties in international marketing, we also need to understand the strategic elements of international marketing.4 Strategic Elements of International MarketingBefore carrying out international marketing, mul

56、tinational enterprises need to consider the relevant strategic elements. Different countries have different cultural backgrounds, so they first need to have a necessary understanding of the market, then accurately position the market according to the local customers demand for products, and finally

57、make a favorable marketing plan.4.1 Evaluation of Products and Foreign MarketsProducts and markets are pretty significant when international enterprises carry out international marketing. The next two sections are about products and markets evaluation.4.1.1 Evaluation of Products Three aspects need

58、be analyzed in evaluating a product, namely product value analysis, self-worth analysis and valid value. The first is product value analysis: the first thing to be clear about is what problem the product should solve. This is the general direction. Second, multinational enterprises need to know for whom? When a product is trying to solve a problem, mult