跨国企业国际营销的研究（商务英语）.docVIP

PAGE I Research in International Marketing of Multinational Enterprises Abstract Through the study and comparison of international marketing of multinational enterprises, this paper first expounds the definition of multinational enterprises, and analyzes 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, international 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 multinational 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: international marketing , multinational enterprises, cultural differences, strategic elements, marketing strategies 跨国企业国际营销的研究 摘要 这篇论文通过对跨国企业国际营销的研究和比较，首先阐述了跨国企业的定义，分析了价值观、语言交流、习俗、习惯等文化差异在国际营销中的表现形式。 其次，分析跨国企业对国际营销的影响，帮助我们更好地去理解国际营销的战略要素、国际营销战略和国际营销组合。 这些分析将指出跨文化和营销战略的重要性，以及跨国企业发展的意义，有利于深化人们对跨国企业在国际营销中的认识。 通过比较文化差异和采用不同的营销策略，跨国企业能更好地形成文化意识，扩大国际市场，适应国际发展趋势。 关键词: 国际营销；跨国企业；文化差异；战略要素；营销策略 Contents Abstract Ⅰ 摘要 Ⅱ Introduction 1 1 Definition of International Marketing 2 2 The Forms of Cultural Differences in International Marketing 3 2.1 Differences in Cultural Values 3 2.2 Differences in Language Communication 3 2.3 Differences in Customs 4 2.4 Differences in Religious Beliefs 4 3 The Influence of Cross-Cultural Barriers on International Marketing 6 3.1 Communication Difficulties in International Marketing 6 3.2 Cu