| 中德跨文化营销运作模式构建 |
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| 引用本文： | 张晓芬,Rolf Schwinn.中德跨文化营销运作模式构建[J].辽宁工程技术大学学报(社会科学版),2007,9(1):43-45. |
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| 作者姓名： | 张晓芬 Rolf Schwinn |
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| 作者单位： | 1. 辽宁工学院,经济管理学院,辽宁,锦州,121001
2. 克劳斯达尔大学,劳斯达尔,38678 |
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| 摘 要： | 针对文化差异为经贸合作带来的不利影响，采用对比的方法分析了中德两国的文化差异，得出中德两国企业跨文化营销的具体运作过程——选择进入方式，识别文化差异，发展文化认同，建立新的文化。通过对这一模式的构建，可以为中德两国企业跨国经营提供思路和方法。
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| 关 键 词： | 跨文化营销 文化差异 营销运作模式 |
| 文章编号： | 1008-391X(2007)01-0043-03 |
| 修稿时间： | 2006年6月14日 |
Establishment of the model of cross-culture marketing between Germany and China |
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| ZHANG Xiao-fen,Rolf Schwinn.Establishment of the model of cross-culture marketing between Germany and China[J].Journal of Liaoning Technical University(Social Science Edition),2007,9(1):43-45. |
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| Authors: | ZHANG Xiao-fen Rolf Schwinn |
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| Institution: | ZHANG Xiao-fen1,Rolf Schwinn2 |
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| Abstract: | In view of the disadvantages caused by the cultural ditterences in the economic traoe cooperation, this article analyzes the cultural differences between Germany and China by the method of antitheses, and draws the conclusion from the concrete function process of cross--culture marketing between the two countrieg enterprises--choosing the entering method, identifying the cultural differences, developing recognized culture, building the new culture. By the construction of this model, this article puts forward a kind of thinking or method for cross--culture marketing between the enterprises of Germany and China. |
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| Keywords: | cross-culture marketing the differences of culture marketing mode method |
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