网络营销中的跨文化因素

网络营销的出现，无疑是有史以来最令人兴奋的市场营销创新。在互联网等新技术的作用下，营销者所面临的市场已经是全球化的跨文化市场。在国际电子商务中，为了更好地服务干来自不同国家的用户，营销者必须考虑到不同国家之间的文化差异。本文在综述互联网跨文化营销现状的基础上，从人类学的理念出发，探讨互联网营销组合特征，并通过跨文化的视角提出一些具体的操作建议。

Cross-cultural Issues in Internet Marketing

The emergence of the internet is undoubtedly the most exciting history of marketing innovation. Internet and other relevant factors accelerate the process of globalization. Nowadays, the market is a global and cross-cultural market. In order to serve users from different countries, we must take into account the cultural differences between different countries in the international E-commerce. This paper summarizes the status of the Internet cross-cultural marketing, figures out the objectives of business internet marketing on business anthropological perspective and puts forward the goal of a eross-euhur- al anthropological approach.