中西神话传说中文化心理差异及其在商务中的应用

神话和传说是虚构的，但其并非虚妄。从不同文化的神话和传说中，我们可以看到不同群体之间价值观和审美观的差异。而现代人不仅要求获得产品的物质效能，而且迫切要求满足心理需求。本文通过对比在西方世界影响较大的圣经故事、希腊神话传说和中国神话传说，分析其在叙事结构、主题侧重、人物塑造和与外来神话融合程度等方面所体现出的文化心理差异，并将之与跨文化营销理论和案例相结合，探寻出对商业有实际应用价值的指导策略，帮助企业适应不断加深的经济全球化。

The Cultural Psychology Differences Reflected in Chinese andWestern Mythologiesand Legends of China and theWest and Its Application in Business

Mythologies and legends are fictions, but they are not unfounded. We can find different values and ideasof beauty from those mythologies and legends which are based on different cultures. Modern-day consumers not onlywant the high quality, but also seek to satisfy their psychological needs. Stories of Bible and Greece are chosenbecause they are most acceptable to western people. This thesis is aimed at finding out the cultural differences inpsychology. Narrative structure, stressed topic, characterization and the extent of melange are essentials. With a viewof trends toward the globalization, the analysis will be applied to intercultural marketing in the end.