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网络营销中的跨文化因素
引用本文:田广,汪一帆. 网络营销中的跨文化因素[J]. 西北第二民族学院学报, 2014, 0(1): 97-103
作者姓名:田广  汪一帆
作者单位:汕头大学商学院,广东汕头515063
摘    要: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。

关 键 词:互联网营销  人类学  跨文化  民族性广告

Cross-cultural Issues in Internet Marketing
TIAN Guang,WANG Yi-fan. Cross-cultural Issues in Internet Marketing[J]. Journal of The Second Northwest Institute For Ethnic Minorities(Philosophy and Social Science), 2014, 0(1): 97-103
Authors:TIAN Guang  WANG Yi-fan
Affiliation:(Business School, Shantou University, Shantou 515063,China)
Abstract: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.
Keywords:Internet Marketing  Anthropology  Cross-cultural  Ethnicity in AD
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