The Study Of Western Jeans MNCs' Cross-cultural Marketing Strategy To Malaysian Muslim Women

Jeans which are given various symbolic meanings by the MNCs have become one of the representatives of popular culture in the era of globalization.Regarding to Islamic culture,women would better not wear clothes that show the shape of their bodies.On the contrary,women Jeans which are famous for displaying the shape of their bodies are popular across the whole Malaysia and adapted by most Malaysian Muslim women.This paper intends to provide a depth analysis from the perspective of transcultural relations on how western Jeans MNCs launch cross-cultural marketing strategies to expand Malaysian Muslim women market based on several external factors including Malaysian political and economic policies and political culture as well as Malay youth culture,social psychology and consumer behavior of Malay by taking Levi's as the core case.Furthermore,this paper also evaluates the effects and rationality of western Jeans MNCs' cross-cultural marketing strategies on coping with cultural barriers between western jeans culture and Malaysian Muslim women culture.After the specific analysis,this paper came to the conclusion that MNCs can break through the cultural barriers by making effective and rational cross-cultural marketing strategies according to the political and economic policies,political culture,public psychology and culture of target countries.There will be six sections in this paper.The first section overviews the research question,academic significance of the research,literature review,theoretical framework and methodology of the paper.Then the paper will discuss the transcultural meaning of jeans and western jeans MNCs' global market expansion in the context of transcultural relations in the second section.In the fourth section,the paper will evaluate the phenomenon that western jeans MNCs break through Malaysian Islamic cultural barriers by discussing the contradiction between Islamic cultural barriers and the phenomenon that more and more Malaysian Muslim women accept fit jeans.In the third and fifth section,the paper will summarize western jeans MNCs' cross-cultural marketing strategies and evaluate the supporting factors taken advantage by these MNCs when they expand the Malaysian Muslim women market.At last,it is the conclusion of the paper.