The Contrast And Analysis On Cross-Cultural Marketing In America And Japan And Its Enlightenment On Chinese Enterprise

Now we are in a world where international enterprises are booming and companies deal with numerous international affair. International companies' markerting is carried out on a cross-cultural background. So it appears that more and more international corporations are facing a common problem- cross-cultural problem. As a result, people pay more attention to the impact of cultural differeces on marketing and they apply themselves to researches on the patterns of cross-cultural marketing at home and abroad.The research methods in this thesis can provide some guidance to the cross-cultural marketing. This thesis makes a study on the characteristic culture of America and Japan, and the reseach methods used are literature reading, theory analysis, case study and contrasting. It probes into the different patterns of cross-cultural marketing in this two different countries. It also makes a preliminary study on Chinese international marketing, tries to find the hidden problems and provides solutions.There are five parts in this thesis. The introduction part talks about the importance of this issue, the research methods and process. The second part gives the definition and explaination of culture, cultural difference, cross-cultural marketing. And probes into the cross-cultural marketing strategy and pattern. The following part is the main part of this paper. Two completely different cultures are presented, American culture and Japanese culture. It makes a contrast and analysis of this two culture, and discusses the appropriate cross-cultural marketing strategy and pattern in this two countries. The fourth part focuses on the actuality and problem of Chinese international enterprises and tries to find the cross-cultural marketing strategy which can help Chinese international enterprises to achieve cross-cultural marketing innovation and breakthrough. In the end, a terse conclusion is presented.