Research On The Impact Of Cultural Differences On Transnational Operations And Countermeasures

The continuous improvement of the level of world economic integration has made trade between countries more frequent,the consumption structure around the world has also undergone great changes,and the consumer demand of consumers in various countries has also rapidly upgraded,placing new demands on various industries,has brought new development space to multinational enterprises.But at the same time,the rapid development of international economic and trade exchanges has made the international trade market environment more complicated.Differences in political environment,natural environment,economic environment,cultural environment and other aspects will affect the transnational operations of enterprises to a certain extent.Among them,cultural differences seem to be an important factor influencing the cross-border activities of companies,because cross-cultural exchange is a step that companies must go through to enter the markets of various countries.The existence of cultural differences undoubtedly makes the market competition more fierce,more risky,and more difficult to trade.How to carry out overseas operations of enterprises under different cultural backgrounds is a problem that every multinational enterprise should seriously consider.This article starts from the two perspectives of Hofstede' s national cultural dimension theory and social and cultural differences,combined with the analysis of Starbucks' multinational operations,discusses the impact of cultural differences on the transnational operations of enterprises,and then provides some countermeasures for multinational companies.It has certain research significance.First of all,this article uses literature research to sort out and summarize relevant research materials of domestic and foreign scholars on cultural differences,transnational operations,and the impact of cultural differences on transnational operations and countermeasures.It is found that most of the existing research materials are relatively single and tend to Quantitative analysis,rather than a complete analysis of the various effects of cultural differences on the complete process of enterprises' transnational operations in combination with cases,the research content is not wide enough and lacks practical guidance.Secondly,this article expounds on the cultural differences and related theories of transnational operations,and uses a combination of theoretical analysis and case analysis to systematically analyze national cultural differences and socio-cultural differences on transnational management,target market selection,business methods,products,The impact of business promotion.Next,through the case analysis of Starbucks transnational operations,the article supplements and clarifies the impact of culturaldifferences on the transnational operations of enterprises,and analyzes the relevant operational measures taken by Starbucks in the face of cultural differences.Finally,by summarizing the multinational operation measures taken by Starbucks,the article concludes that enterprises can adopt coping strategies in the face of cultural differences,namely adaptive strategies,localization strategies,and differentiation strategies,so that multinational enterprises can learn from them.