| Cultural differences refer to the cultural differences caused by different regions.The impact of cultural differences on exports is reflected in two aspects: on the one hand,due to cultural differences caused by nationality,religious belief and lifestyle,consumers in importing countries do not understand or even misunderstand cultural information attached to products,resulting in cultural discounts.On the other hand,consumers have cultural identity attached to imported products,so they are interested in imported products.Greater the cultural difference,the greater promotion of product export.These phenomena need us to study how to better solve the problem of cultural differences and promote consumers in importing countries to accept the culture of exporting countries without misunderstanding.Based on this,it is necessary to conduct a systematic and in-depth analysis on negative impact of cultural differences-cultural discount phenomenon.First,analyze export environment of domestic ceramics,then analyze influencing factors of ceramic export such as per capita GDP,cultural differences and Internet penetration,and then analyze current situation and existing problems of Jingdezhen Ceramic export.It is found that there is a lack of leading ceramic enterprises in Jingdezhen ceramics,The driving effect is not obvious;The concept of global marketing is not strong,and the integration of Chinese and Western cultures is not enough;Cultural coding and decoding are asymmetric,and cultural discount is obvious;Weak intellectual property protection and low enthusiasm for innovation;The foreign trade logistics system needs to be improved and transportation cost is high;The international popularity of enterprise brand is not high,and the product competitiveness is not strong.It also puts forward countermeasures to reduce the discount of Jingdezhen Ceramic Culture: government should guide establishment of ceramic cultural exchange and life experience headquarters economic interlocking business entity,vigorously support the construction of open scientific and technological innovation system,strengthen intellectual property protection,issue policies to promote ceramic export,support and encourage various ceramic cultural exchange activities,and encourage telling Chinese cultural stories.The enterprise should target the international market,promote integration of Chinese and Western cultures,develop products close to the culture of target market,enrich and innovate marketing methods,strengthen brand construction,build and improve the foreign trade logistics system,and increase export efforts by targeting the target market of countries close to culture. |
