在对出口家具进行营销时,我国企业必须对目标市场文化进行多层次、多角度的细致分析,找到目标消费者的价值取向,投其所好进行营销活动,抢占海外市场。虽然我国已经成为全球最大的家具出口国,但是国内家具企业在进行出口营销活动时,仍然要面对许多棘手难题,譬如家具产品的特色不够突出、跟当地顾客的沟通不顺畅、品牌效应弱等。这在很大程度上是由于我国企业对文化差异 In the marketing of furniture exports, our enterprises must conduct a multi-level and multi-angle analysis of the target market culture to find out the value orientation of target consumers and invest their efforts in marketing activities to seize the overseas markets. Although China has become the world’s largest furniture exporter, domestic furniture enterprises still have to deal with many difficult problems in export marketing activities. For example, furniture products are not outstanding in features, communication with local customers is not smooth, and brand effects are weak . This is due in large part to the cultural differences in our business