文化是一种知识、信仰、艺术、道德、法律以及风俗习惯的复合体,是人类社会活动的产物。这就决定了不同国家不同地域文化的差异性。而文化的差异决定了消费者偏好。市场营销学认为,文化的适从性是决定在一个地区营销成功与否的关键。所谓文化适从,即使企业的产品或服务与目标市场的文化相符合。 文化适从性在国际市场营销中显得尤为重要。种种成功的国际营销案例,都 Culture is a complex of knowledge, belief, art, morality, law and customs. It is a product of human social activities. This determines the differences between different regions and cultures in different countries. The cultural differences determine consumer preferences. Marketing believes that cultural compliance is the key to determining the success of marketing in a region. The so-called cultural fit, even if the company’s products or services in line with the target market culture. Cultural adaptability is particularly important in international marketing. All kinds of successful international marketing cases, all