随着人类社会的发展,当今世界经济与文化的关系日益密切,一方面,任何经济活动都是以一定的文化样式进行的,都直接或间接地蕴含着各种文化因素。都是建立在一定的文化因之上的,文化“弥漫”于整个经济领域。另一方面,文化又表现为一种动力资源。发挥的作用,文化的不见、摸的底蕴效,是经济发展中隐在的、深层的推动力。因此。我国的跨国企业在参与国际市场竞争的过程中,不仅要适应他国的经济环境,还要适应其文化环境、以减少或防止他文化与已文化的相互冲突。可以这样说,适应异国文化是企业真正进入异国市场,成功地进行跨国经营的必要条件。随着改革开放的深入发展,企业经营规模、经营能力的提高,越来越多的企业开始走出国门,参与国际市场的竞争。但在国际市场上这些企业往往不能顺利开展经营活动。究其原因,重要一点是不能适应当地文化环境。具体表现在以下几方面:思想观念不适应,不少企业真正置身国际市场后,仍然习惯以自身文化认知为价值参照体系,从而在思想观念方面表现出严重的不适应,具体而言,这种不适应主要受两方面影响:一是传统制,经济的 With the development of human society, the relationship between economy and culture in the world economy is increasingly close. On the one hand, any economic activity is conducted in a certain cultural style, all of which directly or indirectly imply various cultural factors. Are based on a certain cultural reasons, culture “pervades” the entire economy. On the other hand, culture is manifested as a kind of dynamic resource. The role of culture, the lack of culture and the touch of evidence are the implicit and deep driving forces in economic development. therefore. In participating in the competition in the international market, the multinational corporations in our country should not only adapt to the economic environment in other countries, but also adapt to their cultural environment in order to reduce or prevent the conflicts between his culture and the established culture. It can be said that adapting to foreign cultures is a necessary condition for enterprises to truly enter foreign markets and successfully conduct cross-border operations. With the deepening of reform and opening up, the scale of business operation and the improvement of business capability, more and more enterprises have started to go abroad and participate in the competition in the international market. However, in the international market, these enterprises often can not smoothly carry out business activities. The reason, it is important not to adapt to the local cultural environment. Specific performance in the following areas: ideas and concepts do not meet, many companies really exposure to the international market, are still accustomed to their own cultural awareness as a value reference system, which in terms of ideas show a serious maladjustment, specifically, this Inconsistencies are mainly affected by two aspects: First, the traditional system, the economy