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企业在进行跨国营销时,一般会聘用一些来自目标国市场的营销人员,以借助其熟悉当地消费市场的优势来使企业产品能够更快打开和占领市场。但当营销组织成员的文化背景存在差异时,也会给日常的营销工作带来诸多困难和不便。基于此,文章通过利用5D模型来解决困扰跨国营销组织内部因文化差异所带来的这些困难。
When conducting cross-border marketing, enterprises generally employ marketers from the target market to help them open and occupy the market faster with the advantages of being familiar with the local consumer market. However, when there are differences in the cultural background of members of marketing organizations, they also bring many difficulties and inconveniences to the daily marketing work. Based on this, the article uses the 5D model to solve the difficulties that plague transnational marketing organizations due to cultural differences.