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内容简介:中国是一个与众不同的市场,中国消费者是一个与众不同的、有自己特点的消费群体,中国文化在其中扮演着至关重要的角色。即使是在国际市场大获成功的跨国企业,在进入中国市场后,若仍然僵硬地套用国际市场的做法,也往往事与愿违。
Introduction: China is a distinctive market. Chinese consumers are a distinctive consumer group with their own unique characteristics. Chinese culture plays a crucial role. Even multinationals that have achieved great success in the international market often have to backtrack if they still rigidly apply the international market after entering the Chinese market.