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Abstract Influenced by globalization, international trade develops fast. When entering into a new country, it is a decisive for transnational corporations to make a successful marketing strategy. However, the most important factor for making successful strategy is whether these enterprises recognize the cultures differences because different countries have different religions, beliefs, customs, lifestyles and attitudes. It is necessary for these companies to learn these cultural persities and overcome them to make appropriate marketing strategies in target countries.52861
Based on the description of the theory of culture persity and marketing strategies, this thesis takes Estée Lauder as an example to analyze the effects on strategy of products, price, place and promotion from cultural persities, and what revelations transnational corporation should learn.
Key words: cultural persities; transnational corporations; marketing strategies; effects
摘要随着全球化的影响，国际贸易加速发展，对于涉足一个新的国家的跨国公司，制定商品营销策略成为其能否取得成功的决定因素。然而，成功的商品营销策略的制定深受文化差异的影响。不同的国家有着不同的宗教信仰，风土人情，生活方式和态度等，了解这些文化差异是跨国公司克服文化障碍、制定成功的营销策略的关键。
本文在梳理文化和国际营销理论的基础上，通过雅诗兰黛这个跨国公司在华成功营销的案例，分析文化差异跨国公司的产品策略、价格策略、渠道策略和促销策略的影响。此外，通过雅诗兰黛成功的跨国营销的案例分析，以期给其他跨国公司营销策略的制定带来启示。
毕业论文关键词：文化差异；跨国公司 ；营销策略；影响
Contents
1. Introduction 1
2. Literature Review 2
2.1 Culture and cultural persities 2
2.2 International marketing strategies 4
2.3 The relationship between cultural persities and transnational marketing strategies 5
3. Culture Diversities Affect Transnational Marketing Strategies--Taking Estée Lauder as an Example 6
3.1 Estée Lauder company 6
3.2 Effects on transnational marketing strategies 7
3.2.1 Effects on product marketing strategies 7
3.2.2 Effects on price strategies 9
3.2.3 Effects on place strategies 10
3.2.4 Effects on promotion strategies 11
4. Suggestions on Transnational Marketing Strategies 12
5. Conclusion 13
Works Cited 15
1. Introduction
With the coming of the globalization, people from different countries and different areas communicate with each other more frequently than ever before. Under this situation, an increasing number of transnational corporations prefer to extend their company overseas and conduct their business activities all over the world. Gradually, the issue of cross-culture has attracted businessmen’s attention, especially transnational marketing managers. A famous international magazine called The world of Electricity once questioned the issue of what is the most difficult thing during the process of doing business in international marketing to global marketing managers. As a result, cultural persities ranked NO.1.
Business experts and scholars have pointed out that obstacles always occurred in international business especially involved in joint venture or global negotiations. The biggest difficulty is the issue of cultural persities that can make crucial effects on marketing or transnational marketing strategies except the problem of technology which can be worked out easily. Unlike the visible data from measurable issues, people can’t really grasp culture in their two hands and understand what they have got. For example, to understand the meaning of a message from someone, people need to understand the way that people look at the world and the values that weigh heavily in that person’s cultural background. People need to understand the meanings that are put into words and the importance of the words that are used, as well as the way the message is organized and transmitted. People need to know what to expect when that person engages in a particular communication behavior such as making a decision, negotiating an important sales agreement, or writing a contract. And people should be wise to know something about the structures that person works in and the way its organization affects communication. So the transnational marketing managers should pay more attention to cultural persities when they are formulating the transnational marketing strategies.