从中西文化差异看贝塔斯曼败走中国  

Bertelsmann' Defeat in China from the Angle of Chinese and Western Cultures Difference

作　　者：熊玉涛[1] 

机构地区：[1]五邑大学学报编辑部,广东江门529020

出　　处：《西安文理学院学报（社会科学版）》2009年第5期26-28,共3页Journal of Xi’an University(Social Sciences Edition)

摘　　要：不同种类产品的营销对文化差异具有极强的敏感性,中西文化的主要差异导致出版巨头贝塔斯曼在中国图书零售市场的失败。跨国公司在对外扩中,要充分了解并尊重东道国的文化背景和价值观念,以消除文化障碍,实现消费认同与市场开拓。The paper analyses the sensitivity of different types of product marketing to cultural differences,discusses the causes for the failure in China's retail market from the perspective of cultural differences,pointing out that the multinational corporation should fully understand and respect the host country's cultural background and values to eliminate cultural barriers and achieve consumer acceptance and market development during its external expansion.

关 键 词：文化差异 贝塔斯曼 图书销售 文化侵蚀 

分 类 号：G235[文化科学] G124[经济管理—企业管理] F270[经济管理—国民经济]