企业国际营销的文化风险识别与规避  

Identify & Avoid Cultural Risk in Enterprise's International Marketing

作　　者：王承文[1] 于雪霞 王雪晶[1] 

机构地区：[1]哈尔滨工程大学,黑龙江哈尔滨150001

出　　处：《物流科技》2006年第2期117-120,共4页Logistics Sci-Tech

摘　　要：企业在国际营销过程中,面临一个全新的国际环境,文化因素已成为制约企业国际营销的关键之一。正确识别并合理规避国际营销文化风险,对于我国企业进军国际市场大有裨益。本文界定了企业国际营销文化风险概念,对其产生的根源及成因作了阐述,在此基础上,明确企业国际营销文化风险识别标识构成,进而给出有效规避国际营销文化风险的对策。In the course of international marketing,entrprise is confronted with a new international environment.Cultur has become one of the crucial factors that restrict success of failure of enterprise＇s international marketing,So,it is very useful for enterprise＇s entring international market to identify correctly and avoid reasonably cultural risk.This article defines the concept of cultural risk in internationl marketing and explains its origin and occurrence cause.On the basis of this,we construct identification indications of cultural risk,and put forward suggestion that is used to avoid cultural risk efficiently in enterprise＇s international marketing.

关 键 词：国际营销 文化风险 识别 规避 

分 类 号：F270[经济管理—企业管理]