基于文化差异的文化营销对消费者行为的影响研究  

Research on the Impact of Cultural Marketing on Consumers' Behavior Based on Cultural Differences

作　　者：王梦蝶[1] 吴东来[1] 吴炎玲[1] 赵娜[1] 

机构地区：[1]武汉大学东湖分校管理学院,武汉430212

出　　处：《科技和产业》2013年第1期102-106,共5页Science Technology and Industry

摘　　要：文化潜移默化地影响着消费者购买过程中价值观的养成。如何针对文化营销中存在的差异性问题进行跨文化管理,渐臻成为企业国际化经营中亟待解决的突出问题。本文基于Hofstede文化维度视角,阐述各文化维度下不同的消费者行为特征,并运用Probit回归分析模型研究文化营销对消费者行为的影响。分析表明,各文化维度下消费者行为受文化营销不同程度地影响作用。本研究对企业文化营销中营销策略的制定和优化具有一定的管理意涵。Culture influences the perceptions of consumers in an imperceptible way. Multicultural management based on the differences observed in cultural marketing, has gradually become an urgent and outstanding problem for a business to operate globally. Using Hufstede cultural dimensions theory, this article described consumer behaviors in different cultural dimensions. Probit Regression Models were applied to study the impact of cultural marketing on consumer behaviors. The analysis showed that to varying extents, consumer behaviors are affected by cultural marketing in different cultural dimensions. This study serves as a useful tool for developing and optimizing marketing strategies during cultural marketing.

关 键 词：文化维度 文化营销 Probit回归 消费者行为 

分 类 号：F713[经济管理—产业经济]