“一带一路”背景下国产化妆品的跨文化营销——以谢馥春为例  

Cross-cultural Marketing of Domestic Cosmetics in the Context of“the Belt and Road”——Taking Xie Fuchun as an Example

作　　者：李自伟 华心雨 张渊 LI Ziwei;HUA Xinyu;ZHANG Yuan(School of International Business,Tianjin Foreign Studies University Tianjin 300000)

机构地区：[1]天津外国语大学国际商学院,天津300000

出　　处：《中国商论》2023年第1期60-62,共3页China Journal of Commerce

基　　金：天津市大学生创新训练项目“‘一带一路’背景下国产化妆品品牌的跨文化营销——以谢馥春为例”(202110068009)。

摘　　要：随着“一带一路”关注度的不断提高,国产化妆品步入一个更加多元的跨文化环境,跨文化营销不仅是对国家“一带一路”倡议的积极响应,还是国产化妆品自身发展的迫切需要。面对国产化妆品全球市场份额较低及跨文化宣传不足等问题,本文在“一带一路”背景下,基于霍夫斯泰德文化维度理论,通过定性和定量方法分析中国与“一带一路”沿线主要国家和地区的文化距离,并以国产化妆品谢馥春为例,分析其目前营销面临的问题,提出谢馥春跨文化营销的发展策略。With the rising attention of the Belt and Road initiative,domestic cosmetics are entering more diversifi ed cross-cultural environment.Cross-cultural marketing is not only a positive response to the national Belt and Road initiative,but also an urgent need for the development of domestic cosmetics themselves.Facing the problems of low global market share and insu ffi cient cross-cultural promotion of domestic cosmetics,this paper analyzes the cultural distance between China and major countries and regions along"the Belt and Road"through qualitative and quantitative methods based on Hofstede’s cultural dimension theory in the context of the Belt and Road.Taking Xie Fuchun as an example,this paper analyzes the current marketing problems and finally proposes a development strategy for Xie Fuchun’s cross-cultural marketing.

关 键 词：“一带一路” 跨文化 营销策略 国产化妆品 谢馥春 

分 类 号：F274[经济管理—企业管理]