文化差异对生物育种产品国际市场营销的影响  

The Impact of Cultural Differences on Internation al Market Strategies for Biobreeding Products

作　　者：田甜 Tian Tian(Business College of Henan Forestry Vocational College,Luoyang,471002)

机构地区：[1]河南林业职业学院商务学院,洛阳471002

出　　处：《分子植物育种》2024年第17期5906-5910,共5页Molecular Plant Breeding

基　　金：2023年河南省社会科学联合会调研课题(SKL-2023-2864)资助。

摘　　要：随着全球化进程的加速,生物育种产品,尤其是转基因食品在国际市场的推广与营销面临众多挑战。本研究通过分析不同国家和地区的文化差异如何影响生物育种产品的市场营销策略,指出了文化价值观、社会心理特征以及风险感知在形成公众对这些产品接受度中的重要作用。本研究认为,企业在进入国际市场时,必须考虑到这些文化因素,并据此制定相应的市场策略和沟通方案。本研究还进一步讨论了企业如何通过本土化策略和有效的消费者教育活动来提升产品接受度,并提出了未来研究的方向,旨在为生物育种产品的国际营销提供理论指导和实际应用建议。As globalization accelerates,biobreeding products,especially genetically modified(GM)foods,face numerous challenges in international marketing and promotion.This study analyzes how cultural differences across various countries and regions affect the marketing strategies of biobreeding products.It highlights the significant roles of cultural values,socio-psychological characteristics,and risk perception in shaping public acceptance of these products.The study suggests that enterprises must consider these cultural factors when entering international markets and accordingly devise suitable marketing strategies and communication plans.Further discussion explores how companies can enhance product acceptance through localization strategies and effective consumer education activities.The paper proposes directions for future research,aiming to provide theoretical guidance and practical recommendations for the international marketing of biobreeding products.

关 键 词：生物育种产品 转基因食品 文化差异 国际市场营销 风险感知 

分 类 号：F316[经济管理—产业经济] F274[文化科学] G04