as a new marketing concept, cultural marketing is a cultural infiltration process that is built, implemented and maintained on the premise of product homogeneity to meet consumers' needs, based on cultural analysis, with the aim of meeting consumers' cultural needs and achieving organizational goals. In a strategic sense, cultural marketing is a strategic marketing with strong cultural penetration formulated by enterprises to meet the different needs of consumers under different cultures.
The concept of cultural marketing advocates that enterprises should take the realization of social values as their organizational goal, so as to maintain the continuous core competitiveness of enterprises derived from cultural needs and make it consistent with the core values of corporate culture.
3. How does cultural marketing affect environmental factors?
Diversification within culture has formed different groups with the same feelings, cognition, reaction (emotional reaction, beliefs, values and life goals), behaviors (customs, rituals, codes of conduct, etc.) and environmental characteristics (living environment, geographical location, important buildings).
because of the differences of social classes, there are differences in consumer perception. The difference in income changes people's likes and dislikes, habits, geographical differences, resulting in differences in consumer demand and so on, and the change in environment changes people's behavior.
through the impact on the environment, consumers' behavior will be indirectly affected, but this impact must be based on the absence of absolute cultural conflicts. If someone takes you to a deserted virgin forest where people are crowded and wild animals often appear, will you go? Even if you go, it can only be an adventure, not a tour! The reason is that there is an absolute conflict between the two environments. The new cultural environment is unfamiliar and can't arouse consumers' interest, that is to say, this cultural attraction can't affect consumers' behavior.
Therefore, using the concept of cultural marketing must influence and change the cultural environment factors of consumers with a non-absolute conflict, so as to effectively change consumer behavior.
the same as the law of material development, the change of cultural differences is the only constant. Therefore, the influence culture of cultural marketing and the culture that affects consumers' behavior interact and change, and the reason for the change comes from the mutual infiltration between cultures.
Influence on communication style
Different countries or nationalities have different cultural norms and communication styles. Understanding the cultural norms and communication styles in different markets in order to communicate effectively with consumers in these markets is the basis of international marketing. For different countries, communication styles and methods vary greatly. For example, in language communication, China and Japanese are generally reserved and good at reasoning; Americans are used to literally expressing and understanding the transmitted information, which is not too restrictive; Finns are introspective and trustworthy, and the agreement reached verbally is as effective as a formal contract; Latin Americans love to play word games; Arabs and South Americans love to use poetic metaphors. In face-to-face language communication, marketers should pay attention to listening carefully and don't interrupt each other's speech easily to show respect and friendship; When you speak, you should try to use concise and easy-to-understand language to clarify your views and positions, pronounce them accurately, and adjust your speech speed according to the understanding of the other party. Pay attention when joking, because what is interesting to one culture may be boring or even rude to another culture, and you will lose some sense of humor through translation. In addition, we should try to avoid using slang, because slang changes too quickly, has a strong background, and is not easy to translate and be understood by the other party.
The differences in communication styles are not limited to language, but also include nonverbal communication, beliefs and customs. In the process of communication, people in different cultures depend on situations to a great extent. Situations include both audio information and silent information, such as facial expressions, eyes, dialogue space, time concept, gestures, clothes and so on. For various cultures, the greater the proportion of situational parts in communication, the greater the difficulty for people to accept and transmit information to each other. In countries with low situational culture, such as Northern Europe, Germany and the United States, people think that the situation is not easy to understand, and most information is transmitted through complete, clear and accurate symbols, such as language and characters, otherwise they will not be able to express their thoughts accurately and completely and make the other party react. In countries with high situational culture, such as China, Japanese, Russian, Southern Europe and Arab countries, scenarios have a strong suggestive function, which can be used to convey the connotation of most or all information. The sender and receiver of information can make good use of scenarios to communicate, and the language can sometimes be omitted or indirect. Compared with low situational culture, people in these countries have a low degree of trust in language expression and rely more on the help of situations to clarify and complete communication.
Even for the same situation, different cultures have different understanding and application. For example, Asians are used to nodding to show that they understand each other's meaning, while Americans usually interpret each other's nodding as an affirmation of their own views. If you don't understand the understanding and application of situations in different cultures, it is easy to cause misunderstandings in communication. As for the date time, Americans think that time is money, Germans think that punctuality is second only to believing in God, and in some countries in Arabia, Africa and Latin America, it is not surprising to be half an hour late. In cross-cultural communication, westerners often show impatience with Asians' excessive greetings before getting to the point; When westerners cut to the chase quickly and directly, Asians will feel too abrupt. Businessmen in Arab countries often use time as the advantage of nonverbal communication when doing business with Americans, trying to delay negotiations as much as possible and forcing the other side to be anxious in order to make concessions.
influence on marketing negotiation
The success of marketing negotiation is the key to influence international marketing, so different values held by different cultures are very obvious in the negotiation. Marketers in western countries pay attention to results, and they use negotiation as a tool to achieve their specific goals. In international marketing negotiations, they will directly cut to the chase, emphasize the unresolved problems, and strive to solve them, so that the two sides can reach an agreement on a specific business. In addition, they usually avoid linking personal relationship with marketing business. They think that the purpose of communication and negotiation is to promote sales and develop business, but the relationship is superficial and it is enough to make business. This attitude of westerners is often incredible to marketers in countries with high situational culture. Marketers in China and most Asian countries attach importance to interpersonal relationships, encourage harmony, and realize mutual trust through negotiations, thus establishing and maintaining long-term cooperative relations. Therefore, they usually like to reach an agreement with each other in terms of general goals, emphasizing and trying to link the two sides with the agreements already reached. Because they think that once the relationship exists, both parties have the obligation to consider each other's needs. Even if the contract is not signed temporarily, the established relationship can lay the foundation for future contracts.
in the negotiation, if there is a dispute or conflict between the two sides, westerners will spend a lot of time and effort to communicate the conflict specifically and discuss different views directly and openly. In disputes, they pay attention to facts and data, and tend to be rigid when sticking to their final position. When the expected results cannot be achieved, they are easy to show emotions. They believe that compromise is possible and inevitable, but if they can't reach an agreement soon, they will feel frustrated or failed, and the established relationship between the two sides will lose its meaning. Asians pay attention to harmony, try their best to avoid the openness of conflicts, maintain flexibility in dealing with conflicts, put forward new suggestions or compromise plans for disputes, and avoid the escalation of conflicts in order to maintain the established relationship between the two sides. Even if you encounter difficulties in conflict resolution communication, avoid sending non-verbal signals that undermine harmony to the other party, because they think that showing emotions is immature. Japanese people don't want to face conflicts directly. They think that conflicts can be solved through competition, cooperation, compromise, avoidance and reconciliation, so when they are unhappy in communication, they will lower their heads or cover their eyes to hide their personal emotions. Americans' fast and tough bargaining is very effective in some parts of the world, while people in countries with high situational culture feel that Americans' negotiation pace is too fast and the way is too blunt. Therefore, in order to promote the success of international marketing negotiations, we should fully understand the values of different cultures and adjust the negotiation strategies and rhythm in a targeted manner.
Influence on marketing strategy
The unique cultural heritage and background of each country or nation provide its members with norms and values to guide their actions. Only by understanding and respecting the cultural background and values of a certain country and nation can we effectively measure it according to the consumer psychology, behavior and needs of the region and nation, so as to formulate a marketing strategy and strategic basis suitable for localization. With a brand value of $7.45 billion, "Coca-Cola" ranked first among the 1 most valuable brands in the world by Businessweek in 23, and has been ranked first among the world's most valuable brands for five consecutive years. Its success lies in the fact that Coca-Cola Company is good at integrating local cultural concepts into the company's operation and management, making product innovation, brand creation and marketing more in line with localization, achieving mutual communication and integration, eliminating cultural barriers and realizing consumer recognition and market. When Coca-Cola entered the Chinese market, it first translated its name into "thirst and wax" and later translated it into "Coca-Cola". Literally, "Coca-Cola" won the favor of Chinese consumers and made its sales in the Chinese market prosperous. Coca-Cola has introduced the packaging of the 12 Zodiac products in China, and the marketing methods such as "Daafu" New Year packaging and "Afu" little sisters embracing Coca-Cola New Year advertisements have fully adapted to China's cultural customs, and the products are naturally favored by consumers. Cultural differences have a very obvious influence on marketing propaganda means. For example, in Europe, magazine advertisements play a great role in Italy, but they play a small role in neighboring Austria. Therefore, when choosing marketing propaganda media, we must fully consider the local cultural background and preferences. The reason why Nestle's products can sell well in the world is that Nestle has adopted different production lines and marketing advertisements in different countries to adapt to the differences in demand, purchasing power, product preferences and shopping methods caused by differences in culture, geography, population and economy. Therefore, in international marketing, we should refrain from trying to transplant the concept of one culture into another; Don't think that a certain marketing method can succeed in one place and in other places. A product sells well in one place and has similar performance in another.
every country or nation has its own taboos. Taboo marks the boundary between one culture and another, and it is the most sensitive factor in cultural differences. The role of taboo in international marketing has been confirmed by many examples of international marketing. The main reason why some companies fail in international marketing is often that they violate or violate the taboos of a certain region or nation. For example, in order to show concern and friendliness to the environment, an American company distributed green baseball caps as gifts to consumers as image propaganda, which was quite effective in promoting sales in the United States. But when the company promoted sales in Taiwan Province in the same way, it failed. Because for Taiwan Province people, wearing a green hat means that the wife or husband is unfaithful. The company not only failed to achieve the purpose of promotion, but also lost some possible trade opportunities. Afterwards, the person in charge of the company's promotion group was deeply shocked by the great influence of cultural differences on marketing. It is very important for international marketing to maintain enough cultural sensitivity to taboos of different cultures and adjust marketing strategies accordingly. China, Singapore, Japan and other Asian countries all believe in geomantic omen. The Hyatt Regency Hotel in the United States was designed according to the standard when it was built in Singapore, but did not follow this custom. After the hotel opened, there were very few passengers, and later it had to be redesigned to make the hotel design conform to the local geomantic custom. Indians regard cows as gods. According to this cultural taboo, McDonald's Company of the United States only sells chicken, fish and vegetable hamburgers in India, but does not supply beef hamburgers, and has also achieved good results. In Manila, people often associate purple with death, and in Japan, white is used for mourning, so when advertising in these places, the above taboo can be avoided by changing the color slightly. However, if we lack understanding and respect for different cultural taboos, such as crossing our legs to point our soles at each other in negotiations with Thais, or refusing the coffee provided by the other party in negotiations with people from Arab countries such as Kuwait, it will affect the communication effect and even the business transaction.
Different countries have different legal restrictions on marketing means and publicity. Take marketing advertisements as an example. In Britain, newspapers that advertise can be distributed all over the country. In Spain, manufacturers can only advertise in local newspapers. In Arab countries, women are not allowed to advertise. In France, Norway and Bulgaria, cigarettes and spirits are not allowed to advertise. In Australia and Italy, TV advertisements for children are restricted. Contrastive advertising is common in the United States, but illegal in Germany, Italy and Belgium. Since the laws of each country are the highest embodiment of the cultural values of these countries, they need to be enforced. In international marketing, we must know the local laws and regulations on marketing in advance, make our marketing strategies and means conform to these regulations, and strictly abide by the local laws and regulations on marketing in the marketing process.