Those who are close to the water are wise, and those who are close to the mountains are peaceful." The harder and more bumpy the living environment in ancient times, the more outstanding and creative the people living there were; on the contrary, the easier and smoother the living environment, the more people lived The more mediocre and conservative people are, the cultural connotations given by Western culture to European and American capitalism are freedom, democracy, and individualism; the cultural connotations given by Eastern culture to Eastern capitalism represented by the "Four Little Dragons" are centralization and collectivism. However, in different situations, Both economic development models produced under the cultural environment are successful.
As a new marketing concept, cultural marketing is based on the premise of product homogeneity to meet consumer needs and is based on cultural analysis. , with the purpose of meeting the cultural needs of consumers and the cultural penetration process of creating, implementing and maintaining organizational goals, cultural marketing is strategically developed by enterprises to meet the different needs of consumers arising from different cultures. Implementing strategic marketing with strong cultural penetration,
The cultural marketing concept advocates that enterprises take the realization of social value as the 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 are consistent.
3. How does cultural marketing affect environmental factors? Distinctive groups with cognitions, reactions (emotional reactions, beliefs, values ??and life goals) behaviors (customs, rituals, behavioral norms, etc.) and environmental characteristics (living environment, geographical location, important buildings).
Due to differences in social class, there are differences in consumer perceptions. Differences in income change people's likes, dislikes, habits, geographical differences, and differences in consumer demand. Changes in the environment change people's behavior. .
It will indirectly affect consumer behavior through its impact on the environment, but this impact must be on the basis of no absolute cultural conflict. If someone takes you to a primitive place where people are inhabited and beasts often appear, Would you go traveling in the forest? 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 cannot arouse the interest of consumers. In other words, this kind of cultural attraction cannot affect consumer behavior.
So the use of cultural marketing concepts must influence and change the cultural environment factors in which consumers live in a non-absolute conflict-influenced culture. , can effectively change consumer behavior.
Similar to the law of material development, changes in cultural differences are the only constant. Therefore, there is an interaction between the influence of cultural marketing and the influence of culture on consumer behavior. The role is changing, and the reason for the change is the interpenetration of cultures.
The impact on communication styles
Different countries or nations have different cultural norms and communication styles, so understand the differences. The cultural norms and communication styles of markets in order to communicate effectively with consumers in these markets are the basis of international marketing. Communication styles and methods vary greatly from country to country. For example, in language communication, Chinese and Japanese people are generally more reserved and good at reasoning; Americans are accustomed to expressing and understanding the information conveyed literally, and are not too formal; Finnish people are introverted, trustworthy, and achieve things verbally. Agreements are as valid as formal contracts; Latin Americans play with words; Arabs and South Americans use poetic metaphors. In face-to-face language communication, marketers should pay attention to listening carefully and not easily interrupt the other party's speech to show respect and friendliness; when speaking, they should try to use concise and easy-to-understand language to clarify their views and positions, and their pronunciation should be accurate and based on The other party's level of understanding adjusts the speaking speed. Be careful when joking, because what is funny to one culture may not be funny or even rude to another culture, and some of the humor will be lost through translation. In addition, try to avoid using slang, because slang changes too quickly, has strong background, is not easy to translate, and is not easy to be understood by the other party.
Differences in communication styles are not limited to language, but also include non-verbal communication, beliefs, customs, etc.
In the process of communication, people from different cultures have great differences in their reliance on situations. Situations include both vocal information and silent information, such as facial expressions, eyes, dialogue space, time concepts, gestures, clothing, etc. Across cultures, the greater the proportion of situational components in communication, the greater the difficulty that people have in receiving and passing on information to each other. In low-context culture countries such as Northern Europe, Germany, and the United States, people believe that context is not easy to understand. Most information is transmitted through complete, clear, and accurate symbols such as language and text. Otherwise, they cannot express their thoughts accurately and completely. Make the other person react. In countries with high context culture such as China, Japan, Russia, Southern Europe, and Arab countries, context has a strong suggestive effect and can be used to convey the connotation of most or all messages. The sender and receiver of information can make good use of context to communicate. , language is sometimes elliptical or indirect. Compared with low-context cultures, people in these countries have lower trust in language expression and rely more on the help of context to clarify and complete communication.
Even for the same situation, different cultures understand and use it differently. For example, Asians are accustomed to nodding to show that they understand what the other party means, while Americans usually interpret the other party's nodding as an affirmation of their own views. If you do not understand how different cultures understand and use situations, it is easy to cause misunderstandings in communication. When it comes to dating time, Americans believe that time is money, and Germans believe that punctuality is second only to belief in God. 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 who make too many pleasantries before getting to the point; and when Westerners get to the point quickly and directly, Asians feel too abrupt. When doing business with Americans, businessmen from Arab countries often use time as an advantage in non-verbal communication to delay negotiations as much as possible and force the other party to hurry in order to make concessions.
Impact on marketing negotiations
The success of marketing negotiations is the key to international marketing, so the different values ??held by different cultures are very obvious in negotiations. Marketers in Western countries are result-oriented and they use negotiation as a tool to achieve their specific goals. In international marketing negotiations, they will cut to the chase, highlight unresolved issues, and work to resolve them in order to reach an agreement on a particular business. In addition, they usually avoid linking personal relationships with marketing business. They believe that the purpose of communication and negotiation is to promote sales and develop business, while relationships are superficial and it is enough to do business. This attitude of Westerners is often inconceivable to marketers in countries with high-context cultures. Marketers in China and most Asian countries value interpersonal relationships, encourage harmony, and achieve mutual trust through negotiation to establish and maintain long-term cooperative relationships. So they usually like to agree with each other on general goals first, emphasizing and trying to make the agreement that has been reached tie the two parties together. Because they believe that once a relationship exists, both parties have an obligation to consider the needs of the other party. Even if a contract cannot be signed temporarily, the relationship that has been established can lay the foundation for future contracts.
In negotiations, if a dispute or conflict occurs between the two parties, Westerners will spend a lot of time and effort on communicating specifically about the conflict and discussing different viewpoints directly and openly. In disputes, they focus on emphasizing factual data and tend to be rigid when insisting on their final position. When the expected results cannot be achieved, they are not prone to showing emotions. They believe that compromise is possible and inevitable, but if they cannot reach an agreement quickly, they will feel frustrated or failed, and the relationship that has been established by both parties will lose its meaning. Asians value harmony and try to avoid making conflicts public. They remain flexible in communication when dealing with conflicts, put forward new suggestions or compromises on disputes, and avoid the escalation of conflicts in order to maintain the relationship that has been established between the two parties. Even if you have difficulty communicating to resolve conflicts, avoid sending nonverbal signals to the other party that disrupt the rapport, as showing emotion is considered a sign of immaturity.
Japanese people are unwilling to face conflicts directly. They believe that conflicts can be resolved through competition, cooperation, compromise, avoidance, and reconciliation. Therefore, when they encounter unhappiness in communication, they will lower their heads or cover their eyes to hide their personal emotions. Americans' fast, tough bargaining works well in some parts of the world, but people in countries with high-context cultures feel that Americans' negotiation pace is too fast and their approach is too rigid. Therefore, in order to promote the success of international marketing negotiations, it is necessary to fully understand the values ??of different cultures and adjust negotiation strategies and rhythm in a targeted manner.
Impact on Marketing Strategy
The unique cultural heritage and cultural background of each country or nation provides its members with normative values ??that guide their actions. Only by understanding and respecting the cultural background and values ??of a certain country or nation can we effectively measure the consumer psychology, behavior and needs of the region and nation, and formulate marketing strategies and strategic foundations suitable for localization. With a brand value of US$70.45 billion, "Coca-Cola" ranked first among the 100 most valuable brands in the world by Business Week in 2003. It has topped the list of the world's most valuable brands for five consecutive years. The reason for its success is that Coca-Cola is good at bringing local Cultural concepts are integrated into the company's operation and management, making product innovation, brand creation, marketing and other aspects more in line with localization, achieving mutual communication and integration, eliminating cultural barriers, and achieving consumer recognition and market development. When Coca-Cola entered the Chinese market, it first translated its name into "Ke Ke Ke Wax" and later changed its name to "Coca-Cola". Literally speaking, "Coca-Cola" won the favor of Chinese consumers and made it popular in the Chinese market. Like the sun. Coca-Cola has launched 12 zodiac product packaging in my country. Marketing methods such as "Big Ah Fu" New Year packaging and "Ah Fu" little sisters embracing Coca-Cola New Year advertising fully adapt to my country's cultural customs, and the products are naturally favored by consumers. Cultural differences have a very obvious impact on marketing and publicity methods. For example, in Europe, magazine advertising plays a great role in Italy, but it plays a very small role in neighboring Austria. Therefore, when choosing marketing media, you must fully consider the local area. cultural background and preferences. The reason why Nestlé's products sell well all over the world is because Nestlé uses different production lines and marketing advertisements in different countries to adapt to the needs, purchasing power, product preferences and shopping caused by differences in culture, geography, population, and economy. Different ways. Therefore, in international marketing, we must avoid trying to transplant the concepts of one culture into another; do not think that a certain marketing method that is successful in one place will also be successful in other places. A certain product sells well in one place but will not be successful in another. One place has similar performance.
Every country or nation has its own taboos. Taboo marks the boundary between one culture and another and is the most sensitive factor in cultural differences. The role of taboos in international marketing has been confirmed by numerous examples of international marketing. The main reason why some companies fail in international marketing is that they violate or violate the taboos of a certain region or nation. For example, an American company distributed green baseball caps as gifts to consumers in order to show its concern and friendliness for the environment as an image promotion. This practice was quite effective in promotions in the United States. But when the company promoted it in Taiwan in the same way, it failed. Because to Taiwanese, wearing a green hat means the wife or husband is unfaithful. Not only did this company fail to achieve its promotional objectives, but it also lost some possible trade opportunities. Afterwards, the person in charge of the company's promotion team was deeply shocked by the impact of cultural differences on marketing. Maintaining sufficient cultural sensitivity to the taboos of different cultures and adjusting marketing strategies accordingly is crucial for international marketing. China, Singapore, Japan and other Asian countries all believe in Feng Shui. When the American Hyatt Hotel built its hotel in Singapore, it was designed according to standards and did not follow this custom. After the hotel opened, there were very few tourists. Later, it had to be redesigned, which made the design of the hotel Comply with local Feng Shui customs. Indians regard cows as gods. According to this cultural taboo, the American McDonald's Company only sells chicken, fish and vegetable hamburgers in India instead of beef burgers, and has also achieved good results.
In Manila, people often associate purple with death, and in Japan, white is used for mourning. Therefore, when advertising in these places, a slight change in color can avoid the above taboos. However, if there is a lack of understanding and respect for different cultural taboos, such as crossing your legs so that the soles of your shoes are pointed at the other party when negotiating with Thais, or refusing the coffee provided by the other party when negotiating with people from Arab countries such as Kuwait, it will affect the communication effect and even the conclusion of the business. .
Different countries have different legal restrictions on marketing methods and publicity. Take marketing advertising as an example. In the UK, newspapers that publish advertisements can be distributed throughout the country. In Spain, manufacturers can only publish advertisements in local newspapers. , in Arab countries, women are not allowed to advertise, in France, Norway and Bulgaria, cigarettes and hard liquor are not allowed to be advertised, and in Australia and Italy there are restrictions on television advertising for children. Comparative advertising is commonplace in the United States, but illegal in Germany, Italy, and Belgium. Since the laws of each country are the highest expression of the cultural values ??of these countries and need to be enforced, when conducting international marketing, you must understand the local legal regulations on marketing in advance, so that your marketing strategies and methods comply with these regulations, and Strictly abide by local laws and regulations on marketing during the marketing process.