国际市场营销 国际市场营销 unit9 cross-culture communication.pptx

International MarketingZhejiang Business Technology InstituteZhou XifeiLearning Objectives01What is culture02Culture’s elements03Hofstede’s cultural values dimensions04Cross-culture negotiation案例学习 Case StudyIn 2006,the retailer Carrefour retreated from South Korea2006年国际零售业巨头家乐福退出黯然韩国市场The French way of business-running faced challenge法式经营模式遭遇水土不服Consuming culture difference is the main reason消费文化迥异导致经营持续亏损新鲜蔬菜fresh vegetables冷冻食品Frozen food1文化的定义CultureCulture is a complex, which includes knowledge, belief, art, ethics, law, customs, and their ability for social acquisition and habits文化或文明是一个复杂的整体，它包括知识、信仰、艺术、道德、法律、风俗以及作为社会成员的人所具有的其他一切能力和习惯Edward Taylor 《primitive culture》 (1871) 2文化组成元素Elements审美信仰......语言口头语言/书面语言spoken /written language色彩、造型colour、pattern宗教religion非语言沟通nonverbal communication素食主义、环保主义等vegetarian、environmentalist音乐music3使用该语言的国家数和人口数：最高得分7?该语言的社会、文学地位：最高得分4分（如果是联合国工作语言加1分）科学、外交中该语言的重要性:最高得分8?456语言评价体系Language Grading瑞士社会家者George Weber以该语言为母语人数:最高得分 4?1以该语言为第二语言的人数: 最高得分 6?2使用该语言国家的经济实力: 最高得分834世界语言排名Top 10 languages英语是世界第一语言法语排名第二 西班牙语市场巨大5VSnappies？diapers？hoovering？vacuuming？世界主要宗教Religions佛教(Buddhism)基督教 (Christianity)犹太教(Judaism)伊斯兰教(Islamism)印度教（Hinduism）......6Contrasting Values? Hofstede’s cultural values dimensions:? individualism-collectivism? uncertainty avoidance? power distance? masculinity-femininity? long-term vs. short-term orientationContrasting Values:The Individual – Collective Dimension? Individual oriented:? success attributed to own ability? know more about self than others? value autonomy and independence? casual connections to many groups? Collective oriented:? success attributed to help from group? know more about others than self? value interdependence? strong connections to few groupsContrasting Values:The Individual – Collective Dimension? Implications for business within collectivist cultures:? best not to single out individuals? be aware of need to build long-term relationships? nepotism may be seen as functional a