臺灣博碩士論文加值系統

國際市場行銷是否能夠成功在很大程度上取決於對於不同國家文化的認識和理解。成功的國際市場行銷應該努力去理解所要開拓的市場的文化規範，本文試圖利用跨文化領域的研究成果對國際市場行銷研究進行一些嘗試和探索。因此，本文分析了在跨文化市場行銷活動中，文化差異對市場化差異對市場調研、產品本身的設計、銷售方法與策略及售後服務等各個行銷環節的影響；其研究結果顯示，每個民族都有其獨特的特徵、不同的文化背景，時間觀念也不同、不同的國家有不同的理解等，是了解文化差異進行國際市場行銷成功的關鍵。

Whether the international marketing can be successful depends a great deal upon the recognition and understanding on culture of different countries. A successful international marketing should try the best to understand the culture norm of the country which they'd like to develop, this article try to explore and test using the research result on cross-culture to deal with international marketing. Therefore, this study analyzes the impact of different culture to marketing difference, product design, sales strategy and method, and after service during cross-culture marketing activities; the result shows that each nation has their own unique characteristics, different culture background, different time concept, different understanding of the same sentence, and this is the key point of a successful international marketing which has the understanding of cross-culture.

目錄
摘要 i
Abstract ii
誌謝 iii
目錄 iv
表目錄 v
圖目錄 vi
第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 4
第貳章 文獻探討 5
第一節 跨文化與國際行銷的關係 5
第二節 跨文化管理與行銷相關文獻 10
第三節 國際文化經營中的文化差異相關文獻 13
第四節 文化差異對國際人力資源管理的影響 21
第參章 研究方法 24
第一節 全球化行銷與本地化行銷 24
第二節 主要研究方法 27
第肆章 案例分析 28
第一節 行銷調研 28
第二節 產品設計 33
第三節 銷售方法與策略 38
第四節 售後服務 52
第五節 消費者行為的跨文化思考 54
第伍章 結論與建議 58
第一節 結論 58
第二節 管理意涵 60
參考文獻 64

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