摘要
随着全球经济一体化程度的加深,新能源汽车市场正迅速拓展到全球范围,为企业带来了广阔的市场前景。然而,也提出了如何在不同文化背景下有效开展市场营销的问题。文化多样性对市场营销策略的影响日益凸显,企业在进行全球市场拓展时,必须考虑到跨文化消费者行为的差异性。文章就跨文化市场营销在全球化背景下的挑战与机遇进行了深入探讨,以期为新能源汽车行业在全球市场中的营销活动提供策略性指导和实践性建议。
With the deepening of global economic integration,the new energy vehicle market is rapidly expanding to the world,bringing broad market prospects to relevant enterprises.However,it raises the issue of how to effectively carry out marketing in different cultural backgrounds.The impact of cultural diversity on marketing strategies is becoming increasingly prominent,so companies must consider the differences in the behavior of cross-cultural consumers when they develops the global market.This article delves into the challenges and opportunities of cross-cultural marketing in the context of globalization,and aims to provide strategic guidances and practical suggestions for the marketing activities of the new energy vehicle industry in the global market.
作者
张冠兰
ZHANG Guanan(of Digital Business,Changzhou Vocational Institute of Industry Technology,Changzhou 213164,China)
出处
《商业观察》
2024年第13期65-68,共4页
BUSINESS OBSERVATION
关键词
市场营销
全球化
新能源汽车
marketing
globalization
new energy vehicles
