With the expansion of international investment, the development of international trade, the acceleration of internationalization and economic globalization, the competition of enterprises for the international market is becoming more and more fierce. Both developed and developing countries should contact the international market in the process of realizing national economic growth and development. Many multinational companies have set up overseas offices, their business activities spread all over the world, and their sales activities have also embarked on the road of internationalization.

The purpose of marketing is to profit from consumers' needs and desires, and international marketing is actually a cross-cultural communication. Compared with domestic marketing, the international market environment is more complex and diverse, which is influenced by cultural environment besides economic environment, political environment, natural environment, population environment and scientific and technological environment. Therefore, cultural issues have begun to attract attention. There was once an international magazine "What is the biggest obstacle to global marketing". This question was asked to international marketers on a global scale. As a result, eight obstacles were listed, and cultural differences were listed as the biggest.

Because all nationalities in the world have gradually formed their own unique cultures in their specific historical and geographical environments, when people from different cultural backgrounds interact with each other, differences will occur, and cultural differences will also bring about differences in consumption concepts and behaviors. These cultural differences affect consumers' demand and their reactions before and after buying. Users' acceptance or rejection of a product or service largely depends on cognitive, emotional, behavioral and cultural factors. Therefore, enterprises must understand consumers' market value orientation, master consumers' purchasing psychology and cultural characteristics of the target market, thus forming consumers' preferences and properly arranging marketing mix before being assigned effective marketing strategies.

In international business literature, misjudging or ignoring cultural environment will cause many mistakes and losses, and those who attach importance to cultural differences will succeed in marketing. Therefore, studying and analyzing the influence of cultural differences on international marketing will help enterprises successfully enter foreign markets and even have the ability to promote their own culture to the world.

Based on the concept of culture, this paper analyzes the influence of cultural factors on marketing; Illustrate the role of culture with practical cases; Understand the important influence of cultural differences on international marketing through case studies; Finally, it shows how to overcome the negative influence of cultural differences in the international market and improve the success rate of marketing.