As the basic concept of service marketing, service is different from ordinary material goods. Philip kotler defines service as "an imperceptible activity or benefit provided by one party to another, which will not lead to any transfer of ownership." In the highly competitive modern market, service has gradually become the most valuable marketing tool and the core of marketing. If multinational enterprises want to gain advantages in international marketing, they must formulate corresponding service marketing strategies for different target markets and different cultural environments.

First, culture leads consumption.

Culture is a brand that affects consumers' choice of consumption behavior. The biggest obstacle to international marketing is the national cultural differences, involving population, education level, religious beliefs, customs and habits, language and writing, etc., which is an important factor affecting the consumer market. The cultural brand characteristics of consumers are mainly reflected in the following aspects:

1. The cultural background of consumers is diverse.

The consumption of consumers in various countries is closely related to their culture. For example, American culture is characterized by a large number of consumption resources, and America's strong economic strength provides a broad front for American consumers. The analysis results of American consumer psychologists show that the basic psychological characteristics of American consumers are: following fashion and seeking novelty, not only demanding the inherent quality of goods, but also liking the novelty of goods. Pay attention to health and nature, so health food, health drinks, fitness equipment and so on have become enduring consumer darlings; According to the fast-paced life in the United States, manufacturers pay more and more attention to how to save consumers' time when developing products. American fast food is a typical example.

2. The collision and integration of cultures have changed consumers' consumption behavior.

In the world, the behavior changes of Japanese consumers are the most drastic. Under the impact of eastern and western cultures, they formed a unique Japanese consumption pattern: the internationalization of consumption concept, trendy goods and trendy purchase methods are typical representatives; The consciousness of saving is traditional, and wealthy Japanese still don't give up the habit of thrift and active saving; The purchase process is strict, and there is such a knowledge in the international market: Japanese consumers are the most picky; In addition, there are hedonic and personalized characteristics similar to American consumption.

3. Traditional culture deeply controls the consumption consciousness.

European culture has always had a tradition of high consumption. Because of its high purchasing power, consumers love the new and hate the old, never satisfied with the existing goods, and always choose to buy new products from colorful goods. Most people have special personal preferences for art, fashion and high-end luxury goods. Young white-collar workers insist on scrimping and saving for several months just to buy a bottle of Lancome's new perfume or an Armani tie, which is very common in France and other countries.

The influence of culture is everywhere, affecting people's values, lifestyles and consumption habits, and then putting forward corresponding requirements for enterprises' international marketing activities. Therefore, every link from early investment, product design to distribution and promotion should fully consider the national and cultural factors of the target country.

Second, cultural strategies to adapt to globalization

Understanding a country's cultural environment and eliminating cultural differences is one of the prerequisites for the smooth progress of international marketing activities. Cross-cultural communication and elimination of cultural barriers can be called the "lifeline" of international marketing. To formulate a cultural strategy that meets the requirements of the global marketing era, we can consider the following aspects:

1. Fully understand the environment and solve the problem of cultural boycott.

Most cultures tend to be ethnocentric, and people have a strong sense of identity with their own culture, consciously or unconsciously belittling unfamiliar and unknown parts of other cultures. Ethnocentrism will lead to a sense of superiority to one's own national culture and inferiority to other national cultures, which is a natural feeling. The purpose of international marketing is to meet the needs of different customers to the maximum extent in order to obtain benefits, rather than succumbing to the national culture of the target country or expanding its own national culture. Therefore, we should acknowledge, understand and respect cultural differences ideologically, and attach importance to learning and understanding the languages, cultures, economies and laws of other countries. Require marketers to avoid self-reference standards and learn to change roles, not only from the perspective of demanders, but also from the perspective of marketers to effectively meet the needs.

2. Correct understanding of cultural permeability

With the development of economy and the increase of foreign exchange, foreign culture and domestic culture have infiltrated each other, but seepage velocity is relatively slow. As far as the diet structure is concerned, it is impossible for Europeans to change to chopsticks overnight, and China people will not just eat hamburger fried chicken instead of rice steamed bread. However, in terms of psychological identity, while Chinese food is gradually infiltrated in Europe, China people also gradually accept western food. In addition, in the design process of a product, there are not only physical creative activities, but also cultural activities. This product has both practical value and information carrier in a cultural system. With the development of society and the change of demand, the culture in product design is constantly surpassing itself. Therefore, international marketers should correctly understand the permeability of culture and actively explore the market.

3. Corporate culture should be innovative.

Corporate culture is the corporate beliefs, values, ideals, goals and codes of conduct gradually formed by all employees in the long-term development process, as well as the corporate style and spirit shown from it. Enterprise culture is based on nationality and is established according to enterprise type, business strategy and market orientation. Corporate culture innovation is to effectively integrate the corporate culture of our company with the corporate culture of the target country, and promote mutual understanding, adaptation and integration of different cultures through various channels, so as to build a new corporate culture on the basis of our company and local culture. This kind of culture not only retains the characteristics of our company's corporate culture, but also adapts to the local cultural environment. It is different from our company's corporate culture and local corporate culture and is an organic integration of the two cultures. Innovative corporate culture not only makes all employees have a sense of belonging and unity, but also can better explore the target market and achieve corporate goals.

Third, the conclusion

In domestic marketing activities, the influence of cultural factors on marketing activities is often ignored by marketers. This is largely because marketers and consumers grew up in the same cultural environment, so they don't pay much attention to the cultural factors in marketing, but focus on the economic factors in marketing, which will not cause much deviation. However, when marketing activities cross national boundaries, the importance of cultural factors is highlighted. From market research, negotiation, pricing, promotion, product style and packaging to selecting sales staff and determining commission, culture permeates all marketing activities. In international marketing, it has become one of the key factors that determine success or failure.

Economic activities originate from people's needs, and marketing is an economic behavior based on meeting customers' needs. Then, international marketing in cross-cultural environment should fully consider the needs of consumers with different cultural backgrounds. Therefore, attaching importance to the study of cultural strategy and revealing the influence of culture on international marketing will be conducive to opening up transnational markets and realizing the long-term market strategic goals of enterprises.

References:

Wang Jizhong Fang Zhen: International Marketing. Tsinghua University Publishing House, 2004, 270.

[2] Hu Zhengming: International Marketing. Shandong people's publishing house, 2002.30,33.

[3] Zhang: The change of corporate marketing concept in the century. Management Modernization, 2003(2)

[4] Zou: Eight concepts of enterprise marketing in the new century. Business Research, 2002(6)

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