在国际营销活动中,社会文化因素的作用越来越不容小觑。实践已经证明:各国企业在国际营销中,重视文化分析者成功,忽略文化分析者失败,已经成为国际商界的一条定律。用中国人的文化价值观念去推测异国购买者行为,没有不碰壁的。在国际营销活动中,促进异国的文化变迁比“文化适应”更富创造性。 In international marketing activities, the role of social and cultural factors is increasingly important. Practice has proved that: In international marketing, companies in various countries attach importance to the success of cultural analysts, and ignore the failure of cultural analysts, which has become a law of the international business community. Using Chinese cultural values ​​to speculate on the behaviour of foreign buyers is not untouched. In international marketing activities, promoting cultural changes in foreign countries is more creative than “cultural adaptation.”