21世纪——地缘政治性质和特征变更的时期,有必要自我重新评价许多基本和主要价值的重要性以及它们的现实意义。尤其尖锐的问题是:个体——人格价值的形式、建立和它们为了与变化的社会文化环境相适应而进行的转变,也就是在每种文化内部相互关联的各价值的主导思想同其他文化中占优势地位的价值观的特征相碰撞、磨合、协调过程中出现的矛盾。我们的调研是为了比较不同社会文化条件下,在人格结构中价值梯度的存在、形成和建立而进行的。是以营销经理人这个群体作为调研对象的,因为他们的工作性质与我们所要进行的调研在很大程度上是相关联的,他们需要与大量具有不同特点及民族文化背景的人群打交道,到具有 In the 21st century - the period of geopolitical nature and character change, it is necessary to re-evaluate the importance of many fundamental and major values ​​and their practical significance. In particular, the sharp questions are: the form of individual-personality values, the establishment of which is in line with their changing social and cultural environment, that is, the dominant values ​​of each value interrelated within each culture and other cultures The dominant values ​​of the characteristics of the collision, run-in, coordination in the process of conflict. Our research is conducted to compare the existence, formation and establishment of a value gradient in the personality structure under different social and cultural conditions. Is a group of marketing managers as the research object, because the nature of their work and the research we want to be largely related, they need to deal with a large number of people with different characteristics and national culture background, to have