文化适应:国际营销的公认准则在激烈的国际市场竞争中,企业获胜的关键在于企业能否在经营中真正贯彻现代营销观念,即能否做到比竞争者在更大程度上满足顾客需求。然而,各国文化背景的不同,导致了各国顾客需求的不同,企业要想在国际营销中满足异国顾客的需求,就必须进行文化分析,根据各国文化的差异性来设计自己的营销策略,包括产品设计、促销计划等。文化的国际差异性决定了企业在国际营销中要做到入乡随俗,适应异国文化,即企业 Cultural Adaptation: Generally Recognized Criteria for International Marketing In the fierce competition in the international market, the key to the success of a business lies in whether the enterprise can truly implement the modern marketing concept in its management, that is, whether it can meet the needs of customers to a greater extent than its competitors. However, the cultural backgrounds of different countries lead to different needs of customers in different countries. If enterprises want to meet the needs of foreign customers in international marketing, they must conduct cultural analysis and design their own marketing strategies according to the cultural differences of different countries, including products Design, promotion plan and so on. International differences in culture determine the business in the international marketing to do as the Romans, adapt to foreign cultures, that is, enterprises