河北经贸大学学报(综合版)
河北經貿大學學報(綜閤版)
하북경무대학학보(종합판)
JOURNAL OF HEBEI UNIVERSITY OF ECONOMICS AND TRADE(COMPREHENSIVE EDITION)
2014年
2期
5-10
,共6页
跨文化%跨民族%文化权利%国际营销%人类学%网络营销%语言%文化贸易保护主义
跨文化%跨民族%文化權利%國際營銷%人類學%網絡營銷%語言%文化貿易保護主義
과문화%과민족%문화권리%국제영소%인류학%망락영소%어언%문화무역보호주의
cross-cultural%transnational%cultural rights%international marketing%anthropology%network marketing%language%culture trade protectionism
在经济全球一体化发展的态势下,如何更加有效地从跨文化和跨民族的需要出发,开展国际营销活动,对世界各国各民族的经营管理人员而言,是一个更富挑战性的任务。人类学的理论认为人们的一切行为都受约于其文化价值体系的刚性结构,跨文化跨民族营销是当代人类经济社会行为的一个重要领域,因此也是人类学研究的一个重要领域。从不同的角度讨论人类学对跨文化跨民族营销的诠释,探讨跨文化跨民族营销与传统营销的差异性,并对增进营销人员的跨文化跨民族经营能力提出具体建议具有非常重要的意义。
在經濟全毬一體化髮展的態勢下,如何更加有效地從跨文化和跨民族的需要齣髮,開展國際營銷活動,對世界各國各民族的經營管理人員而言,是一箇更富挑戰性的任務。人類學的理論認為人們的一切行為都受約于其文化價值體繫的剛性結構,跨文化跨民族營銷是噹代人類經濟社會行為的一箇重要領域,因此也是人類學研究的一箇重要領域。從不同的角度討論人類學對跨文化跨民族營銷的詮釋,探討跨文化跨民族營銷與傳統營銷的差異性,併對增進營銷人員的跨文化跨民族經營能力提齣具體建議具有非常重要的意義。
재경제전구일체화발전적태세하,여하경가유효지종과문화화과민족적수요출발,개전국제영소활동,대세계각국각민족적경영관리인원이언,시일개경부도전성적임무。인류학적이론인위인문적일절행위도수약우기문화개치체계적강성결구,과문화과민족영소시당대인류경제사회행위적일개중요영역,인차야시인류학연구적일개중요영역。종불동적각도토론인류학대과문화과민족영소적전석,탐토과문화과민족영소여전통영소적차이성,병대증진영소인원적과문화과민족경영능력제출구체건의구유비상중요적의의。
Under new trends of the global economic integration and development, how to conduct international marketing more effectively according to the cross-cultural and transnational needs becomes a more challenging task for the managerial staff from various nations and countries. Anthropological theory argues that all human behaviors are subject to be constrained by their rigid structure of cultural value system. The cross-cultural and transnational marketing activities are an important field of contemporary human social and economical behavior, and as such, is an important field of anthropology research. There are very significant of discussing the anthropological explanations on cross-cultural and transnational marketing from different perspectives, probing the difference between cross-cultural as well as transnational marketing and traditional marketing, and providing some suggestions to promote the cross-cultural management capability of the transnational marketing managers.