CAJ | 학술논문

文化营销是广告传播领域出现的一种新的趋势与方法。与传统的以产品为核心的营销模式不同的是，跨文化营销的本质目的在于以文化价值观的导入为契机，以本土文化的亲和力将广告信息传播者与诉求对象紧密维系在一起，发挥共振协调效应，以增强广告诉求力。而跨文化广告营销必须要注意由于价值观、消费观不同而带来的文化冒犯，只有对一个国家或地区传统文化的深入理解，才能有效实现跨国营销的决定性胜利。
문화영소시엄고전파영역출현적일충신적추세여방법。여전통적이산품위핵심적영소모식불동적시，과문화영소적본질목적재우이문화개치관적도입위계궤，이본토문화적친화력장엄고신식전파자여소구대상긴밀유계재일기，발휘공진협조효응，이증강엄고소구력。이과문화엄고영소필수요주의유우개치관、소비관불동이대래적문화모범，지유대일개국가혹지구전통문화적심입리해，재능유효실현과국영소적결정성성리。
Cultural marketing is a new trend in the field of advertising. Different from the traditional marketing that is centered around the product, transcultural marketing aims at the increased power of advertising, brought out by the resonance produced by the connection between the advertiser and the target audience with the aid of the affinity of the native culture, upon the introduction of new cultural values. People engaged in transcultural marketing must be aware of the so - called ＂cultural offense,＂ resulted from the differences in value systems and ideas of consumption. Only profound understanding of the culture of the particular country or region can guarantee the success of transcultural marketing there.