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国际营销禁忌研究——基于文化和社会的
分析视角
摘 要
国际营销成功的标志是产品能在东道国市场形成“大众消费”的局面；但禁忌这一普遍存在的社会文化问题导致企业国际营销失败的问题时常发生。国际营销的本质是跨文化营销。在目前的社会中，消费不仅仅是一种生存的需要，而且也是一种自我存在的反映，它具有明确的文化意义、社会意义以及符号意义。在消费社会中，社会化的消费者出现了对于自我认同的回归，他们不再满足于消费全球相同的产品；不同国度或文化背景下的消费者对于消费的理解具有差异性。对于企业而言，向东道国提供产品的营销过程，也是将产品或营销刺激作为一种文化载体向东道国文化介入的过程；在这个过程中，企业要充分考虑不同国度消费行为的差异性。一旦企业忽视了上述差异，国际营销活动必然会失败。
禁忌作为一个文化人类学的概念、社会规则，它是标志文化差异的基本范畴。它影响着一个文化背景下的价值观和行为规范，约束着人们的思想和行为。禁忌对于国际营销影响是通过对于东道国消费者消费行为的影响进行的。
禁忌作为一个社会规则，对于国际营销的影响非常广泛，表现在国际营销过程的各个方面。因而对于以上问题的分析有助于企业理解跨文化营销过程中东道国市场消费观念及消费规范，以及了解消费者之间的互动；这是形成了产品决策和传播决策的基础。【1】
关键词： 禁忌 ， 国际营销， 跨文化消费行为 ，营销战略
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Abstract
In the process of international marketing (IM), it is a universal problem that taboo as a cultural issue causes failures of IM practice. Phenomenon is the clue of essence. The essence of IM is a cross-culture marketing activity. At present, consumption fulfills not just consumer’s basic need, but acts as a reflection of a consumer’s self-existence, it has clear cultural, social and symbolic meanings. In the context of the global consumption, consumers appear to regress their own self-identities, they are not satisfied with consuming the same product of the same style throughout the global market. Consumers in different county or culture have different need for consumption. In the standpoint of an enterprise in the process of IM, supplying products to the host country market is just as a process of supplying the 'cultural carrier' reflecting their own culture for the consumers. In this process, if enterprises ignore the difference between the different countries, it will fail undoubtedly.
Taboo acts as a cultural and anthropologic concept and social rule, and also is the indication of culture difference. It influence people’s value and behavior criterion, restrain people’s thought and action, in this point, different countries have different cultures. Taboo influence IM through influence consumer behavior of the host countries. Consumer behavior of a host country market has three levels: individual, group, and whole market behavior.
Taboo as a social rule, influence the whole process of IM, such as consumer need, market segmentation, product, price and place, ads and promotion and etc. So it is necessary for an enterprise to analyze these issues, it helps to understand value and consumption criterion of consumers and the mode of communication between consumers target market.
Keyword： Taboo ，international marketing ，cross-culture consumer
behavior ，marketing strategy
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目 录
第一章 绪论 .................................................................................................................................... 1 第二章 禁忌的定义和性质 ............................................................................................................. 2 一、禁忌的定义 .............................................................................................................................. 2 二、禁忌的性质 .............................................................................................................................. 3 （一）心理和行为的“禁区” ............................................................................................................ 3 （二）动机不明确........................................................................................................................... 3 （三）内在性 .................................................................................................................................. 3 （四）价值取向 .............................................................................................................................. 4 第三章 文化因素分析国际市场营销中的禁忌 ............................................................................. 4 一、文化环境是影响国际营销的核心因素 ................................................................................... 4 （一）文化渗透于营销活动的各个方面 ....................................................................................... 4 （二）国际营销者的活动构成文化的一个组成部分 ................................................................... 4 （三）市场营销成果的好坏受文化的裁判 ................................................................................... 4 二、国际营销禁忌中的文化渗透 ................................................................................................... 5 （一）物质文化 .............................................................................................................................. 5 （二）社会制度 .............................................................................................................................. 5 （三）信仰体系及相关的权力结构 ............................................................................................... 5 （四）美学 ...................................................................................................................................... 5 （五）语言 ...................................................................................................................................... 6 第四章 从社会的角度分析国际市场营销禁忌 ............................................................................. 7 一、文化与商业习惯的关系 ................................................................................................... 7 二、企业经营结构........................................................................................................................... 7 （一）企业规模 .............................................................................................................................. 8 （二）企业所有制........................................................................................................................... 9 （三）企业权力结构....................................................................................................................... 9 三、做生意的方式 ................................................................................................................... 9 （一）接触层次 .............................................................................................................................. 9 （二）交流方式 .............................................................................................................................. 9 （三）礼节与效率......................................................................................................................... 10 （四）谈判重点 ............................................................................................................................ 10 （五）企业道德 ............................................................................................................................ 10 第五章 禁忌对于国际营销的作用机制 ....................................................................................... 11 一、禁忌的作用 ............................................................................................................................ 12 （一）禁忌影响着国际市场消费者的需求 ................................................................................. 12 （二）禁忌是进行国际市场细分的有力工具 ............................................................................. 12 （三）禁忌影响国际营销中产品和服务定位 ............................................................................. 13 第六章 总结 .................................................................................................................................. 13 致谢 ................................................................................................................................................ 14 参考文献 ........................................................................................................................................ 15
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