Abstract

Diverse consumption behaviors and customs of people living in different cultures exert great influence on the marketing activities, especially for international marketing. Therefore, cultural factors play an important role in the companies’ international marketing activities, and companies should have sharp cultural awareness and attach importance to cultural factors when they do business internationally. With China’s accession into WTO, more and more Chinese companies will go global, and conduct the international marketing. Those Chinese companies will inevitably face cultural conflicts. This thesis intends to study the cultural conflicts that Chinese companies face in their marketing activities abroad, and puts forward some constructive opinions on how to understand and deal with intercultural marketing problems; also, it generalizes some countermeasures.

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