تحقیق در مورد استراتژی بازاریابی میان فرهنگی شرکت های گردشگری چین

Subprime mortgage crisis made the world's tourism industry suffer a heavy blow. How to recover from the subprime mortgage crisis is an important issue for China's tourism enterprises to be considered. Cultural factors have great influence on tourism businesses entering the international market, so how to succeed in cross-cultural marketing is the key to China's tourism enterprises. This article focuses on cross-cultural attributes of tourism, the meaning and impact of cross-cultural marketing, the motives and advantages of cross-cultural marketing and points out the problems, such as communication barriers and cultural conflicts and so on. For the problems, we give the corresponding cross-cultural marketing strategies. In cross-cultural marketing, tourism enterprises in China should address the different geographical culture differences; focus on cultural adaptation; establish an open, inclusive corporate culture; implement diverse cultural mix of marketing so as to expand the development space for China's tourism industry.

Subprime mortgage crisis made the world’s tourism industry suffer a heavy blow. China’s tourism industry as the major third industry is no exception. After the subprime mortgage crisis, world’s economies are in recovery, China’s tourism enterprises are also urgently seeking the ways to get back to the status of the tourism industry. With global economic integration, people among countries contact more and more frequently, but the cultures of the countries will not suddenly disappear because of the frequent contact. So cross-cultural marketing strategies are the key to China’s tourism enterprises succeed in the international competition.

After subprime mortgage crisis, China’s tourism industry ushers in a new challenge. Economic recovery have emerged in the international economy, the Chinese tourism enterprises should seize the opportunity, find best meeting point between national culture and the international multi-culture, use scientific and reasonable cross-cultural marketing strategies to develop tourism products that they have both local and international characteristics, so that restore the international status of China’s tourism industry and expand development space of China’s tourism enterprises in international market.