文化距离视角下中国跨国公司的全球适应性战略

摘要

随着中国跨国公司“走出去”步伐的加快，其在海外经营过程中遇到的由于文化差异性所导致的经营问题日益增多。文化因素成为促使中国跨国公司根据不同东道国市场特征实施全球营销适应性战略的重要原因。本文将文化距离的概念与全球营销适应性战略相结合，运用Hofstede （1980）、 Schwartz （1994）、 House （2004）的客观测量方法和管理感知的主观测量方法对文化距离进行测量，并且检验了文化距离对于价格适应性、产品适应性、促销适应性和渠道适应性四种全球营销战略的影响，以期为中国跨国公司更好地进行海外扩张提供理论参考。%With the accelerating of pace of“going out”, the problem of business operation caused by cultural differences encountered by Chinese multinational corporation overseas becomes numerous.Cultural factor is the decisive factor in the implementation of global marketing adaptive strategy by Chinese multinational corporation in the overseas market.This paper combines the concept of culture distance and global marketing adaptive strategy, and uses the objective measure-ment methods such as Hofstede (1980), Schwartz (1994), House (2004) and the subjective method such as man-agement awareness to measure the culture distance.This paper also tests the effect of culture distance on price adaptabili-ty strategy, product adaptability strategy, promotion adaptability strategy and channel adaptability strategy.On the basis, this paper provides theoretical guidance for the global expansion of Chinese multinational corporation.