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摘要：留学生论文 Today's global economic integration is the irresistible historical trend. The international investment and international trade make the competition for international market become increasingly competitive. Both developed and developing countries, in the process of obtaining the national economic growth and development, regard themselves in close contact among the international economy, participation in international division of labor, and join the international market (Amiti & Wakelin, 2003).

of the issue on cross-cultural marketing culture. It is https://www.51lunwen.org/marketing/ important that Levitt (1983) proposed the standardization of global marketing proposition of this theory. In his view, international business company has transferred the focus of business custom-made items to the right products provided to the world, and these products are with advanced, practical, reliable and low-cost features. Consumption is diverse, the world is composed of a market, the market includes those of consumer groups, according to this view, the market is not only the original consumer group, but a new world of heterogeneous consumer. Cross-cultural marketing with the global economy integration is becoming increasingly important (Shoham, 1996). In the 21 century, cross-cultural marketing has become the focus of attention by the multinational enterprises and theorists. Only successfully going beyond the difference between cultures, business will be successful in a new market.
World's top ten cosmetics companies include L'Oreal Group, P & G Group, Estee Lauder Group, Shiseido Group, Unilever Group, LVMH Group, Chanel Group, South Korea Amore Pacific Group, LG Group, and Kanebo Group. These companies in general have relatively long history, they are through continuous mergers and acquisitions, restructuring the host brand to go the road of multinational operations, by the use of host country sales channels integrate the host culture, and continue to inject new vitality to these companies. But not every decision making are successful, if not enough on the host country market research or marketing strategy ignores the differences between different cultures, the cases of failure will be many. In 2004, L'Oreal spent several hundred million yuan for acquisition of Mininurse, to now, this merger & acquisition proves to be a failure. P & G spent one billion yuan to promote the bath product Zest, to stop delisting and leave the Chinese market, because of its advertising appeals in advance. Similar to the "new and exciting experience" of the bath concept is not generally accepted by the consumers, this is because at present the majority of Chinese consumers still stop in the concept of bathing clean sterilization level.

2 Aim & objectives
3 Theoretical underpinning
4 Methodology
5 Timetable
6 Resources
7 Ethical considerations

References
Amiti, M & Wakelin, K 2003, ‘Investment liberalization and investment trade’, Journal of International Economics, vol.61, iss.1, pp.101-126.
Bhalla, G 1987, ‘Cross-cultural marketing research: A discussion of equivalence issues and measurement strategies’, Psychology and Marketing.
Bryman, A & Bell, E 2003, Business research methods, Oxford University Press.
Griffin, T 1993, International Marketing Communications, Butterworth-Heinemann, Oxford.
Guieford, JP 1965, Fundamental statistics in psychology and education, 4th ed., McGram-Hill, New York.
Hair, JF, Anderson, RE, Tatham, RL & Black, WC 1998, Multivariate data analysis with readings, Prentice Hall.
Herbig, PA 1998, Handbook of cross-cultural marketing, Library of Congress Cataloging-in-Publication Data.
Hollensen, S 2007, Global marketing: a decision-oriented approach, Prentice Hall.
Kotler, P 2003, A framework for marketing management, Prentice-Hall, New Jersey.
Levitt, T 1983, ‘The Globalization of Markets’, Harvard Business Review (May本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。