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论文题目：international marketing
论文语言：English
论文专业：international marketing
字数：3000+12000
学校国家：U.K.
是否有数据处理要求：否
您的学校：排名20左右学校 newcastle university
论文用于：Master Research Proposal 硕士开题报告

Research Proposal

An Investigation into Cross-Cultural Marketing of Cosmetics Companies - A Case Study of L'Oreal

1 Research background

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). While at the same time of economic integration, with trade between countries, the national culture formed the trends of gradual integration, but it is undeniable that, despite the global economic integration can be achieved, but can not achieve the integration of global culture. Because the culture in different countries and nations is subject to various countries and regions with the nation's natural history of growth and development, the impact is different to different countries and nations. Under these conditions, market economy competition has directly upgraded from the specific products and services competition to the fight in the overall strength and core competitiveness, and to evaluate whether a company has core competitiveness, the key is to look at whether a company has outstanding marketing ability. The track of global marketing is gradual transition from product marketing, concept of marketing, brand marketing, cultural marketing to the path of cross-cultural marketing (Hollensen, 2007).
Cross-cultural marketing research emerged https://www.51lunwen.org/mba/2007/0101/1523487527.html in the 50s of last century. In the 60s of marketing theory forming period, the more prominent theory of cultural issues is Lacer lifestyle theory, he pointed out that marketing practitioners should pay attention to the impact of lifestyle on the purchaser; the other is Howard and Shenth of consumer behavior theory: They from the psychological point of view studied the impact of cultural factors on learning, decision-making behavior of the buying process; also applied a number of factors relating to culture theory to marketing research and practice. In the 70s, the society represented by Kotler integrated the culture with marketing together and suggested that marketing is a social activity, making the marketing into the social era. At the same time, it led out more depth analysis of the advertising culture and brand image. In quite a long time, whether marketing or strategic management theories only regarded the culture as one part of environmental factors and did not pay particular attention. Also in 1970’s, the differentiated marketing is produced in the practices of marketing, because the buying motives taken by different cultural groups are not the same as consumer behavior, cross-cultural marketing gradually walks into the people's attention. Cultural difference between countries is an important reason for the enterprise in the marketing process for the differentiated marketing. The 80s is the era of globalization of marketing, which can really raise awareness of global marketing and the importance 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。