國際大型活動背景下的跨文化營銷

摘要：市場調研是營銷人員與客戶和公眾雙向傳遞并獲取信息的最好方式。在跨文化背景下，市場營銷專員需要對活動在舉辦地的限定條件有十分清晰的了解，需要對活動所引起的全球化的商業行為有全新的認識，同時由于大型活動涉及地域范圍較廣，因此進入新的市場難免會產生不適，并要求其做好對潛在的暗藏著的新的競爭對手的充足準備。

關鍵詞：國際 大型活動 跨文化 營銷

Catalogue:

1. Situations of cross-culture marketing of international mega events

1.1. Colorful elements of national characters

1.2. Diversity of communication

1.3. Multifaceted aspects of religion， belief and values

1.4. Differences of aesthetics and diets

2. Definition of cross-culture marketing of international mega events

3. Strategy of cross-culture marketing of international mega events

3.1. Marketing research

3.2. Propaganda and communication

4.Conclusion

Introduction:

With the development of globalization， participation degree is enhanced. Under these circumstances， how to strengthen market concentration and coordination in the international mega events is vital， because it requires us differentiate market area. On top of this， it requests us that we should set strategy on basis of different situation. In that case， we can enhance the influence of such mega events.

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1.Situations of cross-culture marketing of international mega events

As we know， international mega events involves a lot of stakeholders， including organizers， associations， sponsors， participants and governments， which forms the related industrial chains ——tourism， transportation， accommodation and catering. Besides this， because of the accelerated international trade， different cultures are integrated， which include knowledge， belief， art， ethics， laws， custom， ideology and life style.

1.1. colorful elements of national characters

In 2010 shanghai world expo， 240 countries and areas participated in this mega event whose pavilion is full of different countries’ culture atmosphere. For example， volunteers who are from Africa wearing the African national costumes， will picture the beautiful tribe patterns for attendees. In Korean pavilion， you will feel excited about hot music and VCR about Korean idol stars. In Germany Pavilion， you can experience the rigorous atmosphere of this industrial country; In France Pavilion， you can see the world-class paintings and sculptures， besides that you can taste French pastries and red wine; In US Pavilion， you can see “people Wall”， which represents Chinese-Americans life， and “Garden”， which represents American spirit——liberty and revolution. In conclusion， we have to say that expo provides a cross-culture platform， which shows connotation and marrow of one country and each pavilion is an excellent stage to spread each country’s culture.

1.2. diversity of communication

Not only spell， grammar， semantics， rhyme and morphology can reflect diversity of communication， but also the way of communication， such as gesture and touch can show variety of communication.

In 2012， there’s a Spring Festival Gala Evening for over 400 ambassadors， who come from different countries. In that case， the key point of this gala evening is communication. In order to decrease the language barrier， organizers do some language research， under which circumstance， they can arrange these ambassadors who speak the similar language sitting together.

Under mega events， it’s not enough to be able to speak foreign language， the style if communication is vital when negotiate with customers. For instance， American customers are found of getting down to business ，so we should accept the direct ways to express logical thinking and use the hard-selling approach to attract American customers attending events. However， when we negotiate with Japanese customers， we should not adopt the direct way because Japanese customers are introverted and they tend not to express their inner-heart thinking outside.

In conclusion， at the pre-events period of time， we should do some research on customers， who come from different language culture environment， and define them， under which circumstance， we can guarantee every communication process goes on wheels.

1.3. multifaceted aspects of religion， belief and values

Religion is the source of social belief and values， which will directly or indirectly affect different marketing strategy of mega events. Many subcultures originally are mot in the mainstream. However， with the fusion of different cultures， these subcultures have disseminated into the mainstream and affected mainstream culture’s development.

The world gay parade of New Delhi， India， challenges tradition of India， the country believes in traditional Hinduism. There are a lot of logos in these events， for example “don’t hide yourself， go into the street”， “we want to free”. Even there’s a father， who carries his child， shout his slogan. We can say that all related with religion， belief and values are subverted in this event. Though these people’s life style haven’t yet accepted by society， they still have rights to experience life ，in that case， we can say holding such event is a way to show our respect for them. In the long run， we should know how to melt with different people’s different values and make events get its deserved values. On top of this， reflecting great love and equal human rights is a big challenge for our marketing strategy.

1.4. differences of aesthetics and diets

People often hold different versions towards beauty， and they have different opinions towards diets. Besides， people have different sense to vision， hearing and smell. So we should know about our target customers， analyze their preference and set marketing strategy to cater to them.

Colors can be the most direct element in aesthetic preference. If we cannot differentiate people’s perception towards colors， we would meet with a lot of troubles. Imagine we hold Hari Raya in Jerusalem， if we use purple plates to place foods， it would be recognized taboo. As we all know， purple represents demise. Also， we should be focused on different people’s dieting habits. In a lot of events， we can see Muslims’ canteen， western restaurants， and fast food chains， which can be seen as the indispensable element in the mega events.

2.definition of cross-culture marketing of international mega events

My understanding towards international mega event is that under the background of international mega events， marketing staff can rapidly response to the variation of multi-culture market， which is resulted from different culture’s convergence and conflicts. In that case， marketing staff should know how to deliver values of events to the stakeholders and make “win-win” become true.

Because in the mega events， we will meet with attendees， who have different culture background. You will see Malay women wears black clothes to wrap up whole body no matter in the hot summer， during the 2008 Beijing Olympic Games. In conclusion， there are a lot of frictions between different cultures. So when we treat with this conflict， there are several ways for us to choose: overlook other choice， drop out our own perspective and compromise. So our marketing staff should respect for 3R principles: Recognition， Respect and Reconcile. In that case， we can meet with our customers’ needs and set our marketing strategy.

3. strategy of cross-culture marketing of international mega events

3.1. Marketing research

As we all know marketing research is the best way to reciprocally transmit information between organizers and customers. In that case， we should do our research step by step.

3.1.1. Know about clear objects and identify information elements.

3.1.2. Set fresh research standard.

3.1.3. Compare selected individual unit

3.1.4. Assess research values.

3.1.5. Set research program

3.1.6. Anlyze information and submit research report

3.2. propaganda and communication

3.2.1. Promotion

We can rely on all kinds of media， for instance， TV， radio， newspaper and internet to make our international mega events well known. And we should focus on different area’s special culture atmosphere， using which to make promotion much more native and entertainment.

3.2.2. Public relation strategy

We should keep a good relationship with our customers to maintain our event’s image and promote our event’s brand. During the events， we should know about the host city’s custom and traditions and be aware of the non-language communication， which can be penetrated into the social concepts. So we should cooperate with media to hold promotion program as to expand our influence.

4.Conclusion: with the investment of international commercialization， holding international mega events has become an tendency. In such event， we should meet with a lot people from different countries， who have different culture background. Because of the enormous business opportunities， we should cater to our stakeholders’ benefits and balance such benefits. In that case， we should grasp the multi-culture market trends and find an appropriate way to boost our fame of the international mega events.

References:

[1] Richard Boyatzis

[2]Warren J Keegan; Mark C Green

[3]Fons Trompenaars;Peter Williams

[4]Wei Wang， Shi Fu

[5]Zhixin Li

[6]Jun Hu

[7]Hongyan Chen

[8]Yuan Lu

[9]Ning Liu

[10]Mansha Lu