4。2 The influence of the body language。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。10

4。3 The influence of the values 。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。10

4。4 The influence of the ways of thinking 。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。11

4。5 The influence of the moral standard 。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。。13

5。 Conclusion。。14

Works Cited。。。15

1。 Introduction 

“Foreign things and domestic things no longer have boundaries - the world economy, the world environment, the World AIDS crisis and the world arms race, which affect all of us。”said by William Jefferson Clinton when he became the president in 1993(Samovar 3)。 Nowadays, globalization has become the trend of the times, it affects people's work, study and life。 The globalization of the economy makes the transnational management of enterprises become an inevitable trend。 In the era of globalization, the business boundary of the enterprise has gradually shifted from the past domestic field to the global scope。 In international marketing, cultural environment is a vital but easily ignored factor。 However, people in different cultural backgrounds have differences in language, nonverbal behavior ,ways of thinking ,the moral standard,religion, values and social etiquette。 And cultural difference often turns to be an invisible block in corporation’s cross-border operation。 Therefore, in the international marketing activities, we must pay attention to the influence of various cultural environment factors and the establishment of the cross-cultural awareness in the international marketing。 Correspondingly, marketing is bound to face the internal and external environmental factors which are different from what in the previous domestic marketing。 Among many environmental factors, cultural factors have gained more and more attention from scholars and management practitioners。 Frequent cross-border transactions in the world is one of the prominent features of today's marketing。 In face of this feature, the marketing personnel must correctly deal with how to solve the cross-cultural issues in the international marketing。 A consensus is that: in order to effectively use the opportunities of globalization and deal with the challenges of international marketing, marketing personnel should pay adequate attention to cross-cultural factors, and do a good job in cross-cultural communication and cross-cultural management。 International marketing means there must be cultural conflicts and communication。 Cross-cultural marketing requires marketers have certain cross-cultural awareness to achieve cross-cultural communication。 At the same time, the company also need to achieve cross cultural management。 In international marketing, a cross-cultural marketing personnel is very important, and ,having a strong sensitivity to culture, you can discover cultural differences on time, then you can make cross-cultural communication, which can avoid many conflicts and errors。 In international marketing, it is necessary to know and understand the culture of the target market if you want to make the international marketing successfully。 If the enterprise wants to make a long-term international marketing, cross-cultural management is very important, and managers need to pay attention to and understand the knowledge of the theory and practice of cross-cultural management , and on this basis obtain and enhance the cross-cultural management skills。 Paying attention to cross-cultural factors, doing a full market research to the culture of the target market, effective cross-cultural communication and effective cross cultural management are essential for successful cross cultural marketing。 Cultural intervention should be carried out together with the cultural adaptation。来*自-优=尔,论:文+网www.chuibin.com