Improving the Cross-Cultural Marketing Strategy of Chinese Atomobile Industry : Case Company:BMW
Jiang, Xinyue (2018)
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‘Cross-cultural marketing refers to marketing activities conducted by companies in two or more different cultural environments.’ This marketing campaign emphasiz-es to manage the parties who have different cultural backgrounds and aim for reaching a transaction. Cross-cultural marketing requires companies to design or-ganizational structures and company management mechanisms which are based on different forms of cultural atmosphere. This can help to maximize their cross-cultural marketing capabilities. This thesis discusses whether multinational corpo-rations should adopt a global standardization strategy or a localization strategy in the process of transactional operations, especially through the background of eco-nomic globalization. According to the 4Ps theory, this thesis analyses the cross-cultural environment of BMW's company in China and studies how BMW's mar-keting strategy is implemented in China. It concluded that the marketing activities of multinational companies should be based on their global marketing strategies and the Chinese culture. Based on the combination, what strives to adapt to the culture of the Chinese market, attract consumers, and establish consumers’ loyalty and satisfaction.