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Question

国际营销活动中，文化环境是极其重要而又容易被忽视的因素，文化差异往往成为国际贸易的无形壁垒。随着世界经济国际化的趋势，企业营销管理人员跨地区、跨国家之间的沟通越来越重要而频繁。由于不同地区、不同国家之间存在语言、教育、行为举止、价值观念和社会组织等方面的文化差异，因而在具体的营销沟通中不同程度存在理解与融合的障碍。
快速消费品（FMCG）是我们目前市场上竞争比较激烈的产品, 像白酒、牛奶、葡萄酒、食用油、香烟、方便面、饮料、包装水、饼干等。对很多人来说，相对于耐用消费品，相对于地产和健康护理市场产品，FMCG是一个独特的相对完整和富有特征的领域，它的营销、它的通路、它的广告和公关都呈现不同的特色。它不仅是一类产品的总和，也成为一种营销和沟通方法的总和。
快速消费品行业的销售覆盖度远远超过其他行业，因此其面对的文化差异也更加多样，差异也更加的大。许多有实力的快消公司在国际营销中失利，或者在某个地区的失败，其主要原因不在于资本和技术，而是缺乏对当地文化的理解，忽视了文化差异对营销的影响。
本文第一部分写跨文化融合对国际营销的影响分析；第二部分写快速消费品国际营销现状分析；第三部分写跨文化融合对快速消费品国际营销的影响；第四部分写跨文化融合对快速消费品行业国际营销带来的机遇与挑战；第五部分写对于快速消费品行业国际营销的建议与对策。基于本文的研究，得出的结论是：文化对于快速消费品行业国际营销至关重要，它制约了许多快速消费品企业的发展，这对快速消费品行业提出了新的要求和新的挑战。然而，文化在某种程度上带给快速消费品行业的并不是单纯的限制更多的是指导。只有不断地深入了解文化差异，并将之融入产品的市场策略，不断进行营销创新才能使产品得到广泛认同。

Answer 1

　　Cultural environment is extremely important and the factor , culture differences easy to be ignored sometimes become intangible international trade barrier as well in international marketing activity. With world economy internationalization trend, the enterprise Marketing Management personnel is trans-regional , communicating with between striding over the country grows in importance but frequently. Since being unlike area , diversity, between the country, existence there exists make of and the obstacle fusing in language , education , behavior habit , values and different in waiting for the aspect culture differences , communicating with as a result in concrete camp pin degree of Kultur.
　　The speedy consumer goods (FMCG) is that we compete for the comparatively fierce product at present on the marketplace , resemble liquor , milk , wine , edible oil , cigarette , instant noodles , drink , package water , biscuit etc.Come to say relative to the durable consumer goods to many person, FMCG is a unique relatively entire and rich characteristic field relative to landed estate and the healthy nursing marketplace product,both its camp pin , its passage , its advertisement and public relation display the different characteristic. It is a kind of the product sum not only , also, becomes one kind of camp pin and links the method sum up.
　　Fleetness consumer goods industry marketing coverage degree far exceeds other industries , the culture differences that the person faces therefore is also especially various, difference also especially big. Or many have the strength quickness to eliminate a company giving ground in international marketing, failure in some's area, whose main cause lies in capital and the technology, has not but is to be short of the make of to local culture , has ignored an impact of culture differences over camp pin.
　　Part I writes the main body of a book striding over culture fusing to the international marketing effect analysis; Part II write speedy consumer goods international marketing current situation analytical; Part III writes striding over culture fusing to speedy consumer goods international marketing effect; Part IV writes striding over culture blending with challenge to the opportunity that speedy consumer goods industry international marketing brings about; Part V writes to speedy consumer goods industry international marketing suggestion and countermeasure. The main body of a book-based research , the conclusion reaching are: Culture international marketing has been all-important to speedy consumer goods industry , it has restricted development of a lot of speedy consumer goods enterprise , this has brought forward the new request and new challenges to speedy consumer goods industry. But, culture on some species degree bring to speedy consumer goods industry's being really not that simple restricting is more is to guide. And only when knowing culture differences unceasingly in depth, the marketplace tactics melting to enter a product of will, that the camp who is in progress ceaselessly sells innovative ability makes a product get broad acception.

Answer 2

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