study-on-the-cultural-adaptation-in-international-

32.

32.

292.Advertising.on.o.marketin.mi.i.internationa.marketing.Marketin.mi.i.th.integratio.o.th.method.use.t.marke.th.produc.o.service.Lik.th.promotiona.mix.An.Th.combinatio.o.method.th.manage.choose.i.calle.th.promotiona.mix.”Lvancerich.Joh.M.1983:

292.Promotio.include.advertising.persona.selling.sale.promotion.direc.marketing.an.publi.relation.an.publicity....Branding.packagin.anJabelin.ar.differen.procedure.i.advertisin..product.an.advertisin.i.though.t.b.th.mos.difficul.t.standardize.an.adapte.t.foreig.markets..Ther.ar.mandator.produc.adaptio.an.discretionar.produc.adaption.‘Mandator.adaptio.refer.t.situation.i.whic.th.internationa.fir.adapt.it.product.becaus.i.literall.ha.n.othe.choic.tha.t.d.so..Li.th.kin.o.adaptatio.whe.marketer.mee.th.technica.difference.o.governmenta.restrictions.Discretionar.produc.adaptio.i.closel.relate.t.busines.customs.an.th.consumptio.patter.o.consumers.incom.group.purchas.purpose.an.psychosocia.characteristic.o.consumer.ar.t.b.studie.befor.designin.o.marketin..product.Everythin..busines.say.o.print.wil.communicat.informatio.abou.th.busines.t.th.potentia.customers.Fo.example..sales-assistan.i..sho.i.slo.t.respon.t.custome.question.ma.sho.tha.thi.custome.ha.bette.sho.i.othe.place.However.w.ar.t.communicat.positiv.message.t.peopLabou.th.businesse.an.products.An.thes.communication.ar.calle.advertisements.Da.Moynihan.Brai.Titley.2000:

177.Whil.th.producer.o.manufacture.ma.tr.t.collec.message.o.feedbac.fro.potentia.consumer.throug.variou.ways.An.th.audienc.ma.als.gathe.informatio.abou..produc.o.servic.for.friends.college.o.relations.S.advertisin.i..kin.o.bilatera.communication.

3.2The Influenceof CulturalDifferences onAdvertisingHow toadvertise aproduct inglobal marketin theadvertising processand communicateeffectivethe messagesexpected Brandis onecommunication inadvertising,whether tocreateone brandname forglobal useor differentbands forvarious targetmarketsu.bran.i.an.name.term.sign.symbol.o.design-o.combinatio.o.these-intende.t.differentiat.th.good.o.service.o.on.selle.fro.thos.o.another..Barbar.Mueller.l998:34Th.othe.relate.on.i.trademark.trademark..bran.o.par.o..bran.tha.i.give.lega.protection..Fro.th.consumer.poin.o.view.th.trademark.hel.t.kno.th.origi.o.th.produc.an.ar.th.guarante.o.quality.Bran.confusio.i.advertisin.i..proble.cause.b.failur.i.communication.Th.intemationa.markete.decid.whethe.t.promot..singl.produc.bran.a.h.globa.bran.o.t.us.differen.brand.fo.differen.region.an.individua.markets.Bran.name.ar.mad.t.sui.th.tast.o.targe.audience.an.th.singl.bran.i.gettin.mor.an.mor.popular.Li.les.costLt.desig..singl.brand.T.avoi.th.proble.o.bran.confusion.singl.bran.name.caus.les.communicatio.problem.Th.translatio.o.produc.name.usag.an.functio.i.advertisin.i.anothe.communicatio.problem.Th.communicatio.breakdow.happen.a.marketin.product.globally.Example.ar.translatin.produc.bran.nam.fo.particula.foreig.market.whil.considerin.muc.o.loca.cultur.an.ignorin.tha.o.targe.marke.caus.lot.o.errors.Li.necessar.t.tak.clos.loo.a.th.meanin.o.wordin.fo.othe.culture.especialLavoi.translatin.int.slan.o.derogator.meanin.o..word.whic.i.contradictor.t.thei.valu.systems.beliefs.o.consumptio.pattern.Look atthe examplesfailing incross-cultural translation:Electrolux..Scandinavia,vacua,cleane.maker.though.nothin,o.us in.th.sam.advertisin.ta.lm.i.th.Unite.State.tha.me.wit.grea.succes.i.Britain.Unfortunately.“Nothin.suck.lik.a.Electrolux,ha.,ver.differen.meanin.i.Americ.tha.i.di A.Britain.IAmerica.th.wor.asuck.L.slan.fo.lousy..“Whe.Genera.Motor.introduce.th.Chev.Nov.i.Sout.America.i.wa.apparentl.an awar.tha.nova.mean.ai.won.go.i.Spanish.Afte.th.compan.figure.ou.wh.i.wasn.sellin.an.cars.i.r ename.th.ca.i.it.Spanis.market,t.th.Caribbean..aTh.For.Moto.Compan.ha..simila.proble.whe.it.pinto-.bi.selle.Lth.States-faile.t.mak.a.impac.i.Portuguese-speakin.Brazil,th.reason.pint.wa.loca.slan.fo.“tin.mal.genitals”.For.prie.al.th.nameplate.of.an.substitute.Cored,whic.mea n.horse...a.translatio.erro.i.Ital.lef.th.Britis.compan.Schweppe.highl.embarrassed.A.a.campaig.fo.i.Toni.Wate.wa.someho.translate.i.thei.Schweppe.Toile.Water..When Pepsistarted marketingits productsin Taiwan,the slogan,“Pepsi BringsyouBack toLife9literally translatedinto PepsiBrings YourAncestors Backfrom theBrave99obviously amarketing claimthat couldnot besubstantiated.MaHunt-Wesson introducedits BigJohn productsin FrenchCanada asGros Josbeforefinding outthat thephrase,in slang,means“big breast”,which waslaughed offthe shelves.（帅建林,）2003:18Li.als.noticeabl.tha.th.wor.mean.differentl.fro.languag.

1.language.an.th.sam.languag.ca.als.b.spoke.i..numbe.o.differen.countries.Englis.i.spoke.i.th.Unite.States.England.Canada.Spanis.i.spoke.i.Spain.Mexico.differen.word.ar.use.fo.th.sam.thing.an.th.sam.word.hav.differen.meanings.T.minimiz.fals.translatio.an.communicatio.breakdown.ther.i.on.solutio.t.goo.translatio.i.advertising.Th.techniqu.i.findin.translatio.error.i.calle.back-translation.I.back-translation.on.i.responsibl.fo.th.initia.translatio.o.th.message..secon.individua.the.translate.th.messag.bac.int.th.origina.language.Lth.messag.doe.no.translat.back.it.likel.tha.ther.i..translatio.problem.WhiL.nativ.translato.d.th.back-translatio.wil.heL.lot.bu.ther.ar.als.sorn.term.tha.ca.no.b.translate.i.advertising.Excep.branding.packagin.an.labelin.decision.ar.als.mad.t.th.customers.preference.Lproduc.packagin.an.labeling.th.specia.meanin.o.busines.custom.a.color.number.anima.picture.an.s.o.ar.culturall.concerned...Governmenta.restriction.ar.th.politica.factor.t.packaging.Lpackaging.ther.ma.b.on.o.mor.languag.fo.readin.an.understanding.EspecialLi.makin.decisions.th.labe.mus.b.writte.i..languag.tha.loca.consumer.wil.understand.an.thi.mean.differen.label.fo.differen.markets.Whil.Marketer.ma.attemp.t.us.multilingua.labels.fo.product.sol.i.th.Europea.Union.label.migh.b.printe.i.German.French.an.Italian.I.som.instances.bilingua.languag.i.legal.I.Canada.product.mus.carr.informatio.i.bot.Englis.an.French.Becaus.o.th.comple.cultura.differences.al.th.message.containe.i.advertising.

1.th.brand.packaging.labelin.shoul.b.giv.stud.befor.goin.t.globa.markets.Researche.shoul.b.o.who.th.advertisin.shoul.b.targete.t.an.wha.th.conten.o.th.messag.shoul.be.whethe.th.messag.appeal.t.th.correc.audienc.t.me.advertisin.objective.l.orde.t.ge.bette.understanding.cultur.element.can.b.ignored.Advertisin.i.a.effectiv.mean.o.gettin.th.attentio.o.th.targe.audienc.an.communicat.th.produc.information.an.th.targe.market.feature.ar.t.b.studie.befor.makin.branding.packagin.o.labelin.decisions.IVeTh.Cultur.Adaptatio.i.IM.Technolog.an.Busines.TravelingWh.i.i.difficul.t.carr.o.internationa.marketin.strategy.t.se.asid.th.cultur.factors.communicatio.problems.social.economi.o.politica.change.th.answe.t.i.i.tha.cultur.i.changeable.Especiall.i.th.21s.century.wit.th.fas.scientifi.an.technologica.developmentpeople,.view.o.lif.als.change.Th.value.o.customer.

1.foreig.market.change.an.thei.consumptio.pattern.ar.no.th.same.Ho.t.catc.u.th.spee.o.chang.an.respon.t.thei.ne.need.an.idea.ar.importan.i.th.globa.busines.today.4J IMCTechnologyTh.markete.ha.ver.littl.contro.ove.muc.o.th.informatio.an.dat.consume.receives.s.marketer.ar.t.develo.som.sor.o.contro.ove.th.communicatio.wit.customers.Durin.th.1980s.man.companie.cam.t.searc.fo..mor.strategi.integratio.o.thei.promotiona.tools.Thes.firm.move.towar.th.proces.o.integrate.marketin.communication.IMC.“whic.involve.coordinatio.th.variou.promotiona.element.an.othe.marketin.activitie.tha.communicat.wiL.firm.customers..Georg.E.Belch.

1998.

9.Another definitionis“a cross-functional processfor creatingand nourishingprofitablerelationships withcustomers andother stakeholdersby strategicallycontrolling orinfluencingall messagessent tothese groupsand encouragingdata-driven,purposefuldialogue withthem.”Tom Duncan,2002:18Th.America.Associatio.o.Advertisin.Agencie.define.IM.a..concep.o.marketin.communication.plannin.tha.recognize.th.ad.valu.o..comprehensiv.pla.tha.evaluate.th.strategi.role.o..variet.o.communicatio.disciplines..Barbar.Mueller.l998:

62.Tha.i..managemen.concep.designe.t.mak.al.aspect.o.marketin.communicatio.suc.a.advertising.sale.promotion.publi.relations.an.direc.marketin.wor.togethe.a..unifie.force.rathe.tha.permittin.eac.t.wor.i.isolation.Th.IM.program.ar..ne.expressio.o.thought.i.applie.th.concept.o.consistency.clarity.an.continuit.t.wide.media.IM.program.actuall.ar..ne.expressio.o.a.ol.schoo.o.thought.Julian.Sivulka.

1998.

405.Step.i.Integrate.Marketin.syste.are.l.custome.databas.whic.i.a.essentia.elemen.t.implementin.Integrate.Marketin.tha.help.t.segmen.an.analyz.custome.buyin.habits.

2.strategie.whic.ar.insigh.fro.analysi.o.custome.dat.i.use.t.shap.marketing.sales.an.communication.strategies.

3.tactic.whic.ar.specifie.t.bes.target.th.specifi.market.onc.th.basi.strateg.i.determined.

4.evaluat.resul.mean.whe.custome.response.an.ne.informatio.abou.buyin.habit.ar.collecte.an.analyze.t.determin.th.effectivenes.o.th.strateg.an.tactics.th.las.ste.i.th.completio.o.al.an.star.again.Althoug.ther.ar.differen.way.t.handl.informatio.fro.consumers.th.developmen.o.hig.communicatio.technolog.i.speedin.u.th.flo.o.informatio.internationally.IM.manage.busines.messages.an.communicatio.technologie.heLkee.goo.contac.wit.consumer.i.globa.markets.The.mak.internationa.busines.exchang.mor.convenient.Li.abou.managin.th.variou.contact..fir.ha.wit.it.customers.becaus.thes.contact.ma.influence.consume.behavior.I.orde.t.bette.manag.thes.contacts.th.fir.trie.t.solici.response.fro.consumers.The.ma.us.telephon.calLdirec.maiLo.som.othe.form.t.kee.goo.contac.wit.th.consumer.Th.responsiv.informatio.i.the.store.i..databas.fo.marketer.t.tak.futur.adjustment.IM.technolog.i.considere.a.a.importan.communicatio.mean.i.th.worl.today.Cultura.adaptatio.i.no.a.eas.task.Keepin.sensitiv.t.th.change.an.givin.analysi.t.the.wit.advance.informatio.technolog.i.o.vita.importance.whic.ca.mak.u.awar.o.buyers.feedback!hei.idea.timely.The.marketer.ar.t.ac.according!.an.bette.adap.thei.product.t.th.need.o.glo ba.markets.

4.2Business TravelingL.researc.show.i.managers.rankin.o.factor.involve.i.acquirin.internationa.expertise.busines.trave.i.considere.critica.b.

60.

8.

0.managers.an.importan.b.

92.

0.o.the.non-busines.trave.

0.

8.an.l

2.

8.an.tha.o.trainin.program.ar.

6.

4.an.

28.

8.respectively.Michae.R.Czinkota.llkk.A.Ronkainen.Michae.H.Moffett.2000:

49.WhiLtravelin.i.foreig.country.manager.appreciat.th.specia.feature.o.th.community.An.th.sens.o.th.plac.ma.b.o.grea.inspiratio.t.busines.views.“Trave.i..wa.t.lear.abou.culture.an.lifestyle.i.othe.countries.I.als.ca.b.sourc.o.busines.inspiration..Willia.G.Nickels.Jame.M.Mchugh.Susa.M.Mchugh.2002:

67.Fo.example.Schult.i.a.internationa.businessman.Whil.travelin.i.Ital.h.cam.t.appreciat.th.specia.sens.o.communit.th.neighborhoo.coffe.an.espress.bar.whic.wer.enjoye.i.Italia.communities.Schult,wa.attracte.b.th.neighborhoo.coffe.an.espress.bar.h.visite.there.H.love.th.ambiance.th.arom.o.th.coffee.an.especiall.th.sens.o.communit.h.saw.H.wondere.wh.the.lacke.suc.grea.place.fo.gathering.th.Unite.States.Whe.h.returne.t.th.Unite.States.h.purchase.th.Starbuck.coffe.sho.i.Seattl.an.buil.i.int.a.internationa.coffe.bar.Willia.G.Nickels.Jame.M.Mchugh.Susa.M.Mchugh.2002:

67.Travelin.inspire.hi.an.h.adapte.th.specia.sens.o.Italia.communit.t.hi.country.Th.presiden.an.vic.presiden.o.marketin.i..sho.compan.travele.aroun.th.worl.t.estimat.th.marke.potentia.fo.thei.products.Whe.the.arrive.i..ver.poo.developin.country.the.notice.tha.n.on.i.thi.countr.wa.wearin.shoes.Th.fac.mean.tha.n.shoe.hav.bee.sol.i.thi.countr乌，性宏y.an.everyon.i.th.countr.i..potentia.customer..R.1995:

245.Fro.busines.o.non-busines.traveLmarketer.ma.fin.grea.opportunitie.i.potentia.foreig.marke.fo.thei.product.o.service.」,Moreover,travelin.abroa.allow,marketer fin.ne.customers,an.improv,relationship,an.co mmunicatio.wit.th.foreig.representative.an.officials.O.th.contrary.busines.marketer.wit.th.hop.t.gai.fro.thei.trave.shoul.lear.abou.th.history.culture.an.custom.o.th.countrie.the.wil.visit.“Flexibilit.an.cultura.adaptatio.shoul.b.th.guidin.principle.fo.travelin.abroa.o.business..Busines.manner.an.methods.religiou.customs.dietar.practices.humor.an.acceptabLdres.var.widel.fro.countr.t.country.Linternationa.marketing.marketer.o.compan.official.ar.highl.recommende.t.visi.th.countrie.an.examin.th.market.wher.the.wan.t.seLthei.products.Th.foreig.market.var.fro.countr.t.country.Marketer.ar.t.b.familia.wit.th.cultura.nuance.whic.ma.impac.produc.design.br anding.packaging.o.advertising.V.ConclusionCultur.i.on.o.th.challenge.t.internationa.marke.place.Li.learne.behavior.an.symbols.Th.element.o.cultur.ar.various.language.religion.value.an.attitudes.manner.an.customs.technology.education.Throug.th.introductio.o.culture.culture-relate.internationa.business.thi.pape.see.th.importanc.o.cultur.adaptation.Cultura.adaptatio.i.o.th.basi.o.cultura.relativism.an.o.guar.agains.ethnocentrism.Th.produc.adaptation.advertisin.adaptation.localizatio.an.transplantin.fo.cross-borde.enterprise.ar.differen.form.o.cultura.adaptation.Whil.i.informatio.explosio.period.ho.t.get.stud.an.analyz.informatio.o.targe.cultur.activel.wil.b.o.grea.importance.Ther.i.th.applicatio.o.ethnograph.int.cultura.adaptation.ethnograph.i.on.par.o.anthropology.An.i.i.th.practic.o.cultura.relativism.Boa.state.tha.th.ethnograph.i.th.wa.t.stud.th.foreig.cultur.an.i.i.th.applicatio.o.cultura.relativism.IM.informatio.technology.travelin.an.course-takin.ar.th.method.t.stud.specifi.fiel.characteristic.a.th.purpos.o.ethnography.IM.ma.relat.t.th.stud.o.specifi.consumers.grou.value.an.demand.travelin.ma.relat.t.th.sens.o..communit.o.it.busines.characteristics.an.course-takin.ma.cultivat.one.abilit.o.sensitivit.an.skill.t.adap.effective!.t.foreig.market.References

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[11]A Coursein Englishfor InternationalBusiness[M],

1995.AcknowledgementsI.i.m.hono.t.giv.m.thank.t.thos.wh.helpe.m..lo.i.completin.thi.paper..a.gratefu.t.m.supervisor.wh.gav.m.valuabl.idea.an.suggestion.o.ho.t.complet.thi.paper..a.als.thankfu.t.al.th.professor.an.teacher.i.thes.fou.years.fro.thei.course.an.lecture..hav.benefi..lot..woul.lik.t.giv.m.sincer.than.t.the.fo.thei.guidance..als.sho.m.thank.t.m.classmate.wh.offere.thei.comment.an.assistanc.o.m.paper.Finally..woul.than.m.mothe.an.fathe.wh.too.car.o.m.an.encourage.m.a..wa.i.difficulty.Thanks toall ofyou!摘要在世界经济飞速发展的今天，全球一体化进程加快国际范围内的商务活动日益频繁，跨文化交际成为经济活动的主要内容由于文化差异的存在，跨国经济活动中的文化冲突现象无处不在，大大阻碍了经济的发展为解决文化障碍，跨国企业在实践中开始重视文化适应问题然而国际商务中的文化适应是一个新的课题，企业者对文化及文化适应等概念认识不够，文化差异和文化适应意识不强本文介绍了什么是国际商务，国际商务中的文化障碍，广告和跨国企业的文化适应希望通过联系商务实例对国际文化适应的实践研究起一定的作用本文提出在国际文化适应的实践和信息时代文化差异和心理距离缩小的国际环境中提高企业家文化适应能力的重要性关键词文化障碍，文化适应，国际商务AbstractTh.worl.econom.i.developin.fastl.an.th.proces.o.economi.globalizatio.ha.speede.up.Th.worl.busines.activitie.ar.mor.frequen.an.cross-cultura.communicatio.i.mor.importan.i.economi.activities.Becaus.o.Internationa.cultura.differences.culture.conflict.ar.prevalen.i.Internationa.business.whic.greatl.hinde.th.developmen.o.economy.l.fac.o.thes.culture,challenges.multi-nationa.enterprise.hav.give.muc.mor.attentio.t.cultur.adaptation.CuItur.adaptatio.i.Internationa.busines.i..ne.subjec.fo.Internationa.marketers.o.whic.internationa.marketer.ar.no.aware.I.thi.paper.wha.i.Internationa.business.cultura.barriers.cultur.adaptatio.i.advertisin.an.multinationa.enterprises.Th.write.attempt.

1.relat.concept.an.theorie.t.example.i.th.hop.o.assistin.i.th.researc.an.practic.o.internationa.cultur.adaptation.I.thi.paper.th.write.suggest.tha.marketers.abilit.o.cultur.adaptatio.i.o.grea.importanc.a.cultur.difference.an.psychi.distanc.diminis.a.th.informatio.age.Key Words:culture barriers,culture adaptation,international businessStudyOn theCultural Adaptationin InternationalBusinessUntroductionWit.th.tren.o.economi.globalizatio.an.integration.internationa.marketer.hav.me.th.challenge.o.cultura.impac.i.intemationa.business.Cultur.factor.hav.alway.bee.ignore.i.makin.globa.marketin.strateg.an.adjustment.Communicatio.an.understandin.ar.crucia.t.globa.busines.i.divers.cultures.Ho.t.adap.t.differen.culture.i.th.targe.marke.ha.bee..focu.fo.internationa.businessmen.Cultur.i.learned.cultura.adaptatio.i.essentia.t.th.succes.o.th.internationa.marketing.Cultur.adaptatio.i.th.conten.o.cultura.relativism.Cultura.relativis.i.th.attitud.tha.th.goo.o.ba.point.o..cultur.ar.relativ.t.specifi.culture.PeopLca.no.judg.th.othe.culture.an.people’.behavior.wit.thei.ow.cultur.values.An.th.judgin.o.other.behavior.wit.one.ow.valu.system.i.th.behavio.o.ethnocentrism.Lcross-cultura.communication.ethnocentris.ma.caus.cultura.conflict.an.misunderstanding.especiall.i.cross-cultur.communicatio.an.i.internationa.business.Th.establishmen.o.mutua.trus.i.importan.i.intemationa.business.o.th.basi.o.mutua.trust.th.goo.relationshi.ca.b.produce.an.busines.ca.b.carrie.on.Ho.t.buil.trus.amon.internationa.businessmen.Th.wa.i.t.reac.mutua.understanding.th.understandin.o.other.cultures.whic.i.th.understandin.o.other.value.an.behaviors.T.understan.other.culture.w.mus.avoi.ethnocentris.an.appl.cultura.relativism.Tha.i.t.escap.ou.ow.cultur.boun.an.se.others.culture.i.thei.ow.ways.Thi.pape.talk.abou.th.cultura.adaptatio.i.internationa.busines.an.it.ne.method.used.Th.firs.par.o.thi.pape.introduce.th.cultura.barrier.t.internationa.business.cultur.adaptatio.i.internationa.advertisin.an.multinationa.enterprises.Cultur.i.learned.On.ca.lear.an.understan.anothe.culture.Th.element.o.cultur.ar.alway.th.factor.t.b.considere.i.cross-cultura.communication.Busines.custom.ar.mor.specific.the.ar.th.sub-cultur.o.culture.Attentio.shoul.b.give.Lth.us.o.nonverba.cue.a.colors.space.numbers.shape.an.animal.i.busines.custom.whe.conveyin.cultura.informatio.a.i.advertising.internationa.business.II.Application.o.Cultur.Adaptatio.i.Internationa.BusinessThi.chapte.i.mainLo.th.barrier.t.internationa.business.Th.abilit.o.internationa.marketer.i.emphasized.an.th.applicatio.o.ethnographi.metho.i.suggested.analyzin.feature.o.specifi.grou.o.peopl.i..culture.

2.1International BusinessHo.internationa.busines.take.place.A.huma.being.hav.th.psychologica.an.materia.need.fro.th.world.I.th.internationa.environment.eac.natio.ha.it.ow.natura.resource.an.technolog.t.produc.certai.amount.an.categorie.o.goods.bu.i.i.no.adequate.an.ther.shouLb.globa.exehang.t.mee.highe.requirement.o.people.Ther.ar.severa.reason.wh.countrie.trad.wit.othe.countries.First.n.nation.eve..develope.one.ca.produc.al.o.th.product.tha.peopl.wan.an.nee.Second.i..countr.becom.self-sufficient.othe.nation.woul.see.trad.wit.tha.countr.i.orde.t.mee.th.need.o.thei.ow.people.Third.som.nation.lik.Chin.an.Russi.hav.a.abundanc.o.natura.resource.an..lac.o.technology.whil.othe.countrie.a.Japa.hav.advance.technolog.bu.fe.natura.resources.Trad.enable.eac.natio.t.produc.wha.i.i.mos.capabl.o.producin.an.t.bu.wha.i.need.i..mutuall.beneficia.relationship.A.i.Fre.trade.th.movemen.o.good.an.service.amon.nation.i.withou.politica.o.economi.trad.barriers.thi.greatl.promot.regiona.o.worl.economy.Willia.G.Nickels.Jame.M.Mchugh.Susa.M.Mchugh.2002:

65.

2.2Cultural Barriersto InternationalBusinessTher.ar.s.man.barrier.t.internationa.business.tak.internationa.trad.fo.instance.th.barrier.ar.socio-cultura.barriers.economi.barrier.an.trad.barriers.Cultura.barrie.i.a.importan.facto.i.internationa.business.Thes.cultura.barrier.ar.th.factor.inhibi.th.flo.o.informatio.an.understandin.o.othe.culture.i.th.globa.environment.whic.ar.calle.psychi.distance.T.b.successfu.i.internationa.business.marketer.ar.t.b.awar.o.thes.factor.an.tr.t.overcom.them.

2.L1Psychic DistancePsychi.distanc.i.us.Lmea.th.factor.o.component.tha.preven.th.understanding.flowin.o.information.an.multi-nationa.communication.Linclude.learnin.an.understandin.foreig.cultures.restriction.an.adjustin.behaviors.Li.affecte.b.culture.Ther.ar.som.definition.o.psychi.distance.an.th.concep.o.“psychi.distance.wa.firs.use.t.explai.th.distributio.o.internationa.trade.Othe.researcher.notice.term.beyon.geographica.distanc.als.ha.a.impac.o.th.trad.an.limitin.o.businessmen.knowledg.abou.market.elements.Psychi.distanc.mean.factor.preventin.o.disturbin.flow.o.information..broade.definition.factor.preventin.o.disturbin.firms.learnin.abou.an.understandin..foreig.environment..fir.whic.i.intereste.i.pursuin.busines.goal.i..foreig.environmen.nee.t.lear.th.factabou.laws.distributio.systems.etc..an.i.mus.als.understan.enoug.o.th.cultur.t.b.abl.t.relat.t.i.an.adjus.it.behavior.thi.definitio.emphasize.tha.th.fir.shoul.giv.analysi.t.th.foreig.market.Individual.hav.thei.ow.concep.o.th.worl.i.psychi.distance.Ho.psychi.distanc.affect.th.behavio.o.busin es.firms.Amon.al.th.block.tha.inhibi.internationa.busines.o.trade.cultur.differenc.i.th.difficul.an.importan.one.I.i.significan.t.b.awar.o.cultur.differenc.an.explor.th.similaritie.i.variou.cultures.However.th.psychi.distanc.concep.no.onl.mean.th.difference.o.tw.countries.an.th.effec.cultura.differenc.ha.o.internationa.busines.operation.bu.als.th.abilit.t.overcom.it.I.mean.th.particula.abilit.o..country.Lspit.o.obstacle.o.cultura.differences.th.Learnin.abou.an.understandin.th.foreig.environment.th.firm.o.busines.withi..particula.countr.ma.develo.way.an.mean.t.overcom.thes.differences..Kjel.A.Nordstro.an.Jan-Eri.Vahlne.

411.I.th.internationalize.process.psychi.distanc.i.use.t.estimat.country-specifi.competitiv.force.I.marketing.Psychi.distanc.wa.prove.t.explai.countr.distributio.o.foreig.markets.th.internationalizatio.process.an.competitiv.consideration.an.countr.cultur.characteristics.Th.cultur.difference.ar.greater.th.marketin.i.mor.difficult.Psychi.distanc.determine.tha.th.hom.marke.i.eas.t.operat.tha.foreig.market.“Th.mor.differen.th.cultur.o.th.foreig.marke.fro.tha.o.th.hom.market.th.mor.difficuLi.wil.b.t.lear.abou.an.understan.th.ne.environment..Johanso.an.Vahlne.l

97.an.l

990.So.th.internationalizatio.proces.o.busines.tend.t.creat..foreig.marke.simila.t.th.hom.market.Th.internationalizatio.proces.refer.t.th.entr.int.mor.distan.markets.O.course.analyzin.th.force.an.factor.o.psychi.distanc.an.tryin.t.overcom.the.ar.o.grea.hel.t.internationa.business..Psychi.distanc.i.affecte.b.variou.factors.sue.a.socia.development.unificatio.o.language.politica.an.technologica.forces.However.thoug.th.comple.factor.affec.psychi.distance.th.psychi.distanc.ove.th.worl.ha.decreased.A.th.factor.o.psychi.distanc.ar.overcome.larg.cultur.an.languag.communitie.ar.formed.An.h.impac.o.psychi.distanc.o.communicatio.diminishes.Ther.ar.tw.basi.reason.fo.thi.implosio.o.th.busines.communit.i.psychic-distanc.terms.First.th.worl.i.genera.an.certai.region.ar.becomin.mor.homogeneous.Structure.particularl.fo.doin.busines.hav.bee.associate.wit.larg.region.lik.th.E.Europea.Community.Englis.ha.mor.an.mor.take.a.th.universa.secon.languag.o.th.world.“I.i.th.mothe.tongu.fo.

40.millio.people.an.b.l

99.som..billio.peopl.coul.spea.it..Naisbit.an.Aburdene.

1990.Moreover.th.for.an.th.conten.o.th.educations.syste.i.man.countrie.ar.n.longe.countr.specifi.a.i.use.t.be.Mor.countrie.ar.approachin.th.same.Thes.factor.mak.i.possibl.tha.psychi.distance.hav.decreased.Naisbit.an.Aburdene.

1990.A.th.developmen.o.professiona.consultanc.compan.ca.hel.marketer.obtai.knowledg.an.information.Suc.a.th.knowledg.o.managers.trainin.courses.th.informatio.abou.“educationa.program.fo.managers.managemen.trainin.organizations.travel.busines.counci.fo.internationa.understandin.institute.intercultura.communicatio.consultants.ca.b.found.Contac.methods.address.subject.o.servic.content.ar.listed.Hoopes.DavidS.

1983.143-

154.

2.

2.2Language inCross-Cultural CommunicationAmon.th.importan.element.o.cultur.marketer.mus.conside.th.verba.languag.bot.spoke.an.written.variou.form.o.nonverba.communication.need.an.values.religio.an.th.relate.mora.an.ethica.standards.an.custom.an.consumptio.patterns.Languag.i.th.oute.for.o.culture.i.i.th.wa.peopl.experiencin.th.world.Languag.an.cultur.ar.inter-related.an.on.cultur.doe.no.relat.t.on.language.ther.ma.b.on.o.mor.language.spoke.i.on.culture.“Becaus.languag.play.sue..centra.roLi.internationa.marketing.it.crucia.t.understan.th.clos.relationshi.betwee.cultur.an.language.Cultur.an.communicatio.ar.inextricabl.linked.Lha.bee.sai.tha.i.i.impossibl.t.trul.understan.cultur.withou.understandin.th.languag.spoke.b.it.people.Conversely..languag.canno.b.fulLunderstoo.outsid.it.cultura.context.Peopl.usJanguag.t.communicat.wit.eac.other.Lshow.th.way.w.perceiv.th.worl.an.direct.ou.attentio.t.world.features.Languag.i.importan.i.foreig.trad.becaus.buyer.an.seller.mus.b.abl.t.communicat.an.agre.o.man.matters.includin.th.specifi.term.o.th.transaction.Bu.th.differen.language.use.i.differen.countrie.ar.th.barrie.i.communicatio.whe.peopl.ar.帅建林.doin.foreig.trad.business.an.languag.i.considere..commo.cultura.problem.2003:

16.Ther.ar.ofte.mor.tha.on.cultur.i.countrie.wit.tw.o.mor.languages.LCanada.ther.i.a.English-speakin.cultur.an..French-Speakin.culture.Th.mos.direc.impac.o.languag.i.i.translation.cultura.factor.ar.th.mai.problem.Error.i.th.translatio.o.bran.names.packagin.copy.an.advertisin.message.hav.cos.businesse.million.o.dollars.no.t.mentio.damagin.thei.reputation.Li.no.enoug.fo.translator.t.b.familia,wit.th.nativ.language.Lorde.t.avoi.translatio.mistakes.translator.mus.als.b.familia.wit.idioms.an.slang..globa.marketin.strateg.ca.als.ver.difficul.t.implement.Loo.a.th.problem.thes.well-know.companie.encountere.i.globa.markets.Th.problem.the.me.ar.largel.wit.language.Ltranslation.communicatio.wit.loca.authorities.an.dat.controlling.languag.i.use.an.th.problem.o.languag.occur.PepsiC.attempte..Chines.translatio.o.“Com.Alive.You r.i.th.Peps.Generation.thi.rea.t.Chines.customer.a.“Peps.Bring.You.Ancestor.Bac.fro.th.Dead.An.Coor.Brewin.Compan.pu.it.sloga.“Tur.i.loose.int.Spanis.an.foun.i.translate.a.“Suffe.fro.Diarrhea..Perdu.Chicke.use.th.sloga.“I.Take..Stron.Ma.t.Mak..Chicke.Tender,.interpreted.Spanis.a.“I.Take.a.Aroi^.Ma.t.Mak..Chicke.Affectionate..KFC.sloga.“finger-licki.good.wa.understoo.i.Japanes.a.Bit.You.Finger.Off.O.th.othe.side.Electrolux.th.Scandinavia,vacuu.manufacturer.trie.t.sel.it.product.i.th.U.S.marke.wit.th.sloga.Nothin.Suck.lik.a.Electrolux.Thes.ar.th.translatio.error.withou.considerin.th.languag.facto.i.othe.nations.Willia.G.Nickels.Jame.M.Mchugh.Susa.M.Mchugh.2002:

77.Ldecidin.whic.market.t.ente.an.ho.t.ente.them.th.internationa.markete.mus.spea.wit.potentia.employee.an.suppliers.Marketer.ar.t.dea.wit.th.loca.languag.whe.collectin.marke.data.And.tryin.t.communicat.wit.potentia.customers.“marketer.ar.face.wit.choosin..bran.name.selectin.cop.o.tex.t.b.include.o.produc.packaging.developin.advertisin.slogans.creatin.advertisin.messages..Barbar.Mueller.l998:

90.Th.influenc.o.cultur.t.busines.i.s.significan.fro.th.perspectiv.o.languag.i.advertisin.an.makin.strategies.IH.TheCultur.Adaptatio.i.AdvertisingFo.bette.multi-cultura.communication.th.strategie.designe.accordin.t.differen.cultur.feature.fo.cultur.adaptatio.ar.significant.Th.adaptatio.strategic.o.advertisin.an.cross-borde.enterpris.ar.concerned.Produc.adaptatio.i.on.o.them.Th.informatio.o.th.produc.i.th.combinatio.o.cultur.i.th.plac.o.origi.an.th.requirementfro.th.foreig.countries.Whil.fo.multi-nationa.enterprises.cross-cultur.managemen.refer.t.th.cultur.transformatio.whic.i.base.o.cultur.transplan.an.localization.

3.1Definition ofAdvertising inDifferent Cultures。