国际大型活动背景下的跨文化营销 大型活动背景

　　摘要：市场调研是营销人员与客户和公众双向传递并获取信息的最好方式。在跨文化背景下，市场营销专员需要对活动在举办地的限定条件有十分清晰的了解，需要对活动所引起的全球化的商业行为有全新的认识，同时由于大型活动涉及地域范围较广，因此进入新的市场难免会产生不适，并要求其做好对潜在的暗藏着的新的竞争对手的充足准备。
　　关键词：国际 大型活动 跨文化 营销
　　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.
　　Text:
　　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.