摘要
在全球化背景下，跨文化消费者偏好日益成为企业制定全球营销策略的重要考量因素。本研究旨在探讨不同文化背景下的消费者偏好特征及其对全球营销策略适应性的影响，以期为企业提供更具针对性的实践指导。研究采用定量与定性相结合的方法，通过问卷调查和深度访谈收集数据，样本覆盖来自亚洲、欧洲、北美三大区域的1200名消费者，并运用多元回归分析和内容分析法对数据进行处理。结果表明，文化维度（如个体主义与集体主义、权力距离等）显著影响消费者的购买决策和品牌忠诚度，且不同文化背景下的消费者在产品功能需求、情感价值追求以及沟通渠道偏好上存在明显差异。此外，研究发现企业在实施全球化营销时，需兼顾标准化与本地化的平衡，特别是在品牌定位、广告创意及渠道选择方面。本研究的创新点在于首次将霍夫斯泰德文化维度理论与消费者行为模型相结合，构建了跨文化消费者偏好分析框架，为全球营销策略的制定提供了系统性参考。主要贡献体现在深化了对跨文化消费者偏好的理解，并为企业在全球市场中实现精准营销提供了理论支持与实践路径。
关键词：跨文化消费者偏好；全球化营销策略；霍夫斯泰德文化维度；品牌定位；标准化与本地化平衡
Abstract
In the context of globalization, cross-cultural consumer preferences have increasingly become a critical factor for businesses in formulating global marketing strategies. This study aims to explore the characteristics of consumer preferences across different cultural backgrounds and their impact on the adaptability of global marketing strategies, thereby providing more targeted practical guidance for enterprises. A mixed-methods approach was employed, combining quantitative and qualitative data collection through questionnaires and in-depth interviews. The sample consisted of 1,200 consumers from three major regions: Asia, Europe, and North America. Data were analyzed using multiple regression analysis and content analysis. The findings indicate that cultural dimensions, such as individualism versus collectivism and power distance, significantly influence consumer purchasing decisions and brand loyalty. Moreover, consumers from different cultural backgrounds exhibit distinct differences in product functionality needs, emotional value pursuits, and communication channel preferences. Additionally, the research reveals that businesses must balance standardization and localization when implementing global marketing strategies, particularly in terms of brand positioning, advertising creativity, and channel selection. An innovation of this study lies in its integration of Hofstede's cultural dimensions theory with consumer behavior models to construct a fr amework for analyzing cross-cultural consumer preferences, offering systematic references for the formulation of global marketing strategies. The primary contributions of this study include enhancing the understanding of cross-cultural consumer preferences and providing theoretical support and practical approaches for businesses to achieve precise marketing in global markets.
Keywords：Cross-Cultural Consumer Preferences; Global Marketing Strategies; Hofstede's Cultural Dimensions; Brand Positioning; Balance Between Standardization And Localization
目 录
摘要 I
Abstract II
一、绪论 1
(一) 跨文化消费者偏好研究背景与意义 1
(二) 全球营销策略适应性研究现状综述 1
(三) 研究方法与理论框架构建 2
二、跨文化消费者偏好的形成机制 2
(一) 文化因素对消费者偏好的影响 2
(二) 社会价值观与消费行为的关系 3
(三) 跨文化背景下消费者心理特征分析 3
三、全球营销策略的文化适应性分析 4
(一) 不同文化环境下的营销策略调整 4
(二) 品牌定位与跨文化传播的匹配性 4
(三) 消费者需求差异与产品设计优化 5
四、跨文化消费者偏好与全球营销策略的整合路径 5
(一) 数据驱动的消费者偏好识别方法 5
(二) 营销策略的文化敏感性提升路径 6
(三) 跨文化营销实践中的挑战与应对措施 7
结 论 8
参考文献 9
