摘 要
随着经济全球化和信息技术的迅猛发展，国际营销环境日益复杂，跨文化消费者行为成为企业制定品牌策略的重要考量因素。本研究旨在探讨不同文化背景下消费者行为特征及其对品牌策略适配的影响，以提升企业在国际市场中的竞争力。通过整合霍夫斯泰德文化维度理论与消费者行为学相关框架，采用定量与定性相结合的研究方法，对来自五个国家的2000余名消费者进行问卷调查，并辅以深度访谈数据。研究发现，文化维度显著影响消费者的购买决策、品牌忠诚度及对营销信息的感知，且不同文化背景下的消费者对品牌价值主张的接受程度存在明显差异。基于此，本文提出了一套动态的品牌策略适配模型，强调在品牌定位、传播方式及产品设计中融入文化敏感性。本研究的创新点在于将微观消费者行为与宏观文化背景有机结合，为跨国企业提供更具操作性的品牌管理指南，同时丰富了跨文化营销理论体系，为企业在全球化进程中实现精准营销提供了重要参考。
关键词：跨文化消费者行为；品牌策略适配；霍夫斯泰德文化维度
Abstract
With the rapid advancement of economic globalization and information technology, the international marketing environment has become increasingly complex, making cross-cultural consumer behavior a critical factor for businesses in formulating brand strategies. This study aims to investigate the characteristics of consumer behavior under different cultural backgrounds and their impact on the alignment of brand strategies, thereby enhancing corporate competitiveness in international markets. By integrating Hofstede’s cultural dimensions theory with relevant fr ameworks in consumer behavior, this research employs a mixed-methods approach, combining quantitative surveys of over 2,000 consumers from five countries with qualitative insights derived from in-depth interviews. The findings reveal that cultural dimensions significantly influence purchasing decisions, brand loyalty, and the perception of marketing messages, with notable differences in how consumers from varying cultural contexts respond to brand value propositions. Based on these insights, this paper proposes a dynamic brand strategy alignment model that emphasizes incorporating cultural sensitivity into brand positioning, communication methods, and product design. The novelty of this study lies in its integration of micro-level consumer behavior with macro-level cultural contexts, offering multinational enterprises a more operational guide for brand management while enriching the theoretical fr amework of cross-cultural marketing. This research provides essential references for achieving precise marketing in the globalized era.
Keywords: Cross-Cultural Consumer Behavior；Brand Strategy Adaptation；Hofstede's Cultural Dimensions
目 录
引言 1
一、跨文化消费者行为分析 1
（一）文化维度对消费行为的影响 1
（二）消费者价值观与购买决策 2
（三）跨文化消费行为差异对比 2
二、国际营销中的品牌定位策略 3
（一）品牌核心价值的跨文化传播 3
（二）不同文化背景下的品牌适应性 3
（三）品牌定位与消费者需求匹配 3
三、营销沟通中的文化适配研究 4
（一）广告创意的文化敏感性分析 4
（二）营销信息传递的文化编码与解码 4
（三）跨文化沟通中的障碍与解决方案 5
四、品牌策略的跨文化实施路径 5
（一）品牌本土化与全球化平衡 5
（二）跨文化市场进入模式选择 6
（三）品牌策略实施效果评估 6
结 论 6
致 谢 8
参考文献 9
