The influence of cultural differences on marketing strategies of MNEs

International Academy of Cultural Communication, Communication University of Zhejiang, Hangzhou, 310018, China

^* Corresponding author. Email: 1017472060@qq.com

Abstract

In the marketing of multinational enterprises, cultural differences have a complex impact on international marketing strategies. On one hand, taking advantage of cultural differences can diversify the corporate culture. On the other hand, cultural differences make management difficult, and there will be conflicts in mutual exchanges. This paper mainly summarizes the past literature, and connects the problems raised in some earlier studies and the situations solved in subsequent studies in series to make the logic chain more complete. At the same time, new problems are raised on this basis. After reviewing the literature, this work concludes that the multicultural environment is becoming more complex, and managers need to have a deeper understanding of different cultures while calculating the gains and losses, so as to integrate culture. Therefore, the research significance of this paper is to make a complete summary of the existing research results, sort out the unresolved problems, and provide ideas for subsequent related research.