论文总字数：39694字

摘 要

在经济全球化背景下，为了获得更大的市场与更多的利润，越来越多的企业走出国门去开辟国际市场。进入国际市场意味着企业要采取不同于本土的营销策略，但是不同国家和地区之间的文化是存在差异的。本文首先给出营销策略和文化的定义及其纬度，然后，以百事可乐在中国和美国的发展为例，结合营销组合策略的4Ps理论，分析文化差异对企业营销策略的影响。最后得出结论，任何企业在国外制定营销策略时，一定要结合当地的文化，积极寻找文化的契合点，在保持本土文化特色的同时融入目标国文化。

关键词：营销策略; 中美文化差异; 4P营销组合; 百事可乐

Contents

1. Introduction ................................................................................................1
2. Literature Review .......................................................................................1
3. Introduction to Culture Difference ...........................................................2

3.1Definition of culture ....................................................................................2
3.2Dimensions of culture difference ................................................................3
4. Introduction to Marketing Strategy ......................................................5

4.1 Definition of  marketing strategy................................................................5
4.2 Marketing mix --4Ps  ..............................................................................5
5. Impacts of Culture Differences between China and USA on Pepsi Cola’s Marketing Strategies ......................................................................................5

5.1 Introduction to Pepsi Cola Company..........................................................5

5.2 Impacts on Product Strategy ......................................................................6
5.3 Impacts on Pricing Strategy ....................................................................9
5.4 Impacts on Place Strategy .........................................................................11
5.5 Impacts on Promotion Strategy..................................................................13

6. Conclusion ..................................................................................................15
Works Cited....................................................................................................17

1. Introduction

With the increasingly frequent economic exchanges among countries, the economic boundaries between countries are gradually weakening. With the rapid development of science and information technology, products of various countries are becoming more and more similar. Meanwhile, with the improvement of consumers" consumption experience, income, taste and knowledge, their consumption needs, attitudes, patterns and values are gradually getting diversified. Cultural factors have become more and more important. While sales in heterogeneous cultural environment are different from those in a single cultural background. In the process of formulating marketing strategies, different cultures may lead to misunderstandings and conflicts among enterprises. Therefore, it is very meaningful to formulate effective marketing strategies in accordance with the situations. Effective marketing strategies often depend on the understanding and adaptation of culture differences, and the good judgment and strategic adjustment of possible culture differences. In short, how to eliminate culture differences and cross-cultural barriers has become a key factor in international marketing. Therefore, the study of impacts of culture differences on corporate marketing strategies is of great significance.

2. Literature Review

Foreign scholars" researches focused on international cross-cultural marketing. The most classic is that Paul A. Herbig combined cross-culture and marketing mix--4Ps closely together to form a complete knowledge system(Herbig 10). In addition, the influence of different cultures on marketing was elaborated, and the cross-cultural strategies of standardization and adaptability were analyzed.

Perreault and McCarthy clearly pointed out that culture and social environment affected consumers" life and purchasing behavior and the economic, political and legal environment (Perreault amp; McCarthy 7).

Linda. Beamer amp; Iris. Varner stated that in the process of cross-cultural marketing, cultural conflicts often arose between cross-cultural operators and target market consumers because of the deep-rooted role of cultural background (Beamer amp; Varner 32).

Philip R. Cateora mentioned "self-reference criteria"(Philip 85). It was used to interpret and judge the behavior of all other groups according to their own cultural individuality and values, which resulted in prejudice against different cultures and led to cultural conflicts.

The research on cross-cultural marketing strategy in China started relatively late. Hu Shaoyang assumed that cross-cultural brand communication was a trend in the development of enterprise brand management in the modern information society (Hu 2).

Gu Xiujun assumed that enterprises must tap the cultural characteristics behind market demand, perceive culture differences, and flexibly use localization strategies in order to maintain a balance between global strategic plan and localization marketing activities(Gu 54).

Li Qingzi considered that cross-cultural barriers increasing communication difficulties in international marketing, easily led to cultural conflicts and increased the difficulty of research(Li 74). He proposed that we should gradually adapt to the international market, and adopt a variety of localized marketing strategies.

It can be seen that most of the domestic researches on cross-cultural marketing were unilaterally written pure theory of cross-cultural marketing or unilaterally written about how Chinese national enterprises should implement cross-cultural marketing to enter the world.

This thesis explores the objective existence of the influence of cultural factors on marketing strategy from the aspect of marketing mix-4Ps and the author uses comparative research method to analyze the specific manifestations of culture differences in Pepsi Cola"s marketing strategies, which will pave the way for Chinese national enterprises to enter the international arena.

1. Introduction to Culture Difference

3.1Definition of culture

The concept of culture varies from subject to subject, from country to country and from scholar to scholar. This thesis is based on the generally accepted opinions of academic circles. E. B. Taylor, a British anthropologist known as the father of anthropology, was the first person to have a significant impact on the definition of culture. Taylor’s definition of culture is classical. In Primitive Culture, he said: "Culture or civilization, in its broad ethnological sense, is a complex whole, including knowledge, belief, art, morality, law, custom and all other abilities and habits acquired by people as members of society. "(Bernatt 1). Obviously, this definition interprets culture as the general term of human creation in the process of social development, including material technology, social norms and conceptual spirit. According to Taylor’s definition, the term culture can be applied to different levels, such as a nation, a country, an age group, a professional class and so on. Individuals’ cultural behaviors are always influenced by the cultural groups they belong to. Specific cultural expressions vary from level to level. For example, eating habits may vary from country to country, clothing habits may vary from profession to profession, and gender roles may vary from country to class. So when we discuss culture, it is necessary to define it as a culture of a country, a culture of a company, or a culture of an age group.

 3.2Dimensions of culture difference

With the development of science and technology, exchanges between different countries and regions have been greatly strengthened, and the original regional culture differences are no longer obvious. In fact, with such a large world, culture differences among countries and regions still exist objectively, even quite obvious in some respects. All what we can say is that differences are absolute and convergence is relative. So, how should culture differences between different countries be expressed?

From the analysis of Hofstede"s survey data, the following indicators describing culture differences are drawn: Power Distance, Uncertainty Avoidance, Individualism Versus Collectivism, and Masculinity Versus Femininity ( Hofstede 1).

The details are as follows：

(1) Power distance

Power distance is defined as “the extent to which the less powerful members of organizations and institutions (like the family) accept and expect that power is distributed unequally.” In this dimension, inequality and power are perceived from the followers, or the lower strata. A higher degree of power distance indicates that hierarchy is clearly established and executed in society without doubt or reason. A lower degree of power distance signifies that people question authority and attempt to distribute power.

(2) Uncertainty avoidance

Uncertainty avoidance is defined as “a society"s tolerance for ambiguity,” in which people embrace or avert an event of something unexpected, unknown, or away from the status quo. Societies that score a high degree of uncertainty avoidance opt for stiff codes of behavior, guidelines, laws, and generally rely on absolute truth, or the belief that one lone truth dictates everything and people know what it is. A lower degree of uncertainty avoidance shows more acceptance of differing thoughts or ideas. Society tends to impose fewer regulations, ambiguity is more accustomed to, and the environment is more free-flowing.

(3) Individualism versus collectivism

This index explores the “degree to which people in a society are integrated into groups.” Individualistic societies have loose ties that often only relate an individual to his/her immediate family. They emphasize the “I”versus the “we”. Its counterpart, collectivism, describes a society in which tightly-integrated relationships tie extended families and others into in-groups. These in-groups are laced with undoubted loyalty and support each other when a conflict arises with another in-group.

1. Masculinity versus femininity

In this dimension, masculinity is defined as “a preference in society for achievement, heroism, assertiveness and material rewards for success.” Its counterpart represents “a preference for cooperation, modesty, caring for the weak and quality of life.” Women in the respective societies tend to display different values. In feminine societies, they share modest and caring views equally with men. In more masculine societies, women are somewhat assertive and competitive, but notably less than men. In other words, they still recognize a gap between male and female values. This dimension is frequently viewed as taboo in highly masculine societies.

4. Introduction to Marketing Strategy

4. 1 Definition of marketing strategy

Marketing strategy is a process in which an enterprise takes customers’ needs as its starting point. Based on experience, the enterprise obtains information about customers’ demands, purchasing power and expectations of the business community to organize various business activities in a planned way, and achieves enterprise’s goals by providing customers with satisfactory goods and services. Its formulation is an interactive process, a process of creation and repetition(Perreault amp; McCarthy 53).

4. 2 Marketing Mix--4Ps

The 1960s witnessed the flourishing period of marketing. The prominent sign was the change of market situation and enterprise management concept, that is, market situation completed the change from seller’s market to buyer"s market, and enterprise management concept realized the change from traditional management concept to new management concept. Accordingly, the meaning of marketing is various and complex. In 1960, Professor E. J. McCarthy, an American marketing expert, put forward the famous marketing mix-4Ps based on people"s marketing practice, namely product, price, place and promotion. "4Ps" is a popular classic abbreviation of marketing strategy mix, which lays an important position in marketing theory. It provides the best means for enterprises to achieve marketing objectives, namely, the best comprehensive marketing activities, also known as overall marketing ( Perreault amp; McCarthy 267).

5. Impacts of Culture Differences between China And USA on Pepsi Cola’s Marketing Strategies

5. 1 Introduction to Pepsi Cola Company

Pepsi-Cola was born in the 1990s. It was made by Caleb Bradham, a North Carolina pharmacist. It is made of carbonated water, sugar, vanilla, oil, pepsin and cola. The drug was originally used to treat stomach diseases and was later named Pepsi and registered as a trademark on June 16, 1903.

Later, it gradually developed into a carbonated beverage launched by American Pepsi Company, and it was also the main competitor of American Coca-Cola Company. On June 8, 2016, "BrandZ Global Top 100 Most Valuable Brands" announced that Pepsi Cola ranked 86th. In June 2017, BrandZ’s Top 100 Most Valuable Global Brands was announced, and Pepsi Cola ranked 84th.

How does this carbonated beverage develop a marketing strategy suitable for the target market?

5.2 Impacts on Product Strategy

Consumers who grow up in different cultural environments have different pursuits of products. Enterprises must adopt different product strategies according to their respective cultural backgrounds.

5.2.1 Product strategy of Pepsi Cola in America--- Lock in new generation strategy

In America, Pepsi-Cola positioned the breakthrough for young people. This generation of young people is full of youth, health, vitality, and strong rebellion against history and tradition. In advertising, Pepsi-Cola is portrayed as a symbol of the trend of the times and the vitality of youth. Pepsi Cola chooses "Pepsi Cola, the Choice of a New Generation" as its slogan. It sings repeatedly through radio and television stations in the form of songs, telling young people that "Drinking Pepsi highlights your image of youth and health". These advertising slogans full of personality and passion have won great recognition among young people, creating and promoting the culture of advocating youth. Pepsi Cola"s spokespersons are also in the spotlight. Madonna, Britney, Beckham, Ronaldo, Zidane, Robert Carlos, Lyonnair Messi etc. Pepsi has transformed itself from a purely consumer product to an advocate of a new culture, which has greatly influenced the traditional consciousness of young people. "Lock in the New Generation" strategy vividly annotates the unique, innovative and positive brand personality of Pepsi Cola.

Pepsi Cola"s choice to implement this product strategy in the United States is inseparable from its cultural dimension characteristics, in other words, the culture differences in the United States prompts Pepsi Cola to choose this strategy.

The United States is a very distinct country with low power distance. Its strong Christian atmosphere and beliefs provide ample material for American ideology and constitutional spirit. The power structure of the separation of powers makes the power of the ruling class dispersed to the greatest extent. In today"s multi-polar world structure, the United States demonstrates its hegemony with its strong power. This has greatly enhanced the cultural self-confidence of the United States. Because of this self-confidence, Americans have a general sense of security in their lives and advocate a relaxed attitude towards life. American culture encourages individuals to pursue freedom, wealth and adventure.

At the same time, the young generation"s enjoyment of freedom and equality, the maintenance of dignity and self-worth, and strong self-awareness all highlight its typical individualism.

The low degree of uncertainty avoidance in the United States is another major cultural factor in the success of Best Cola. The mainstream culture of the United States is an open ocean culture, and the democratic and legal system of the United States protects the free development of American culture from political attack and control. In addition, the United States enrolls a large number of foreign students and scholars every year, but also brings a large number of different cultures and collisions. Americans are very good at embracing all kinds of foreign cultures and absorbing the best parts to enrich themselves. Pepsi-Cola has captured the new generation of American sensitivity to new things and the typicality of the United States in the cultural dimension, thus successfully occupying half of the U.S. market.

5.2.2 Product strategy of Pepsi Cola in China--- Packaging localization strategy

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