芭比在中国遇到的文化陷阱：原因及发展建议

The Cultural Trap Barbie Encountered in China: Causes and Proposals for Its Future Development in China

摘要: 美泰公司的芭比娃娃一直被喻为美国文化的象征。近年来，芭比不断争战国际市场，更是将中国作为其全球化的重要基地。然而芭比首家旗舰店却在上海呈现出叫好不叫座的销售现象，并终于2009年3月关闭。本文基于跨文化营销原理、4 PS分析法和Ghofstede的五项指标量表等方法与模型，针对芭比旗舰店在上海失利原因中不同年龄段的中国消费者面对芭比娃娃有什么不同于美国消费者的审美及认知心理反应，以及芭比娃娃在美国消费者和中国消费者生活中分别扮演了什么样的角色，做了较全面的分析。同时，本文也结合实际情况对美泰公司芭比系列产品在中国市场的进一步发展给出了建议。

Abstract: Mattel’s Barbie doll has been described as a symbol of American culture. Recent years, Barbie makes actions constantly in theinternational market, especially in China. But Barbie’s first flagship store in Shanghai did not work well, and which was finally closed in March 2009. The article using the principle of cross-cultural marketing, 4 PS analytical method and Ghofstede’s five-index-scale method and the model, aims to analyze comprehensively of the failure reasons for Barbie store in Shanghaifrom two angle. Besides, this article analyzes the different aesthetic and cognitive psychological reaction of consumers in different age groups in China when faced Barbie, as well as the different roles Barbie played in American and Chinese consumers’ life. At the same time, this article will give some further development advices combined with the actual situation of Mattel’s Barbie series products in the Chinese market.