国际营销中的文化风险及其评估与应对

Cultural Risks in International Marketing and Their Assessment and Response

摘要: 国际营销过程中存在的文化风险，是企业在拓展国际市场过程中必须重视的问题。通过对文化风险特点、成因及其具体表现进行深入分析，企业可以制定有效的风险应对策略，降低文化风险对营销活动的影响，提高企业在国际市场的竞争力。

Abstract: Cultural risk in the process of international marketing is a problem that enterprises must pay attention to in the process of expanding the international market. Through in-depth analysis of cultural risk characteristics, causes and their specific performance, enterprises can formulate effective risk response strategies to reduce the impact of cultural risk on marketing activities and improve the competitiveness of enterprises in the international market.