玫琳凯公司于 1963 年在美国德克萨斯州达拉斯市创立，1971 年 2 月 23 日 ，
玫琳凯公司在澳大利亚开设了第一家子公司，目前 在全球超过 35 个市场的玫琳
凯是一家全球国际化公司，拥有 300 多万名美容顾问。进入中国以后，玫琳凯（中
国）公司运用了自己独特的直销模式，在玫琳凯(中国)跨文化营销的策略取得了
巨大的成功
随着中国人民的消费水平的不断提高，以及消费方式的不断改变，玫琳凯（中
国）跨文化销售也应该适应中国本土文化的改变，本文通过对玫琳凯（中国）跨
文化的营销策略、玫琳凯江西分公司的营销的障碍分析等方面的研究，诠释跨文
化企业在中国的发展中适应本土文化的要求，从而得到进一步的发展
关键词： 跨文化； 营销策略 ；营销障碍II
Abstract
With the improvement of economic level in our country, the people&39;s pursuit of
material life and spiritual life constantly improve, the use of cosmetics become an
indispensable part of people&39;s life, especially for some women cosmetics have become
the daily consumer goods. At the same time, the cosmetics brand is numerous, and the
cosmetics market along with our country economy high speed development, under the
trend of the cosmetics industry has maintained a rapid growth of the state, in our
country each big cosmetics brand competition also appears more and more intense,
for cosmetics brands combined with the characteristics of its own products, to
satisfied the market sales strategy, improve its core competition to grab market share
is particularly important. For multinational cosmetics cross-cultural products can
adapt to local culture, make effective cross-cultural marketing strategy into the
product in the international sales of play a decisive role to grab market share.
Mary kay company founded in 1963 in Dallas, Texas, USA, on February 23,
1971, Mary kay company opened its first subsidiary in Australia, more than 35
worldwide market of Mary kay is a truly global company, there are more than 300
beauty consultant. After entering China, Mary kay (China) company used its own
unique direct sales model, Mary kay (China) cross-cultural marketing strategy has
been a huge success.
But with the constant improvement of the Chinese people&39;s consumption level,
and constantly changing the way of consumption, Mary kay (China) cross-cultural
marketing should also adapt to the change of Chinese native culture, this article
through to the Mary kay (China) of cross-cultural marketing strategies, Mary kay
jiangxi branch marketing analysis of the obstacles of, interpretation of cross-cultural
enterprises adapt to the request of the local culture in the development of China, thus
further development.
Key words: Cross-cultural; Marketing strategy; Marketing obstaclesIII
目 录
摘要I
Abstract..........II
目 录........III
1 绪论....1
1.1 研究的背景........1
1.2 研究的意义.........2
1.2.1 理论意义.....2
1.2.2 实践意义.....2
1.3 研究创新3
1.4 研究内容及方法..........3
1.4.1 研究内容......3
1.4.2 研究方法......3
2 化妆品行业的文化特征分析.5
2.1 中国化妆品行业的文化特征分析........5
2.1.1 中国化妆品行业的文化背景.........5
2.1.2 中国化妆品行业的文化特征.........7
2.1.2.1 中国化妆品行业的文化体现要素分析.7
2.1.2.2 中国化妆品行业对消费者多层次的文化特征...........9
2.2 主要的国外化妆品文化特征分析......10
2.2.1 欧美化妆品行业的文化特征分析...........10
2.2.2 亚太地区化妆品行业文化分析...11
3 玫琳凯（中国）跨文化的营销策略..........13
3.1 玫琳凯在中国的发展..13
3.2 玫琳凯的销售模式及市场定位..........14
3.2.1 化妆品的销售模式...........14
3.2.2 玫琳凯在我国市场定位...14
3.3 玫琳凯的跨文化营销策略......15
3.3.1 产品跨文化营销策略.......15
3.3.2 采用跨文化培训的营销策略.......18
3.3.3 跨文化沟通的营销策略...19
3.3.4 在中国的市场公关的跨文化营销策略...20IV
3.3.5 采用适应环境的跨文化营销策略...........20
4 玫琳凯江西分公司跨文化营销障碍分析...21
4.1 玫琳凯江西分公司内外环境分析......21
4.1.1 外部环境分析.......21
4.1.2 内部环境分析.......23
4.2 研究设计与实施..........24
4.2.1 调查问卷的设计...24
4.2.2 调查实施...24
4.2.3 调查数据分析........24
4.3 结论....
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