A Study of the Application and Adaptation of International Marketing Strategies in a Cross-Cultural Environment

Abstract

This paper discusses the application and adjustment of international marketing strategy in cross-cultural environment. With the deepening of global economic integration, cross-cultural marketing has become an important way for enterprises to expand overseas markets. The article firstly analyzes the background and significance of cross-cultural marketing, and then elaborates on the application of international marketing strategy in cross-cultural environment, including the adjustment of product strategy, channel strategy, pricing strategy and promotion strategy. Meanwhile, the article also discusses the challenges and coping strategies in cross-cultural marketing, and puts forward corresponding suggestions. Through case studies and theoretical discussions, this article aims to provide valuable references for enterprises in cross-cultural marketing.