From the table to the book, from international Marketing to cross-cultural marketing

has been commonly known as foreign trade marketing, overseas promotion or international marketing, stressed more is across the national boundaries of corporate marketing activities. When the communication between the enterprise and its target market is more frequent and deeper than the demand of the international development, when the value communication is as important as the price communication, and even gradually replaces the price communication, the understanding and understanding of the target market and its consumer group culture is promoted to the new requirement of the enterprise marketing personnel. The international marketing, which emphasizes cross-cultural understanding and communication ability in marketing activities, is called cross-cultural marketing. Crossing borders is only a superficial physical phenomenon, but the cultural cross boundary is the real challenge in international marketing. Therefore, we say that from international marketing to the deep understanding of cross-cultural marketing, is a table-oriented process.

Since its establishment in 2007, the international promotion of China-EU industrial enterprises to provide quality localization services has always been the main business of wing fan. In recent years, on the one hand, as the market competition of various industries increases, customer enterprises are more eager to have more in-depth and comprehensive communication with the target group, in order to surpass the competitor's image in an invincible position. In terms of marketing channels, the involvement of social media provides the possibility for such close communication. On the other hand, the problems encountered in the actual work force us to face the cultural differences in the target market to the marketing activities, and even success or failure may play a crucial role.

Sometimes a product must be named again, replace the packaging, otherwise in a country can not be sold, if the brand name itself, can not be changed, you have to be forced to choose to give up the entire country's market; sometimes, a new Year greeting card is designed, but finds it impossible to send it to customers in some countries; A widely successful rich media advertising initiative in Europe has been hit by Waterloo in Asia because the logic of the ads is not understood by Asians or even in the languages of most Asian countries.

Social media has narrowed the distance between the brand and users, but also means that communication based on social media is more common, and the style of advertising used in other online media will become outdated in social media. Up to cross-cultural marketing, a marketing idea that can be carried out in multiple countries at the same time as other network channels may not be implemented in social media at all, because getting closer to the public in social media means more intimate contact with the country's culture. It is also humorous that the Japanese will never smile because of Morphy ' s, and Americans will never understand the relationship between you and a Chinese monk. Therefore, the influence of cultural differences on the marketing activities in the social media can be fully enlarged, so that it becomes a cross-cultural marketing need to pay attention to one of the points.

There are more and more special cases involving cross-cultural marketing happening around us, wing sail with the beginning of 2012, the formal establishment of cross-cultural Communication Research Center. Cross-cultural communication is a big theme, Wing sail cross-cultural Communication Research Center, is more focused on the impact of cultural differences on network media communication, to help enterprises in their cross-cultural international marketing activities earlier to find problems, solve problems, avoid risks, reduce economic losses.