Research on Cross-Cultural Marketing in the New Media Era

DOI

10.2991/assehr.k.200316.118How to use a DOI?

Keywords

new media, cross-cultural marketing, interculturality, fan culture

Abstract

The 21st century is an era in which media producers and consumers interact with each other, an era in which new and old media collide, and an era in which print media and electronic media merge. At the same time, with the deepening of globalization and the increasingly frequent cooperation and interaction among countries and economies, cross-cultural marketing faces unprecedented opportunities and challenges in many aspects, such as cultural shock caused by cultural background, religious differences, and communication barriers and so on. Information dissemination in the new media era has the following characteristics: diversified media forms, widespread disseminators, instant information dissemination, and global synchronization. The use of the characteristics of new media mobile internet can implement effective cross-cultural marketing, but in the implementation, multiple measures should be taken simultaneously; it is necessary to pay attention to interculturality, respect cultural differences, improve cross-cultural communication capabilities, and adopt marketing strategies that are adapted to the unique local culture to effectively conduct cross-cultural marketing.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Download article (PDF)

TY  - CONF
AU  - Hairong Sun
PY  - 2020
DA  - 2020/03/19
TI  - Research on Cross-Cultural Marketing in the New Media Era
BT  - Proceedings of the 4th International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2020)
PB  - Atlantis Press
SP  - 539
EP  - 541
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200316.118
DO  - 10.2991/assehr.k.200316.118
ID  - Sun2020
ER  -