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A review of research on the impact of culture on corporate marketing

Yu Xia, Jianing Zhang, Jiayu Li, Qing Niu, Yuting Huang


With the increasingly fierce global competition, the cultural literacy of consumers is getting higher and higher, and the cultural
differences between different countries, nationalities and beliefs make the cultural factor become more prominent in marketing. As a multidisciplinary cross-cutting field, the influence of culture has penetrated into various aspects of society, science and technology, and economy.
This paper discusses how culture affects corporate marketing, and points out that it plays an important role in the design of today’s corporate
products. Cultural factors include behavior, language, values, etc., which cannot be ignored. A proper understanding of these factors is essential to achieving business goals and maintaining the health of an organization. In this paper, we will discuss the future development trend and
emphasize that enterprises should make full use of the results of market research, respect the differences between different cultures, establish
a consistent business philosophy and company culture, and tailor-made targeted marketing strategies according to the characteristics of regional cultures. In addition, they should make careful design according to the characteristics of product packaging and sales channels.


Cultural; Market; Marketing Differentiation; Marketing Strategy

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Included Database


[1] Liu Shuangshuang. The Impact and Contribution of Cultural Factors to Marketing [J]. Modern marketing (academy edition). 2012


[2] Gu Caihong. Analysis of the Influence of Cultural Environmental Factors on Marketing of State-owned Enterprises in China[J].

Modern Economic Information,2018,(04):138.

[3]Does your library have a marketing culture? Implications for service providers[J]. Singh, Rajesh. Library Management.

[4] Wu Caihong. Research on the influence of culture on marketing strategy [D]. Supervisor: Guo Xiaoling. University of International

Business and Economics, 2006.

DOI: http://dx.doi.org/10.18686/fm.v9i2.12448