橘生淮南则为橘.生于淮北则为枳,所以然者何?水土异也!——《春秋·晏子》当可口可乐、麦当劳席卷全球市场时,意味着全球消费者共性的一面:不同国家、不同区域的消费者共同的消费选择。也说明可口可乐、麦当劳等国际品牌运用成功的行销策略适应了不同文化的需要。然而,不能忘记另一面:消费者的差异性是更基本的,是营销存在之基础。国际营销教材中有大量个案表明文化与消费者行为差异的存在,主张建 Citrus Health Huainan is orange. Born in Huaibei is trifoliate orange, so what? Soil and water also! - “Spring and Autumn Yan Zi” When Coca-Cola, McDonald's sweeping the global market, it means that the global consumer side of common: different countries, Consumers in different regions of the common consumer choice. Also shows that Coca-Cola, McDonald's and other international brands to use the successful marketing strategy to adapt to the needs of different cultures. However, the other side can not be forgotten: the difference of consumers is more basic and the basis of existence of marketing. A large number of international marketing textbooks show the existence of differences between culture and consumer behavior, advocating building