我们正处于跨文化营销的时代，所接触的贸易伙伴是如此繁杂。世界各国商人，都以极富特色的营销观念和营销策略，参与市场竞争，活跃于世界经济舞台。正因如此，一方面我们急切的需求一种最大限度的开放；另一方面，采用比较的方法研究不同国别、不同种族的企业营销，达到“相互借鉴，取长补短，携手前进，共同发展”的目的，以利中国企业在经济全球化的浪潮中搏击、成长。 We are in the era of cross-cultural marketing, trading partners are so complicated. Merchants from all over the world are engaged in market competition and are active in the world economy with their distinctive marketing concepts and marketing strategies. For this reason, on the one hand, we urgently need a maximum of openness; on the other hand, we use comparative methods to study the marketing of enterprises of different countries and ethnicities so as to achieve the goal of “learning from each other, working hand in hand, and developing together”. The purpose is to facilitate Chinese enterprises to fight and grow in the wave of economic globalization.