人文,即人类社会的各种文化现象。由于这种人文背景的不同,文化价值观的差异,在现代营销中产生出许多值得重视的问题。传说,有一条船即将沉没,但乘客们不愿听大副的劝说去跳海逃生,船长只好亲自出马。他先对英国人说:跳海是一种健康运动,结果爱体育爱得闹事发疯的英国人跳了下去;船长又劝法国人:你不觉得跳到蔚蓝的海中很浪漫吗?结果讲情调少理性的法国人也跳了下去;接着船长对德国人命 Humanities, the various cultural phenomena of human society. Due to the different cultural backgrounds and differences in cultural values, there are many issues that deserve attention in modern marketing. Legend has it that a ship is about to sink, but passengers do not want to listen to the first officer’s persuasion to escape to sea and the captain has to personally do it. He first said to the British: Jumping to the sea is a healthy sport. As a result, the British who love sports and go crazy are jumping. The captain also advised the French: Do you not feel romantic when you jump into the blue sea? The less rational Frenchman also jumped; then the captain of the German life