在国际营销活动中,文化环境是极其重要而又容易被忽视的因素,文化差异往往成为国际贸易的无形壁垒.所谓文化,是指人类在社会历史发展过程中所创造的精神财富的总和。其中对国际营销影响较大的有语言、宗教、审美观、价值观、教育和风俗习惯等.文化适应就是通过对目标市场文化环境的了解,在国际营销活动中,充分考虑其文化特点,避免与当地的文化传统、宗教禁忌相冲突。现代国际营销以消 In international marketing activities, the cultural environment is an extremely important and easily overlooked factor. Cultural differences often become intangible barriers to international trade. The so-called culture refers to the sum of spiritual wealth created by human beings in the process of social and historical development. Among them, there are languages, religions, aesthetics, values, education, customs, etc., which have a great impact on international marketing. Cultural adaptation is through understanding the cultural environment of the target market. In international marketing activities, it fully considers its cultural characteristics and avoids Local cultural traditions and religious taboos are in conflict. Modern international marketing to eliminate