随着经济活动全球化的日益加深,开展跨国经营是企业获取海外市场的主要途径,而跨国公司是其最主要的组织形式。国家之间的文化差异影响着国际市场营销的策略,面对激烈的竞争,跨国公司根据不同的文化环境采取了不同的产品策略。通过对肯德基在中国市场的产品策略,分析文化因素对产品策略的影响。 With the deepening globalization of economic activities, multinational operation is the main way for enterprises to acquire overseas markets. Multinational corporations are the most important forms of organization. Cultural differences between countries affect the strategy of international marketing. In the face of fierce competition, multinational corporations adopt different product strategies according to different cultural environments. Through the KFC product strategy in the Chinese market, analysis of cultural factors on product strategy.