社会主义市场经济的发展，使我国更多的企业将直接参与国际市场的竞争，把争夺和开发国际市场，做为企业生存和发展的新的空间，真正实现了跨国营销，这是商品经济发展和深化改革的必然趋势。在这种变革中，应该指出的是企业参与跨国营销，应该特别重视对文化环境的研究。一、 The development of the socialist market economy will enable more enterprises in our country to directly participate in the competition in the international market and compete for and develop the international market as a new space for the survival and development of the enterprise and truly realize the transnational marketing. This is the development of the commodity economy. And intensify the inevitable trend of reform. In this transformation, it should be pointed out that companies participating in transnational marketing should pay special attention to the study of cultural environment. one,