Welcome to Francis Academic Press

International Journal of New Developments in Engineering and Society, 2020, 4(1); doi: 10.25236/IJNDES.040112.

The Influence of Cultural Factors in Marketing


Jia Yixuan

Corresponding Author:
Jia Yixuan

International Business with a Language, Xi’an Jiaotong-Liverpool University


With the accelerated development of the market economy, more and more companies enter the market, carry out business activities and seek profits. Their marketing activities are subject to many restrictions of the market environment, such as the political, economic, cultural, social and other factors of the market environment. Therefore, the analysis of the market environment is the basis for the company to stand in the position and the prerequisite for the company's long-term development. Some companies pay attention to analysis in marketing, and establish various policies based on the characteristics of the market environment, so as to obtain a great market share and profits, and further develop. However, some companies mistakenly analyzed the market constraints when formulating their strategies, and even did not pay attention to the market environment, resulting in the reduction of profits, or even being forced out of the market. This paper analyzes the influence of cultural factors on companies in marketing, which is subdivided into the influence on suppliers and consumers.


Marketing, Consumer, Suppliers, Culture

Cite This Paper

Jia Yixuan. The Influence of Cultural Factors in Marketing. International Journal of New Developments in Engineering and Society (2020) Vol.4, Issue 1: 85-92. https://doi.org/10.25236/IJNDES.040112.


[1] Song Meiyi (2005).  Analysis of Enterprise Marketing Environment--Discussion on the Influence of Micro-environmental Factors on Enterprises, Economics and Management.
[2] Zeng Gang, Wang Fei (2007). Influence of Sino-German Business Culture Differences on the Supplier Network of Shanghai Volkswagen, Journal of Nanjing Xiaozhuang University.
[3] Anna (2018). Research on the Influence of Confucian Culture on the Network Construction of Enterprise Entrepreneurship, Theoretical Research and Practice of Innovation and Entrepreneurship.
[4] Shen Wenqi (2010). Selection and Management of Purchasing Suppliers of Enterprise Production Materials, Foreign Investment in China.
[5] Liu Yang (2011). Comparison of Cultural Differences between Chinese and Western Enterprises, Journal of Liaoning Institute of Education Administration.
[6] Jing Shaoping (2004). Analysis of Green Marketing and its Impact on Consumer Psychology and Behavior, Management World.
[7] Hao Yanbei (2007). The Influence of the Cultural Difference between East and West on the Role of Consumers, Management Science Digest.
[8] Lou Qinqin (2014). The Influence of Cultural Differences on Consumers' Luxury Buying Behavior -- a Case Study of the Chinese and British Markets, Special Zone Economy.