1, cultural differences on the implementation of e-commerce strategy will bring what effect

The so-called culture is in the same environment people have the *** same "heart program". Different groups of people in different regions and countries will be the people of this *** have the heart program will be different, because they have always been subjected to different education, with different social and work so that there are different ways of thinking. As social existence determines social consciousness, people in different regions or countries, consciousness and values must be different, this is cultural differences.

Social culture is one of the most important factors in the marketing environment, it has a direct impact on people's consumer behavior. E-commerce as a marketing tool, is bound to be affected by cultural differences. We are from the perspective of product sales and e-commerce itself, to analyze the impact of cultural differences on the implementation of e-commerce strategy, that is, the following aspects:

First: the impact of e-commerce website web design layout. The overall style of the website includes logo, colors, fonts, slogans and so on. E-commerce website design is first affected by the local text language habits, such as China's mainland use of simplified Chinese characters Hong Kong and Taiwan use traditional Chinese characters, in the implementation of the website design is necessary to take this into account. Color is also an important influence, in our country red represents festive, while in France and the United Kingdom red is a manly color. If colors are to be used in the presentation of a website theme, the specific meaning of local colors must be considered.

Second: the impact on product strategy. E-commerce as a marketing tool, its main task is to sell the product, the product can be sold depends mainly on whether it can meet the needs and requirements of consumers. Different cultural background, consumers will have different good and bad, only designed to cater to the local cultural tastes of the product will be successful. Again, culture will become and be used as a non-tariff barrier, which must be taken into account in product design, such as Nokia in the Chinese market specifically designed and marketed cell phone technology and styles.

Third: the impact on product pricing. Product price is related to value, the price consumers are willing to pay depends on both the value of the product itself and the value of consumer recognition. And the value that consumers recognize is often related to the cultural context. For the same product in different regions or countries, two different prices may be acceptable. So before the implementation of e-commerce strategy should pay attention to the investigation of the corresponding product prices, careful pricing. For example, China's East and West, the development gap between North and South is large, in the implementation of product pricing, we must carefully consider.

Fourth: the impact on the e-commerce model. We know that e-commerce has B2B, B2C, C2C, B2G and other transaction modes. In different regions or countries to implement how the e-commerce model, not only to consider the product itself but also to consider the situation of the local distribution system. As consumers in different countries or regions by the influence of different cultures, their distribution system will also be different, some developing countries, due to population dispersion, small inventory, high unit cost, cost of selling price difference, etc., its distribution system is mostly based on smaller intermediaries, at this time we are mainly B2B. At the same time, some underdeveloped countries have a denial of the intermediary, because people in these countries emphasize productivity, and that the intermediary is unproductive, in this case, e-commerce is best to choose B2C or C2C mode.

V: Marketing of product promotion strategies (mainly advertising). E-commerce marketing advertising in the form of e-zine advertising, web advertising, printed flyers, radio, film and television ads, web banners, web Popups, public **** bus stops, etc. Regardless of the form of advertising, it as the most widely used promotional tools in different regions of the use and promotion, and, of course, will be affected by the impact of cultural differences. Cultural differences make people have different understandings of the same things, so advertising design must follow local customs, habits and traditions and avoid taboos. In a word, the advertising message must be adapted to the local reality, or only to no avail.

Six: the impact on the development of e-commerce as a marketing tool itself. China's e-commerce started late, and the development of a typical block economy, the southeast coast is a more developed areas, the north and central part of the rapid development of the region, the west is relatively backward. This is not excluded by the local cultural openness, the eastern coastal areas open to the outside world, the economy is more developed, more open-minded, the acceptance of new things stronger than the mainland. The mainland is economically backward, thinking by the traditional cultural influence of the more conservative on the acceptance of new things relative to the coastal areas lower.