| ACKNOWLEDGEMENT | 第1-5页 |
| 内容摘要 | 第5-6页 |
| ABSTRACT | 第6-8页 |
| CONTENTS | 第8-10页 |
| Introduction | 第10-13页 |
| Chapter Ⅰ Literature Review | 第13-17页 |
| ·Cross Cultural Marketing Strategy in Foreign Countries | 第13-15页 |
| ·Cross Cultural Marketing Strategy in China | 第15-17页 |
| Chapter Ⅱ Analysis of Cross-Cultural Marketing Strategies of BritishBeverage Enterprises | 第17-27页 |
| ·Present Situation of British Beverage Market | 第17-18页 |
| ·Analysis of Chivas | 第18-23页 |
| ·Analysis of Lipton | 第23-27页 |
| Chapter Ⅲ Analysis of Cross-Cultural Marketing Strategies of ChineseBeverage Enterprises | 第27-37页 |
| ·Present Situation of Chinese Beverage Market | 第27-28页 |
| ·Analysis of Tsingtao Beer | 第28-32页 |
| ·Analysis of Kweichow MouTai | 第32-37页 |
| Chapter Ⅳ Comparison of Cross-Cultural Marketing between Chinese andBritish Beverage Enterprises | 第37-43页 |
| ·Attitude to National Culture | 第37-38页 |
| ·Quality Assurance | 第38页 |
| ·Sales Channels | 第38-40页 |
| ·Brand Building and Spreading | 第40-41页 |
| ·Music Marketing | 第41-43页 |
| Chapter Ⅴ Suggestions to Chinese Beverage Enterprises | 第43-47页 |
| ·Attaching Importance to Cultural Differences | 第43-44页 |
| ·Building a High-Quality International Marketing Team | 第44-45页 |
| ·Multi-Tiered Product Strategy and Market Strategy | 第45-46页 |
| ·Attaching Importance to Service Quality | 第46-47页 |
| Conclusion | 第47-49页 |
| Bibliography | 第49-50页 |
