Culture is the sum of material wealth and spiritual wealth created by people in social and historical practice，Each country has its unique culture。An important participant as a global economic activity，Multinational companies have played an important role in cultural communication。The French International Outlook and Information Research Center released a research report entitled "The Effectiveness of the Cultural Promotion Effect of the Multinational Corporation on Trade: Example of IKEA" on July 29，Products with the characteristics of the cultural characteristics of the parent country，multinational companies can promote cultural communication，Cultural communication will promote the further development of related trade activities。

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Research report proposal，The cultural heritage owned by various countries can become a public product，When the products provided by specific organizations or institutions can make people think of the culture of its mother country，The social income of this product may increase，That is, the economic behavior of a single subject may bring more benefits to the entire society。For example，The goods sold by the multinational company include content related to its mother country culture，So sell such products through the sale，multinational companies can play a role in spreading their mother -country culture，To a certain extent, assume the responsibility of the cultural ambassador。In fact，Many multinational companies pay more attention to their cultural identity and their contact with the mother country。For example，Volkswagen Volkswagen has used "DAS Auto" as a slogan for many years，This German phrase has gained a considerable popularity globally，It also reminds consumers "Volkswagen" is a German car brand。In the advertisement Bet365 app download or product packaging of L'Oreal Group, France, "L'Oreal" and "Paris" often appear，and generally display it with a more prominent font or color。Multinational companies set up branches overseas，Sales products with their own cultural characteristics，Not only can it spread the mother country culture，And can have a positive and external effect on export activities of other independent producers through cultural dissemination。

Examine the Bet365 lotto review role of multinational companies in cultural communication and their activities on trade，You need to choose the inspection object that can meet the conditions。Related conditions include，The products of the multinational company as the object of inspection should have a strong cultural color of the parent country;、Enterprises exporting products to the same destination market，Not upstream and downstream relationships on the same supply chain，No supplier; before the multinational company enters the host market，The culture of its mother country and the lifestyle of their Chinese people are not familiar with most people in the host country，, etc.。Swedish furniture and home supplies retailers IKEA as a multinational retail service provider，Its corporate image is closely related to the Sweden and Sweden's Scandinavian Peninsula.，The product has obvious Scandinavian Navia style。And，A large part of IKEA products are actually produced in areas outside the peninsula，Even the origin of some products is on the peninsula，It is also necessary。This makes IKEA products not only have Scandinavian cultural characteristics，It is not so close to other local Swedish companies in the supply chain，It will not affect its estimation of its external impact on trade。other，People can collect many information related to IKEA on the Internet，Including the address and opening time of each distribution institution established abroad。Therefore，Researchers choose to take IKEA as an example，Carry out empirical research。

Researchers collected data related to operating Bet365 lotto review activities related to IKEA between 1995 and 2015，After inspecting IKEA products entering a certain country or region market，The change in the amount of trade between the relevant products between the country or the region and the Nakamana region and the change of consumer preferences。They found，When IKEA built a new store in a certain area，It will export from Scandinavia to local、The number of products with the same cultural characteristics as IKEA products increases by about 2%。Researchers think，This is because these products have the same or similar cultural characteristics as the products of IKEA、Cultural source，So those who like IKEA products will also buy these products。To verify this，They also examined other companies that also come from Scandinavia, but their products do not have local cultural characteristics and their business activities in overseas markets，As a result, the existence of its existence in overseas markets did not affect the export amount of the same industry enterprise。

　Propaganda mother country culture brings an overflow effect

Law of Turl University, France、Professor Daniel Mirza, a professor at the School of Economics and Sociology, told this reporter，In past studies，Scholars discovered，Standards between countries and regions、specification、Aesthetic、Differences in business methods and language may increase international trade costs。and the external direct investment of multinational companies can bring positive spillover effects，Make other related companies that belong to the same country to increase the export amount to the host country，Even if these companies are not branches of multinational companies，There is no direct connection between the two。

other，In the process of economic globalization and economic integration in some regions，Over time and the flow of people in different countries or regions，Interactive frequency of interaction between people living in different countries or regions、Deepen，Cultural communication accompanied bet365 best casino games by it may change the consumer preferences of consumers of a country，Make them not excluded or are willing to buy products containing foreign cultural content or cultural factors。When the multinational company sells products with its cultural characteristics in the host country market，It may also bring a similar effect on the local market。multinational companies can spread the culture of its mother country through operating activities，Let the people in a foreign country understand the lifestyle of the mother -in -law、aesthetic orientation, etc.。

As a retailer who mainly sells standardized products，IKEA's products are usually considered to have a very obvious Scandinavian Navia style，Even if only a small part is produced in Scandinavia。Compared with other large multinational retailers，IKEA did not choose to produce、Sales more products with the characteristics of the host country，But is more willing to invest in cultural knowledge transfer，That is to promote the Nakamian Navia culture in the host country or the target market，Then consumers accept their products。IKEA strives to maintain the common identity and image characteristics of its products，Construction and appearance design through unified product concepts，Production and sales products that can reflect Scandinavian lifestyles。Use the names or place names of the Scandinavian Navia region to naming the product，It is also one of the important marketing strategies that IKEA emphasize their product identity characteristics。There are restaurants in the IKEA store，Sales Scandinavia's Navia characteristic food，According to statistics，The sales quantity of some foods even exceeds the sales of IKEA home products。Wish to know，Diet is an important part of culture，Sales of these foods are also the Navia culture that IKEA promotes Stanker、One part of the product sales strategy。

Associate Professor CeCilia Cassinger, an associate professor at the Department of Strategic Communication at the University of Longde, Sweden, said，When people enter the IKEA store，I bet365 best casino games will find that I am surrounded by various items with Scandinavia，Actually in the past 30 years，IKEA uses the Nakkanna culture as part of its marketing strategy，​​Various concepts in the culture、symbol、Social philosophy and other commercialization and export to other countries and regions。On the market around the world，The Scandinavian story told by IKEA，Help yourself and other related companies get a positive image，Winned the recognition of local consumers。For example，It describes its founder as a frugality、Friendly and humble entrepreneurs and innovators，IKEA also obtained a knowledge -intensive corporate image focusing on innovation。Publicity efforts、The theme of self -reliance is an important aspect of the IKEA business model。IKEA focuses on "DIY" concept，Let consumers collect、Carrying、Transportation and assembly furniture，Experience myself and successfully complete the joy of work，It also makes the hard work of hand -assembled furniture more ritual。

IKEA has been promoting the transmission of "Lagom" and "FIKA" concepts。"LAGOM" has the meaning of "contentment" and "moderate" in Swedish，In real life，It can be understood as not extravagant、Not waste、Not excessive，can be understood as appropriate、Just right，It also means encouraging people to be more peaceful，less impetuous，and never think that you are superior to others。"FIKA" is the meaning of "Leisure Time to Drink Coffee Together"，"fika" can be anytime, anywhere，The most important significance is to let yourself slow down，Putting aside the pressure of life，Open your heart，Enjoy relaxed time。In Sweden，Cinnamon bread is the favorite meal cake when people when "FIKA"，IKEA has provided cinnamon bread and small cups of coffee in its restaurant for a long time，I hope to promote the dissemination of Swedish food and culture。

　　Social responsibility to undertake the culture of the mother country

Mirza thinks，Although the multinational company is an enterprise，The first pursuit of its pursuit、Bet365 lotto review The most important thing is profit，But from its business structure、Style and even employee composition and employees' personal education experience、Value, etc.，Create a living as a country、Developed legal person，multinational companies must have potential cultural identity，Its business activities must be in line with a certain practice，also represents a certain lifestyle or custom。The cultural tradition of its mother country will affect the multinational company in the subtle way，This impact will also be brought to other countries and regions with multinational companies' business activities overseas。Corporate image of multinational companies、Business concept、Business style、Products and services will bring the brand of its motherland culture，multinational company is one of the image representatives of its mother country，Its behavior will affect the image of the mother country。Therefore，With the expansion of its multinational business scope，Deepen of internationalization，A multinational company is obliged to improve its international competitiveness，Social responsibilities to assume the culture of maternal country culture。

multinational companies not only have the foundation and strength of cultural communication，Able to spread its mother country culture，And can drive cross -border flow through cross -border flow of economic elements，So as to achieve the rapid culture、Direct communication。With the deepening of economic globalization，Culture has become a resource or asset，Play an important role in exchanges and mutual learning in different countries and regions。By carrying out foreign investment，multinational companies can spread the culture of its mother country、Play an important role in promoting cultural exchanges。Cultural exchanges and mutual learning can also help multinational companies develop markets，needs to meet the needs of the host country，Reduce friction and resistance that may encounter in operations，Improve performance。In order to give full play to the cultural promotion Bet365 lotto review role of multinational companies，You can consider encouraging multinational companies to participate in cultural promotion and exchange through various policies and measures。

Of course，In the process of spreading the culture of the parent country，Pay attention to respecting the culture and social customs of the host country，Reduce the adverse effects caused by cultural differences，Avoid conflict，To maximize the well -being of the country and region。