In the united states of america , there are many studies about cross - cultural management in many fields in 1960s and 1970s , and many in - depth researches of cross - cultural marketing in many fields in 1990s and the beginning of the 21st century . however , in china , there are a few issues about cross - cultural management and cross - cultural marketing in recent years 美国在20世纪六七十年代就对跨文化管理进行了各方面的研究，到了20世纪九十年代又针对营销中的跨文化问题进行了深入的探讨；而在中国对跨文化管理和跨文化营销的探讨也仅仅是在最近几年才刚刚兴起。
Chapters summarizes the trend of modern commerce development that composite commercial buildings will be divided further , with the advance of technology , culture and environment conservation . then the author addresses on electronic business , ecologic shops , stores in residential area and culture selling concept 5 、结合现代经济、技术、文化、环保的发展的要求，介绍了当今复合商业模式在城市化发展下的进一步细分的趋势?如电子商业、生态化商业设施、文化营销方式以及住区商业。
The introduction talks about the status quos of cross - cultural management and cross - cultural marketing , the apparent analyses of three cases about cross - cultural marketing and the meaning of researching cross - cultural marketing patterns in the beginning part of the issue . the second part analyzed culture and cross - cultural marketing & its characteristics 在论文的引言部分中，谈及了跨文化管理和跨文化营销在国内外的研究现状，并对三个跨文化营销方面的案例做了比较深入的分析，从而明确了研究跨文化营销模式的意义。
In the end , it talked about the innovations and the shortages of this issue . the innovations are the " m " cultural pattern , the cross - cultural marketing ' s definition and its characteristics , and the three cross - cultural marketing patterns which this issue brings forward . the shortages are the lacks of the first - hand information and the depth to the issues about the three cross - cultural marketing patterns 创新之处在于提出“ m ”文化模式、一三个层次的跨文化营销模式和跨文化营销的定义及特征，总结了两种跨文化营销， l戊略的优缺点与适用条夕;论文的不足之处在于缺乏对文化差异的深刻体会而造成很多论点深入不卜去，此外还缺乏一手资料。
The third part anatomized the cultural patterns , concluded the " m " cultural pattern in relation with marketing , defined the pattern of cross - cultural marketing , and classified the pattern of cross - cultural marketing at many points of view . the following three parts respectively analyzed the common cross - cultural marketing pattern , the special cross - cultural marketing pattern and the individual cross - cultural marketing pattern in detail 在论文的第三部分通过对文化模式的广泛了解和细致分析，首次总结并提出了与跨文化营销有密切关系的“ m ”文化模式，并对跨文化营销模式下了一个比较清晰的定义，创造性地对跨文化营销模式从不同的角度进行了分类。
