- A set of beliefs, customs, practices, and behavior that exists within a population. International companies often include an examination of the socio-cultural environment prior to entering their target markets.

- Social and cultural environment refers to the formation and change of social structure, social customs and habits, beliefs and values, codes of conduct, lifestyle, cultural traditions, population size, and geographical distribution. Any enterprise is in a certain social and cultural environment, and the marketing activities of enterprises are bound to be influenced and restricted by the social and cultural environment. Therefore, enterprises should understand and analyze the social and cultural environment, formulate different marketing strategies and organize different marketing activities according to the different cultural environment. The degree of education affects the difference between the consumer's demand for the function, style, packaging, and service of the goods. Therefore, marketing development, product pricing, and promotion activities should take into account the level of consumers' education and adopt different strategies. Religion is an important factor in the formation of social culture, and religion has a great influence on people's consumption demand and purchase behavior. Enterprises can take the influential religious organizations as their important public relations objects, and also pay attention to different religious beliefs in marketing activities, so as to avoid losses caused by conflicts and conflicts to the marketing activities of enterprises. Value concept refers to people's attitude and opinion about all kinds of things in social life. Under different cultural background, people's values often have great differences in the consumer goods logo, color, style, and promotion have their different opinions and attitudes appraise. Enterprise marketing must design the product according to the different values of the consumer and provide the service.