Abstract: Cultural difference is one of the important factors influencing international marketing. It has been the focus of investigation on how to describe accurately the cultural difference through unified mode in the marketing theory for a long time. It is the common visual angle of study to tell the difference by the unified index. Its research approaches go through the changes from the sociology method to positive personality-centered method, in which Hofstede made a foundational contribution; Schwartz' s model was regarded as the research of greatest vitality; the model of Terry Clark integrated the influences of cultural differences on both consumers and marketing people.