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On transnational marketing in China culture change strategy

Author: HanJingWang From: www.yourpaper.net Posted: 2010-06-24 10:10:53 Read:

Abstract: in the context of accession to the WTO, China's enterprises to enter the international market, we must adopt a flexible and pragmatic marketing strategy in transnational marketing, based on adapting to foreign culture on the innovation of national culture.Therefore, we must take corresponding culture change, cultural study, cultural adaptation and cultural innovation.
Keywords: the international marketing; cultural studies; cultural adaptation; cultural innovation

In today's world, a country's national power depends largely on the country's economic development level, and a country's economic strength depends largely on the country's enterprises in the international economic competition in performance.Throughout the economy, without having a number of multinational corporations in active stage of international economy.WTO provides access to the international market, grow into international economic giant opportunities for Chinese enterprises, but the understanding and familiar with international markets, in Europe and the United States enterprises home and competition, domestic enterprises should make greater efforts.Of course, the domestic enterprises to develop transnational marketing we found, domestic enterprises in foreign markets to the cultural environment, the cultural advantages, there are still a lot of problems, and even can be said that, the vast majority of cases are related.Therefore, Chinese enterprises should adopt a flexible and pragmatic marketing strategy, to learn, adapt to different cultures, and on the basis of cultural innovation, our culture to the world, at the same time, our products and services to a form of culture is rooted in other countries.
, culture learning
"Know yourself as well as the enemy, know yourself", "knowledge has no limit." there are many, such as Chinese, it reflects the Chinese have a good school culture, we now enterprise stand in the international giants face only childlike young, which requires our enterprises to be more committed to the international marketing of culture in the process of learning.
(a) must learn from foreign enterprises in China the success of cultural adaptation and innovation of
First, the localization is the victory of the Multi-National Corporation.On the first day of Multi-National Corporation in China will carry out most incisive localization strategy in china.The Chinese localization advantage is to arouse the Chinese audience resonance first.It uses the nationality of China shows a Chinese audience are familiar with the culture, which has the same cultural background of the audience have the ability to fully know the solution.But, because of the localization is relatively small, or relatively traditional, localization performance or content is often covered with a layer of mystery, strange color, easy to get the attention of the audience.Therefore, multinational companies to China mostly take the localization strategy, in order to get China to the brand, the product of intimacy, to eliminate cultural discomfort.
Second, learning government relations, Multi-National Corporation localization strategy of goodwill.Multi-National Corporation usually without entering into Chinese or China, will take the form of government public relations, in order to establish a good relationship with the government.On the one hand, reduce the enterprise in China because of political factors and frustration may, on the other hand, close relationship with local consumers, so that they have a crush on the enterprise and its products.Motorola before entering China with huge investment to the top shows that China's determination to take root, consistent with the policy of the Chinese government.From the beginning of 2000, Motorola take improvement and coordination of relations between China and the United States government, support China's accession to the WTO, support China's bid to host the Olympic games.And active investment in Western China, the investment of project hope, support Chinese education.Motorola effort has been generally praised the Chinese government and all circles of the society, the enterprise brand with "social good citizens" of the image has already make known to every family.
(two) learn and study of China's enterprises in the transnational business lessons and successful experience of
China in recent years, the emergence of many multinational executives, most of them have tried to fail, but they failed to provide us with valuable experience and lesson, we should make the right choices from learning and thinking.Chinese delegation for the promotion of Chinese tobacco cigarette culture, commodity exhibition at the gate of the United States of America Public cigarettes, was disgusted, no small shock to China's marketing, marketing managers started to pay attention to the foreign culture learning.Since like battery "WHITEELEPHANT" as the brand name, defeat in Europe, where, the elephant is considered not auspicious symbol.All these show that Chinese enterprises must pay attention to cultural adaptation in the marketing mode.
In addition, the overseas "localization" is a "threshold" of any enterprises in our country are unavoidable, many excellent enterprises in China to enter the overseas began overseas localization strategy.Haier, TCL has appointed a large number of overseas local talent, in the establishment of overseas R & D, production, marketing mechanism, imitate the overseas enterprise to establish the most effective organization structure, so that their products have become overseas people favored products at the same time, we also learn they do not give up their best things, rather than blindly to cater to the exotic culture.Haier with cheap and its high "made in China", also won the international market respect, Haier the trinity of local market innovation model and the "brand, the market, the core competitiveness of the core value of" three "Haier understanding" the Zhang Ruimin of the Harvard won applause.
(three) the study of law of international practice, countries, in compliance with international industry standards
Chinese traditional culture determines the Chinese law and contract consciousness, on the contrary, most of the countries of the legal and contractual compliance requirements almost harsh, in China a paper contract to merchants restrict far not as strict in foreign markets.This conflict caused by cultural differences are irreconcilable, it puts forward that it is necessary to study and adapt to the request of our multinational enterprises, otherwise it may make commercial credibility, but to withdraw from the international market competition.And the laws of the country, and not the same, only the advertising law of unfamiliar can lead to complete failure of the marketing plan.Legal restrictions on the media, will make our culture communication blocked.We use the price war will be considered unfair competition, we each introduced new product must consider to have infringed the patent of others.We only learn and obey the rules, standards and laws can nip in the bud.
two, cultural adaptation
Cultural learning has provided a lot of success and lessons of failure and a large amount of information for us, we learn in order to better adapt to know yourself as well as the enemy, in the process, reduce conflicts caused by the differences of the.
There are more than 450 languages in the world.A cultural mark their consumption habits, consumption of goods and services are branded consumer perception, which is hard to please and satisfy the actual.Cultural differences lead to more detailed market segmentation, market segmentation more on marketing to adapt to the requirements of the higher.As AlmaWintu, Dr. Wimsatt pointed out: "not to know each other in view of culture or is the premise of morality is to enter the international market is very dangerous action".And from the macro, for the future of the global market, if an enterprise does not to overseas "localization", internationalization is impossible, it is a part of enterprise internationalization strategy.Therefore, relative to the different culture, the enterprises in our country should adopt a flexible and pragmatic marketing strategy, relying on talent localization, the choice of internal organization and management mode suitable for the target market of China, production to adapt to local consumers hobby products to meet the consumers of different cultures.
(a) the internationalization of talents and
The local culture to adapt to fundamentally talent is the enterprise in the thought.The first step in the localization of many multinational companies took their overseas localization is staff, enabled many familiar with the local culture and market personnel or personnel of local.Our company 4A basic enabled local managers, Procter & Gamble Company to enter the Chinese market for one year to realize the transformation of 99% expatriate employees 1% local employees to local staff of 1% expatriate employees 99% local employees to 100%.These outstanding enterprises take the talent localization strategy, for all of them into Chinese culture and speed up the pace, but also provides many successful experiences and methods for the enterprises of our country.Using large numbers of local employees first because local people have a better understanding of the local market situation, in the specific operation to enable enterprises to avoid detours, reduce the "discomfort" time; secondly, the local people know more about the local culture, employees and consumers closer to home, and facilitates the removal of barriers to communication, reduce the human capital.
Therefore, China's enterprises to enter the international market for local adaptations must experience the process of local talent.To train a number of familiar with the local cultural talent to enter the international market, and then enable parts of local talent, and gradually increase the proportion of local talent in the enterprise management layer, until completing the talents of all localization.Now,
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