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On the cultural change in China's multinational marketing strategy

Author: HanJingWang From: www.yourpaper.net Posted: 2010-06-26 17:56:25 Read:
Abstract: In the context of accession to the WTO, China's enterprises to enter the international market, it is necessary to adopt a flexible and pragmatic marketing strategies in international marketing, innovation to adapt to foreign cultures on the basis of their culture. Therefore, we must take the appropriate cultural change, cultural learning, cultural adaptation and cultural innovation.
Paper Keywords: international marketing; cultural learning; acculturation; cultural innovation
Today's world, a country's national strength depends largely on the the country's economic level of development, rather a country's economy strength of the again in to a large extent the the performance of of depends on the enterprise of the the country in the the international economic competition in the. Throughout the an economic powerhouse, and both has a group of multinational corporations to became well-known in the the international economic arena. WTO for Chinese enterprises to provides a enter the international market, grow into an international economic giant the opportunity to, but to understand and become familiar the the international market, in the the the the home countries of of the Europe and the United States enterprise and its expand the competition are, yet to the domestic enterprises to make a greater efforts to. Analysis of domestic enterprises to carry out cross-border marketing course, we found that domestic enterprises in the cultural environment to adapt to a foreign market, the use of our cultural advantages, there are still a lot of problems, and even can be said that most of the cases of failure are related to this. Therefore, China's enterprises should be taken to the a flexible but also and pragmatic marketing strategy, to go learn, to adapt to the of different cultures, and to the conduct of cultural innovation in the this on the basis of, to selling our cultural passed to the the countries in the world, at the same time put our products and services submitted in order to one of the cultural rooted in the form of to other countries.
First, the. Cultural learning
, "If you know the enemy and know, know yourself", "life-long learning", such a China As the old saying there are many, it reflects the to China has a the eager to learn of of the national culture, and now our enterprise standing on the the in front of of the international giant people's also only a childlike young, this requires that our enterprise is more you want to committed to the the cultural learning in the the in the cross-border marketing process.
(A) must learn foreign enterprises in China successful cultural adaptation and innovation
The first, localization is the the the of the of the the victory of of multinational corporations. Implement the by the multinational companies in the the first day of of the set foot on China of Homeland will be the the China localization strategy most vividly. The use of the advantages of localization lies first and foremost to arouse the sympathy of the audience. It uses the Chinese national character to show a kind of Chinese audiences are familiar with the culture, the audience have the ability to have the same cultural background is fully aware of the solution. Localization is relatively small minority, or relatively traditional, the localization performance or content tend to be covered with a layer of mystery, strange colors, easy to win the audience's attention. Therefore, multinational one to mostly take immediate localization strategy to win the Chinese audience to the brand, the intimacy of the product, to eliminate the cultural discomfort.
Second, learning the multinational government relations, localization Goodwill strategy. The multinational companies usually in the did not enter the China or after the the take root in China, the would be adopted to the in the form of of the government public relations, with a view to the establish a good relationship with the Government. The one hand, to reduce the possibility of the enterprises in China suffered a setback due to political factors, on the other hand, closer relationship with the local consumers, enabling them to create a good impression of the company and its products. Before entering China, Motorola huge investment to the top that take root in China's determination, consistent with the policy of the Chinese government. From the beginning of 2000, Motorola initiative to undertake the improvement and coordination of China's relations with the U.S. government to support China's accession to the WTO, China's bid to host the Olympic Games. Another take the initiative to is investment to the western, to invest in Project Hope, support for China's the cause of of Education. Motorola's efforts have been the the universal praise from of the the Chinese Government and social from all walks of life, the already a household name of the its corporate brand With the the the the image of of the citizen "on" social good.
(B) and learn the lessons from the failure of the Chinese enterprises in transnational business and successful experience
China has emerged in recent years a number of multinational operators, most of them tried to fail, but their failure to provide us with valuable experience and lessons learned, it is that we make the right choice from the learning and thinking. Chinese tobacco delegation to promote tobacco culture, the door of the exhibition of goods in the United States openly cigarettes, was disgusted, no small shock to the marketing industry in China, marketers began to show concern for foreign culture learning. Self-elephant the battery The world's will "WHITEELEPHANT" as a the brand name, its defeat in Europe three site, in because to in the there, white elephant be deemed to do not auspicious a symbol of. These All this shows that that the the China's enterprises in the marketing the way that must be pay attention to cultural to adapt to.
In addition, overseas "localization" of any enterprise can not avoid a "Hum", many of our outstanding enterprises to overseas introduced overseas localization strategy. Haier, TCL are appointments were made a large number of overseas home-grown talent, to establish a production, R & D, marketing agency in the overseas, imitate the the way of the overseas enterprises to the establishment of the the most effective the organizational structure of, so that the their products also became a the People's the favor of of overseas the products at the same time of, we would also like to learning they insist on to do not give up their own the most of outstanding things, rather than blindly to go cater to a culture of exotic. Haier with its cheap and high quality "Made in China", also won the respect of the international market, Haier Trinity local market innovation mode and the three core values ??of the brand, the market, the core competitiveness "," Haier of understanding of Zhang Ruimin won applause before the rostrum.
(C) study of international conventions, national laws to comply with international industry standards
China's traditional culture determines the Chinese people have poor awareness of the legal and contractual, but on the contrary, most of the countries to comply with the requirements of law and contract almost close to demanding a contract in China for businessmen constraints may be far in foreign markets 279.That 's strict. These cultural differences caused by the conflict is irreconcilable, multinational necessary to learn and adapt to the requirements of, or is likely to make business reputation in tatters, no choice but to withdraw from the race of the international market. And national legal variety, and not the same, only the Advertising Law are not familiar with it will lead to a complete failure of the entire marketing program. National legal restrictions on the media, we will be cultural transmission is blocked. Our usual price war would be considered unfair competition, must take into account each introduced as new products did not infringe the patents of others. We only have to learn and comply with these requirements, standards and laws in order to take preventive measures.

Second, the cultural adaptation
Cultural learning provides us with a lot of success stories and failures as well as a lot of information that we learn to know ourselves in the process, reducing the conflicts caused by the differences in order to better adapt.
The world have more than 450 kinds of the culture of the text. Consumption habits and consumption patterns as well as the perception of the goods and services are branded with the mark of their own culture, so that the consumers actually hard to please and meet. Cultural differences lead to a finer market segmentation, the higher the higher the degree of market segmentation to adapt to the requirements of marketing. As Dr. AlmaWintu-Wimsatt pointed out: "do not understand each other concept of cultural or moral premise of access to international markets is a very dangerous action." Macro for the future of the global market, if a company can not do overseas "localization", international will be out of the question, it is part of a strategy of internationalization of the firm. In Therefore, the relative to the the different cultures, China's enterprises should to take the a flexible but also and pragmatic marketing strategy, to rely on the of Talents' Localization, select the suitable for the target market States to the internal organization of form of management, are production to adapt to in order to meet the of consumption under a in the of different cultures to the products hobby by the local consumers those who.
(A) international talent
Localized cultural adaptation is fundamentally enterprise talent in the ideological adaptation. Many multinational companies towards their overseas localized first step is the localization of the staff, to enable a large number of familiar with the local culture and talent of the market or of direct local talent. 4A of our basic enable local managers, P & G entered the Chinese market took a year to achieve a local staff of 99% of the foreign employees 1% 99% to 1% of the foreign employees of local employees to 100% localized changes in staff. These enterprises to adopt the strategy of local talent, both for their integration into the Chinese culture to speed up the pace, but also for Chinese enterprises to provide a number of successful experiences and methods. Enable a large number of local employees first because local people a better understanding of the local market, to enable enterprises to avoid detours, reduce the time of "discomfort" on specific business operations; Second, local people know better the local humanities closer to the local community the the employees and consumers, and there are conducive to to remove the communication barriers, reduce the life and put on human capital..
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