Research Frontiers on the International Marketing Strategies of Chinese Brands PDF Download

Author: Zuohao Hu
Publisher: Routledge
ISBN: 1317205928
Category : Business & Economics
Languages : en
Pages : 336

View

Book Description
This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.

Author: Zuohao Hu
Publisher: Routledge
ISBN: 1317205936
Category : Business & Economics
Languages : en
Pages : 222

View

Book Description
This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.

Author: Jiagui Chen
Publisher: Routledge
ISBN: 1317482808
Category : Business & Economics
Languages : en
Pages : 222

View

Book Description
This book, together with Economic Development and Reform Deepening in China is a collection of papers written in recent years about maintaining economic growth, managing inflation, the relationship between growth and structural adjustment, control of price growth, maintaining stable economic development, and other relevant aspects of macro-control, economic development, and deepening reform. Chinese government adopts many of the recommendations put forward by the book.

Author: Yunxian Chen
Publisher: Taylor & Francis
ISBN: 113487782X
Category : Business & Economics
Languages : en
Pages : 230

View

Book Description
Over the past several decades of reform and opening up to the outside world, remarkable economic growth has been achieved in China and has drawn considerable world attention. The question of how to explain that phenomenon and the road China has taken towards its modernization have been the focus of attention from worldwide economists and experts. This book attempts to explore China's economy from the perspective of government foresighted leading which gives full play to government functions, particularly those of regional governments. On the one hand, government foresighted leading enables government to exercise foresighted leading by means of foundations, mechanisms and regulations of market economy. On the other hand, it could reduce government malfunction and minimize the cost of remedying defects. Government foresighted leading theory is an important innovation and contribution to the theoretical configuration of economics. It not only offers an explanation of China's continuous economic growth, but further classifies economics into microeconomics, macroeconomics and mezzoeconomics which includes regional economics, industrial economics or structural economics, supplementing the traditional microeconomics and macroeconomics system.

Author: Ilan Alon
Publisher: Praeger
ISBN:
Category : Business & Economics
Languages : en
Pages : 360

View

Book Description
Twenty-one contributions, presented by Alon (international business, Rollins College), integrate research relating Chinese economic transition to marketing, management, and strategic consequences for foreign and Chinese firms. Three sections look at international marketing in China, development and competition in selected industries, and state-owned and collective enterprises. The papers range from comparative treatments of practices and institutions in China and the West to discussions of the relationship between Chinese policies and multinational companies' hopes for profits from Chinese ventures and markets. Annotation (c)2003 Book News, Inc., Portland, OR (booknews.com).

Author: Isabelle Idrac
Publisher: GRIN Verlag
ISBN: 3656477035
Category : Business & Economics
Languages : en
Pages : 97

View

Book Description
Master's Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Tongji University, language: English, abstract: The Chinese market has become very attractive for Western companies. It is a huge consumption market with more than 1, 3 billion inhabitants and it is at the same time a goods’ provider with a very low labor cost. Western companies can nowadays be very successful in China because the population knew lately huge changes. Chinese people purchasing power is rising and they can afford goods that they could not reach before because it was too expensive or not available. The development of a rich elite and a large middle class has been accompanied by a rising strong taste for Western image, particularly in the luxury field. But the Chinese market is still quite different than Western ones. The Chinese culture is totally divergent than in the West and the economy doesn’t work the same way and that impact on the Chinese consumers’ profile. Besides, there are huge inequalities in China since the whole country doesn’t evolve in a homogeneous way. To be successful on this market for a Western brand, it is necessary to develop a marketing strategy adapted to the Chinese consumers’ expectations according to the products’ activity segments. In the present thesis, we study which marketing strategy a Western brand should follow to be successful on the Chinese market according to its activity segment. Indeed, we assume that a mass market brand should rather follow a Chinese consumer’s adapted strategy and that a luxury brand should keep the same Western strategy in China.

Author: Yigang Pan
Publisher: Psychology Press
ISBN: 9780789011886
Category : Business & Economics
Languages : en
Pages : 224

View

Book Description
Learn the secrets of doing business successfully in China! From tips on how to run joint ventures with Chinese companies to research on the tastes of Chinese consumers, Greater China in the Global Market contains the most up-to-date information on business and marketing strategies in China. This volume brings you the practical advice and empirical research of top experts in the field, including John Farley of Dartmouth College, John Child of Cambridge University, and Rohit Despande of Harvard University. Tapping China's huge economy can be highly profitable, but only if you understand the subtleties of doing business in the Chinese culture. Greater China in the Global Market offers insider's views of guanxi, the Chinese concept of relationship that can make or break international business ventures in China, as well as the expertise in Chinese corporate and consumer cultures you will need to establish successful business strategies. Greater China in the Global Market presents a comprehensive view of the essential factors in marketing to China, including: the difference in corporate culture between joint ventures and state-owned enterprises the most effective ways to manage the value chain activities in joint ventures the merits and limitations of various entry strategies, including umbrella companies, franchising, and contractual joint ventures, among others the influence of risk-absorption capability and risk-dispersion mechanisms on the choice of entry mode the factors that influence timing your entry into the market the changing tastes of Chinese consumers the correlation between brand consciousness and income in younger consumers a thorough literature review of twenty years of marketing research on China Greater China in the Global Market is a valuable resource for front-line marketing executives in China as well as corporate decision makers in their headquarters at home. It is a must read for academics and business practitioners with an interest in China.

Author: Emily Bloom
Publisher: GRIN Verlag
ISBN: 3668077568
Category : Social Science
Languages : en
Pages : 19

View

Book Description
Seminar paper from the year 2014 in the subject Cultural Studies - Miscellaneous, grade: 1,0, University of Greenwich, language: English, abstract: This paper discusses the influence of Asian cultural identity on Global Marketing. Over the course of the past decades globalisation has had a great impact on the every day lives of people around the globe. Due to the advances in technology and new inventions, such as the internet and therefore the diminishing of boundaries, people from various countries of the world are now more than ever able to be connected to each other, travel and overcome far distances, as well as purchase and consume products and services from all over the world. The benefits of globalisation not only influence people in their daily lifes, but can also be applied to the way in which companies organise themselves as well as operate in their home and foreign markets. The rise of global companies that sell and market products in foreign countries affected organisational work and created the need for global marketing strategies. In order for these strategies to work the different cultural backgrounds and values of customers need to be taken into account. Mooij supports this idea by pointing out, that in order for marketing or advertising to be effective it “must include values that match the values of the consumers being addressed“ (Mooij, 1998, p.91). Mooij explains further, that the way in which consumers behave and are motivated largely depends on their culture, which is why marketing strategies need to be relevant to the culture of the consumer they are trying to address (Mooij M. D., 1998). This explains why marketing managers today face a number of challenges and are influenced by the cultural identity of the country they are marketing a product in. Asia has one of the largest economies of the world which makes it extremely attractive for companies seeking to expand globally. East Asia alone is home to about 20 percent of the world’s population and is likely to make up an equally high share of the world trade (Chaze, 2010). In the following, this essay will try to explain how the Asian culture in terms of group, family and status orientation might culturally influence the way in which foreign companies market their products to Asian consumers as well as discuss possible practical measures that should be taken by international marketers in this context.

Author: Jing Wang
Publisher: Harvard University Press
ISBN: 0674268237
Category : Business & Economics
Languages : en
Pages : 428

View

Book Description
One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Jing Wang’s experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system. Brand New China offers a detailed, penetrating, and up-to-date portrayal of branding and advertising in contemporary China. Wang takes us inside an advertising agency to show the influence of American branding theories and models. She also examines the impact of new media practices on Chinese advertising, deliberates on the convergence of grassroots creative culture and viral marketing strategies, samples successful advertising campaigns, provides practical insights about Chinese consumer segments, and offers methodological reflections on pop culture and advertising research. This book unveils a “brand new” China that is under the sway of the ideology of global partnership while struggling not to become a mirror image of the United States. Wang takes on the task of showing where Western thinking works in China, where it does not, and, perhaps most important, where it creates opportunities for cross-fertilization. Thanks to its combination of engaging vignettes from the advertising world and thorough research that contextualizes these vignettes, Brand New China will be of interest to industry participants, students of popular culture, and the general reading public interested in learning about a rapidly transforming Chinese society.

Author: Wang, Cheng Lu
Publisher: IGI Global
ISBN: 1466662433
Category : Business & Economics
Languages : en
Pages : 337

View

Book Description
"This book provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies"--Provided by publisher.