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Mktg In China

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how enter the Chinese market with western brands and products

how enter the Chinese market with western brands and products


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  • 1. Business Models and Marketing Strategies for the Italian Companies Entering the Chinese Market Tiziano Vescovi Department of Business Economics and Management Università Ca’ Foscari Venezia Ca’
  • 2.  Literature analysis  Interviews  3 universities ▪ East China Normal University Shanghai ▪ Tongji University Shanghai ▪ Zejiang University di Hangzhou  14 Italian managers and officers in China  4 international experts in China  5 Chinese entrepreneurs  5 international scholars (Belgium, France, UK, USA)  150 consumers
  • 3.  several very different submarkets and subcultures  Inefficient market, very few external economies  Chinese people big bargainers
  • 4.  Confucius Influence  Harmonic relationship  Group orientation  Saving  Long term orientation  Influence of the Concept of centralized planning  Key components- QCG  Focus on Quality (reliability and duration)  Cultural Similitude  Global Accessibility
  • 5.  Ostentatious Use of Top brands more than in the West  Customer service should be really high  In Chinese society life styles are still very descriptive  Group is dominant on the individual therefore social reference brands are preferred
  • 6.  Expatriates with deep knowledge of local culture  High hierarchy  Need of relational skills, not only technical and managerial skills
  • 7.  There is a perception of Italian Style, but it is still confused  Economic ranking and international value as nation are important for the brand perception  Life style should be known and appreciated (identity) to give value to the brands/products
  • 8. Rotated Component Matrixa Component 1 2 3 Punctuality .807 .144 .035 Precision .768 .034 -.027 Industriousness .644 .114 -.019 Safeness .627 .059 .292 Economic Strength .589 .269 .113 Elegance/Refinement .260 .735 .054 Attracting Lifestyle -.036 .701 .197 Creativity .159 .681 .092 Perfection .229 .626 .102 Tasty food -.118 .487 .389 Quality .383 .472 .371 Beauty -.046 .173 .811 Friendly .198 .251 .718 Reliability .510 -.048 .585 Sun .036 .405 .436 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 5 iterations.
  • 9.  Westerns (mainly Italian companies) use in China a presumptuous attitude  The linguistic-cultural barrier is often underestimate
  • 10.  They should be adapted to the Chinese market (colours, sizes etc.)  They should be explained to the customers  The value components should be described and understood by the consumer
  • 11.  Problems in translating the brand name  Cultural-historical reference is really values important to build the brand value  Number 1 syndrome culture history
  • 12.  Sound similarity  Audi  Meaning creation  Heineken  Cultural similarity  Red Bull - Insead  Integration  Ikea
  • 13.  Classic media are still strong  Flagship stores really important  Sales Promotions and discounts really important  Frequent use of the mobile (sms)
  • 14.  Point of Sales Location (symbolic e commercial)  Local Partnership are difficult  Sales people training  Franchising is at the starting point  Concept “dreaming Italy”?
  • 15.  Arrogance attitude  Low end products thinking of a primitive market  Short term investment  Be alone
  • 16.  Cultural knowledge  Long term strategy  Manager knowing China  Partnership  Be able to adapt to the differnt (changing) markets of the Country
  • 17. ign des education service marketing