Chapter 1: How Chinese Business Culture Affects Operational Decisions: Product Features, Marketing, Advertising, Pricing, Corporate Culture

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Chapter 1: How Chinese business culture affects operational decisions: product features, marketing, advertising, pricing, corporate culture 1.1 Product features HSBC states (2010) in their study that international entrepreneurs make one serious mistake when targeting the local Chinese market and expanding service and products there. Very often companies target the overall Chinese market, assuming that perceptions, desires, consumer behavior patterns of people living in various areas and regions of China are the same (HSBC, 2010). However, there is the great number of sub markets with its own customers` wants, living standards, purchasing power and even languages (HSBC,2010; Ediplomat, 2013). Therefore, products` and services` features and added values should be aimed at the specific customer base`s needs. There is an interesting attribute of Chinese consumers` behavior in terms of Western brands. In cases when a company that expanding to China has a variety of products with the strong brand awareness worldwide, such company`s products will be recognized and highly valued in China as well (Matthew and Hedley, 2013). Matthew and Hedley state (2013) that the majority of Chinese consumers perceive Western brands as high quality products/services. Also Matthew and Hedley investigate (2013) in their research that Chinese consumers focus on the quality of products, while need to received the full explanation of added values, specifications. In other words, Chinese buyers need to know exactly for what they pay for and the quality is of crucial importance for them. It should be pointed out that the overall selling process from the entire features of foreign products to the marketing and advertising campaigns is more complex and requires more time than the selling process of local products (Matthew and Hedley, 2013). In other words, local consumers should be

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