Coca Cola's Success in China

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Brand culture and consumption: Chinese consumers and the foreign brands Chen LI Doctorante en science de gestion GREFI Université d’Aix- Marseille III Chambre 369, Cité universitaire Les Gazelles 13621 Aix en Provence Tél.: 06 67 38 65 51 Email:lclclichen@hotmail.com L’auteur tient à remercier le professeur Jean PHILIPPE pour ses précieuses suggestions portant sur la structure de cet article Brand culture and consumption: Chinese consumers and the foreign brands Abstract: China approaches a new phase of its economic development, during which foreign brands are not any more in the same position towards Chinese consumers. The consumers' attitudes towards the international brand have long been the subject of numerous studies in the western countries. Yet they are not sufficiently studied on Chinese consumers even if they may assume greater importance. Until now, the very strong preference for the foreign brands particularly the first choice brands of the Chinese consumers corresponded to socio - cultural characteristics of the country, as the concern of the hierarchy, the collectivism. This paper puts forwards a model of the preference of Chinese consumers for foreign brand. It draws a conclusion that it is important to understand the symbolic values of prestige required by the Chinese. To be successful in china, the foreign brands have to follow the rules of the games which govern this market. Key words: Chinese consumers, foreign brand, country of origin, symbolic value, socio cultural characteristics, Chinese culture, competition 1 Brand culture and consumption: Chinese consumers and the foreign brands An implementation of an opening up to the outside world has transformed the Chinese economic landscape since the 1970s, to a society of consumption. As the fourth largest economy entity in the world, China has achieved a gross domestic

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