Особенности ведения бизнеса в Китае (The peculiarities of marketing strategy development in China)

  • Просмотров 1520
  • Скачиваний 197
  • Размер файла 22
    Кб

Эстоно-американский бизнес колледж кафедра менеджмента и маркетинга Р Е Ф Е Р А Т «THE PECULIARITIES OF MARKETING STRATEGY DEVELOPMENT IN CHINA» Исполнил: Торп Андрей Группа ЕТ 402 Проверил:Шпилёв Андрей Т А Л Л И Н Н 2003 СONTENTS 1.Introducing…………………………………………………………………………3 2.Lobbyng……………………………………………………………………………5 3.Budget offer………………………………………………………………………..8 4.Technical discussions……………………………………………………………...9 5.Final

offer…………………………………………………………………………10 6.Formal negotiations……………………………………………………………….11 7.Managerial implications…………………………………………………………..13 8.Conclusions……………………………………………………………………….15 INTRODUCING Since the 1970s,when China’s foreign trade policy was liberalized ,many Western firms have been very enthusiastic about capturing this market of over one billion consumers. On average ,throughout the 1980’s ,China was visited by one Western government ad- visor every week.This interest of Western authorities and businesses can be compared with Western interests in Japan,a far more

important trading partner.Western busines- ses’ interest in China decreased somewhat after the Tiananmen Square incident in 1989. However,interest from trade and industry continued ,and increased even more in the 1990s.Lately,West European governments and businesses have also shown the interests in China.The picture is not much different where American interests in this market are concerned.In 1980s the trade between USA and China rose to more than US $ 5 billion In these years,there was great demand in American goods.The trade relations between the USA and China received a serious set-back after the 1989 incident.But the interest in China,both from the authorities and the business sector in the USA revived again when it was given the ranking of most-favoured nation (MFN) in

the mid-1990s. Since 1979,when the new regulating joint ventures was introduced by the Chinese government ,there has been a tremendous increase in joint-venture agreements with agreements with foreign investors.In 1984,China signed 741 equity joint-venture agreements with foreign investors.By the end of 1987,the number of enterprises with foreign investment in China exceeded 10,000 with a total coctract value of almost US $ 22billion and paid-in value in excess of US $8.5 billion.In October 1984,the government declared that central planning would no longer be used and that a system of interfirm contracts would be utilized to facilitate the distribution of raw materials and goods.During the same period four special zones Economic Zones (SEZs) were established to encourage foreign

investment.As a result,foreign direct investment increased and attained real momentum in 199-1991.By 1995,it had reached more than $ 30 billion. In spite of this revived interest and fact that the Western companies have been dealing with Chinese for almost two decades,these firms are now facing difficulties in negotiating business deals with China.We believe that, basically,the problem is one of understanding Chinese culture and perculiarities in behaviour .Such an understanding Chinese culture is essential to do business in China and to maintain business relationships in the long run. We all know that negotiation process is considered as an interaction process of reaching agreements to provide terms and conditions for the future actions of the parties involved. Being a