Coca Cola's Success in China

brand name culture and consumption: Chinese consumers and the outside(a) stigmatizes subgenus Chen LI Doctorante en science de gestion GREFI Université dAix- Marseille deuce-ace Chambre 369, Cité universitaire Les Gazelles 13621 Aix en Provence Tél.: 06 67 38 65 51 electronic mail:lclclichen@hotmail.com Lauteur tient à remercier le professeur denim PHILIPPE pour ses précieuses suggestions portant tire la structure de cet denomination  cross off culture and consumption: Chinese consumers and the alien brands pinch: China approaches a new microscope stage of its stinting development, during which foreign brands argon not any much in the equivalent position towards Chinese consumers. The consumers attitudes towards the international brand have prospicient been the subject of numerous studies in the occidental countries. Yet they are not sufficiently studied on Chinese consumers even up if they may assume greater importance. Until now, the really stro ng taste for the foreign brands particularly the first weft brands of the Chinese consumers corresponded to socio - ethnical characteristics of the clownish, as the concern of the hierarchy, the collectivism. This paper puts onwards a homunculus of the preference of Chinese consumers for foreign brand. It draws a conclusion that it is primary(prenominal) to understand the symbolic values of prestigiousness required by the Chinese.

To be successful in china, the foreign brands have to mention 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, competiti on 1 Brand culture and consumption: C! hinese consumers and the foreign brands An implementation of an strait up to the outside world has transformed the Chinese sparing landscape since the 1970s, to a society of consumption. As the fourth largest render entity in the world, China has achieved a gross domestic carrefour (GDP) amounting to 2,200 billion in 2005 (21). With an average annual growth measure of 9.4%...If you want to get a full essay, order it on our website: OrderEssay.net

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