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 third 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 dung are PHILIPPE pour ses précieuses suggestions portant tire la structure de cet name  carry culture and consumption: Chinese consumers and the outside(prenominal) brands nonfigurative: China approaches a new microscope stage of its stinting development, during which foreign brands are not any much in the akin position towards Chinese consumers. The consumers attitudes towards the international brand have enormous been the subject of numerous studies in the occidental countries. Yet they are not sufficiently studied on Chinese consumers all the same if they may assume greater importance. Until now, the really strong perceptiveness for the foreign brands particularly the first weft brands of the Chinese consumers corresponded to socio - heathenish characteristics of the inelegant, as the concern of the hierarchy, the collectivism. This paper puts onwards a puzzle of the preference of Chinese consumers for foreign brand. It draws a conclusion that it is measurable to understand the symbolic values of prestigiousness required by the Chinese.

To be successful in china, the foreign brands have to note 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, competi tion 1 Brand culture and consumption:! Chinese consumers and the foreign brands An implementation of an check over up to the outside world has transformed the Chinese economic landscape since the 1970s, to a society of consumption. As the fourth largest pitch 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 appraise of 9.4%...If you want to get a full essay, order it on our website: OrderEssay.net

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