Coca Cola's Success in China

brand name culture and consumption: Chinese consumers and the out-of-door stigmatizes subgenus Chen LI Doctorante en science de gestion GREFI Université dAix- Marseille lead 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 blue jean PHILIPPE pour ses précieuses suggestions portant tire la structure de cet obligate  grease culture and consumption: Chinese consumers and the contradictory brands snarf: China approaches a new microscope stage of its stinting development, during which foreign brands argon not any much in the similar position towards Chinese consumers. The consumers attitudes towards the international brand have ache been the subject of numerous studies in the occidental countries. Yet they are not sufficiently studied on Chinese consumers crimson if they may assume greater importance. Until now, the really strong disc ernment for the foreign brands particularly the first weft brands of the Chinese consumers corresponded to socio - cultural characteristics of the republic, as the concern of the hierarchy, the collectivism. This paper puts onwards a object lesson of the preference of Chinese consumers for foreign brand. It draws a conclusion that it is essential to understand the symbolic values of prestigiousness required by the Chinese.

To be successful in china, the foreign brands have to bond 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 cons! umers and the foreign brands An implementation of an breeze up to the outside world has transformed the Chinese economic landscape since the 1970s, to a society of consumption. As the fourth largest birth entity in the world, China has achieved a gross domestic convergence (GDP) amounting to 2,200 billion in 2005 (21). With an average annual growth prize of 9.4%...If you want to get a full essay, order it on our website: OrderEssay.net

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