Billions: Selling to the New Chinese Consumer

ISBN-13: 9781403976635 / Angielski / Miękka / 2007 / 240 str.

Tom Doctoroff

Opis

This book cracks the code of marketing to the New Chinese Consumer--all 1.3 billion of them. Marketers of some of the world's leading brands come to China without any clear understanding of their new audience. But the same rules do not apply in China. Doctoroff delves into the psychology of contemporary Chinese consumers to explain the importance of culture in shaping buying decisions. He provides insight into consumers' fundamental motivations and reveals mistakes which many multinational competitors make. Anyone who plans to do business in China--especially those preparing for the 2008 Olympics in Beijing--shouldn't be without this book.

Spis treści

PART 1: CHINESE CULTURE AND BUYING MOTIVATIONSBig Dreams, Small Potatoes: The Motivations of China's New Middle ClassDreams and Disasters: China's Mass Market MindsetBalancing Half the Sky: What Chinese Women WantThe Mind of Chinese Men: The Anxiety of Disorientation'Conformist Individualism'and Chinese YouthThe'Chinese-ness'of the Mainland vs. Hong Kong and TaiwanPART 2: THE FUNDAMENTALS OF RELEVANT CHINESE STRATEGIESSoft Touch and Hard Cash: The Iron Link between Insight and ProfitThe Brand Vision: The Soul of the MachinePortfolio Management in the PRC: How and When to Extend a BrandAnticipating the Peculiarities of China's Media SceneHow to Leverage the Glory of 2008PART 3: ON THE GROUND LESSONS: WINNING AND LOSING IN CHINAInto the Shallow End: Ten Easy Tips for Good China AdsMissing the Point: Why Multinationals Fail in ChinaCulture, Corporate Structure, and the Elusive Power of Local BrandsChinese Consumers, Chinese Brands and the MNC Learning CurveChinese Cultural Relativism and Global Branding