Coca Cola's Success in China

brand name culture and consumption: Chinese consumers and the orthogonal stigmatizes subgenus Chen LI Doctorante en science de gestion GREFI Université dAix- Marseille triplet 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 jean PHILIPPE pour ses précieuses suggestions portant tire la structure de cet oblige  label culture and consumption: Chinese consumers and the irrelevant brands move up: China approaches a new microscope stage of its stinting development, during which foreign brands ar not any much in the alike(p) position towards Chinese consumers. The consumers attitudes towards the international brand have hanker been the subject of numerous studies in the occidental countries. Yet they are not sufficiently studied on Chinese consumers compensate if they may assume greater importance. Until now, the really strong druthe rs for the foreign brands particularly the first weft brands of the Chinese consumers corresponded to socio - ethnical characteristics of the realm, as the concern of the hierarchy, the collectivism. This paper puts onwards a case of the preference of Chinese consumers for foreign brand. It draws a conclusion that it is authorized to understand the symbolic values of prestigiousness required by the Chinese.

To be successful in china, the foreign brands have to fall the rules of the games which govern this market. Key words: Chinese consumers, foreign brand, country of origin, symbolic value, socio cultural characteristics, Chin ese culture, competition 1 Brand cult! ure and consumption: Chinese consumers and the foreign brands An implementation of an discontinue up to the outside world has transformed the Chinese frugal landscape since the 1970s, to a society of consumption. As the fourth largest fork out entity in the world, China has achieved a gross domestic product (GDP) amounting to 2,200 billion in 2005 (21). With an average annual growth follow of 9.4%...If you want to get a full essay, order it on our website: BestEssayCheap.com

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