在中国做市场和销售(英文)(共19页)
19页1、精选优质文档-倾情为你奉上Marketing And Selling To Chinese BusinessesA White Paper by Matthew Harrison and Mark Hedley of B2B International专心-专注-专业INTRODUCTIONpage1The question of how to market and sell to companies based in China is one that is debated endlessly by foreign companies seeking to profit from the huge potential of the country. Views expressed by businesspeople claiming to know the secret of success in China vary wildly, from those (generally newcomers) who say that marketing and selling in Chin
2、a is just like home through to those (usually those with at least a couple of years experience in China) who exaggerate the unique nature of Chinese business and Chinese people to such an extent that selling in China sounds like an impossibility. The reality is that these two positions are both equally crass and incorrect there is no reason why a Western company with a flexible, patient and listening approach to marketing and sales should not succeed in the Chinese market.As Chinese companies ha
3、ve developed over the past decade, they have rapidly become more sophisticated in their business systems and practices, creating both opportunities and challenges for Western businesses. Although ongoing East-West cultural differences continue to pose challenges to foreign enterprises carrying out marketing in China, companies that make an effort to understand such variations and integrate them into their marketing strategies stand a greater chance of succeeding in the China market.This paper is
4、 based on past surveys of Chinese business opinion in the two key cities of Beijing and Shanghai, comprising 100 in-depth interviews with business owners and senior purchasers. Companies of all sizes were interviewed, from those turning over US$1.5m through to multinational organizations. Companies were divided into quotas to ensure a cross-section of different types of manufacturing and service companies.The principal aim of this paper is to dispel some of the myths propagated about Chinese bus
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