Advertising in China.docx

1、Advertising in ChinaAdvertising in China The affects of cultureAuthor: Isaksson, Johanna.Larsson, Adam.Wahlstrm, TomasBackgroundMarketing products to an overseas market is difficult. Whether a potential buyer accepts orrejects a marketing offering is, according to Fletcher and Brown (2002), partiall

2、y determinedby the cultural influences impacting on her cognitive, affective and connotative behavior.This is important for domestic companies to take into consideration when marketingtheir products, but it is crucial for international companies who are conducting marketingabroad. Cultural preferenc

3、es or reactions to a foreign marketers approach will oftenoverride what is considered rational economic decision making. (Fletcher & Brown 2002)One cornerstone in marketing is the satisfaction of wants and needs (Kotler & Armstrong,2001). These wants and needs are influenced by the culture that the

4、potential buyer belongsto. It will also affect the way the marketing message, concerning how the wants and needswill be satisfied, is interpreted. Thus advertising in a foreign country requires skill and culturalknowledge (Fletcher & Brown 2002).The urban Chinese consumer-market is growing rapidly a

5、nd numerous western companieshave already identified the opportunity to expand their business to the east. However mostforeign companies are only targeting the wealthy top-segment of the market, which constitutesonly five to ten percent of the total market. This is likely to change as the Chinesemid

6、dle-class is growing and will soon be ready to consume western products sold by westerncompanies. By 2010 more than 40 million Chinese households are likely to earn morethan 48 000 renminbi, which is equivalent to $24 000 in terms of purchasing-power parity.That is enough to qualify them as middle c

7、lass households by U.S. standards. (McKinseyQuarterly, 2004)Companies who are trying to tap into the new market need to reach this developing consumergroup. One of the most common ways to do this is by extensive advertising. Advertisingis considered to be one of the most effective marketing methods

8、by Chinese companies.They rely heavily upon it to generate sales (Reuvid & Yong, 2005). Just as other aspectsof Chinas semi-market economy advertising is a rather new concept. It has movedfrom being useless during the plan economy, to be completely forbidden during the culturalrevolution in the 1960

9、s, to becoming one of the most commonly used market effortsduring the last decade (Ambler & Witzel, 2000).As an increasing number of foreign companies are establishing in China today, they arefaced with the problem of how to reach the Chinese consumer. If they chose to do as theirdomestic counterpar

10、t and use advertising, then they have to decide what they can and cannotsay in their ads. Can they use the same kind of advertisement in China as they use athome? Is the message the same? Does the same message convey the same meaning for differentrecipients? According to Aitchison (2002) the most su

11、ccessful campaigns does notcopy western advertisement style and design, instead they are true to their own culture andallows the brand to communicate this. Campaigns that are using humor, especially to reflectsome quirk of its local culture and society are also known to be very successful. Theseare

12、issues that foreign advertiser has to cope with.There are numerous questions for foreign advertisers in China, all of who needs to be answeredin order to reach the market that constitutes for on fifth of the worlds population.If they fail to do find solutions, they are risking to be left out (Ambler

13、 & Witzel, 2000).In an effort to structure the problem that foreign advertisers are faced with when trying toreach the Chinese market we have defined three categories of questions concerning thissubject. These categories will be referred to as “focus points”. All of them cover one aspectthat we want

14、 to look into more deeply in this thesis. Obviously it would be very hard tocover all aspects of the problem of advertising in a foreign culture, so the purposes of thesefocus points are not to provide a final solution to this problem. Instead we will use them asa way of structuring the work for thi

15、s thesis. The first focus point is Cultural Issues. This point put emphasis on the cultural issuesand differences between Chinese and western consumers. Our ambition is that thispoint will lead us into a discussion of how these issues affect advertising and theshape of advertisements and how culture

16、 affect the advertising in general. The second point is Attributes. We will use this point in order to find out whatproduct attributes that are valued by the Chinese consumer. Attributes that differsfrom western preferences are of certain interest here. The third and final focus point is Media Chann

17、els. This point will be used to gainknowledge in which media channels that are used to spread advertising messages.By doing this we hope to acquire a picture of what environment a foreign advertiserwill find himself in on the Chinese market.In order to put these focus points in a relevant context, s

18、ome knowledge of the Chinesemarket needs to be obtained. We will look into how culture and history has shaped thismarket into its current state. Thereby we hope to give an explanation to western companiesinterest in the market. Also we believe that it is relevant to see how western productsare perce

19、ived in China. This is important for the context of the focus points as well, sincethe main theme for this thesis is advertising and western companies.When put together, these focus points will cover the area that this thesis aims to investigate,namely cultural issues and advertising and the interpl

20、ay between them.英文文献翻译:在中国做广告影响的文化作者：Isaksson, Johanna Larsson, Adam Wahlstrm, Tomas背景在海外市场营销产品是很难的。是否有一个潜在的买方接受或拒绝提供市场营销是，根据弗莱彻和布朗（ 2002年） ，部分确定由文化的影响，影响到她的认知，情感和内涵的行为。 这是很重要的国内公司，必须考虑到当市场营销他们的产品，但它是至关重要的国际公司，谁正进行营销在国外。文化的偏好或反应，向外国市场的做法，往往会凌驾什么被认为是理性的经济决策。 （弗莱彻与布朗2002 ） 一的基石，在市场营销中是满意的希望和需要（科特勒阿姆斯特

21、朗， 2001年） 。这些需要和需求是受文化的潜在买方属于至。它也将影响的方式促销信息，关于如何的需要和需求就会满意，是解释。因此，广告在国外需要的技能和文化知识（弗莱彻与布朗2002年） 。 市区的中国消费市场正在迅速增长和许多西方国家的公司已经确定了机会拓展业务，以东部地区。不过，大多数外国公司只针对富人的顶级细分市场，它构成了只有9点55分占市场。这是可能会改变，随着中国中产阶层是日益增长的和不久将准备消费西方出售的产品由西部公司。到2010年， 4000多万中国家庭很可能会赚更多超过48 000人民币，这相当于至24000美元的条款的购买力平价的权力。 这是不够资格作为中产阶级家庭，由

22、美国的标准。 （麦肯锡季刊， 2004年） 谁的公司正试图打入新的市场需求，要达到这个发展消费组。其中最常见的方法可以做到这一点是由广泛的广告。广告被认为是其中一个最有效的营销方法，由中国公司。 它们严重依赖后，它产生的销售（ reuvid 勇， 2005年） 。正如其他方面中国的半市场经济的广告是一个比较新的概念。它提出了从无用的在计划经济，要完全禁止在文化革命在20世纪60年代，成为其中一个最常用的市场的努力在过去十年期间（安布勒 威策尔， 2000年） 。 由于越来越多的外国公司是建立在今天的中国，他们是面临的问题是如何到达中国消费者。如果他们选择这样做，因为他们的国内对口和使用的广告，

23、那么他们便要决定什么，他们可以和不可以说，在他们的广告。他们可以使用相同的种广告在中国，因为他们使用回家呢？是的讯息相同呢？是否相同的讯息传达相同的意义不同受助人呢？据艾吉森（ 2002 ）最成功的运动，并不复制西方广告的风格和设计，而不是他们真正的以自己的文化和让品牌沟通。运动所使用的幽默，特别是反映一些奎克其本地的文化和社会也被称为是非常成功的。这些问题是，外国广告客户，以应付。 有很多的问题，外国的广告客户在中国，所有的谁需要回答在以达到市场的构成为对五分之一的世界人口。 如果他们不这样做找到解决办法，他们的危险被排除（安布勒 威策尔， 2000年） 。 在努力的结构问题，外国的广告客户

24、正面临着当试图达到中国市场，我们已确定了三大类有关的问题，这题目。这些类别将被称为“集中点” 。他们都涵盖其中一环我们要探讨更深入地在这方面的论文。显然，这将很难涵盖所有方面的问题广告，在外国文化，所以这些的目的， 集中点是不提供的最终解决这个问题。相反，我们将使用它们作为一种方式构建的工作，为这一论断。 第一聚焦点是文化问题。这一点，重点放在文化问题和中国之间的分歧和西方消费者。我们的雄心是，这点，将带领我们进入讨论如何这些问题影响的广告和形状的广告，以及如何文化影响广告的一般问题。 第二点是属性。我们将利用这一点，为了找出是什么产品属性是重视中国消费者。属性不同从西方偏好的某些利益在这里。

25、 第三次和最后聚焦点是媒体渠道。这一点，将被用来增益知识在其中的媒体渠道是用来传播广告信息。 这样做，我们希望能获得一张图片什么样的环境，外国的广告客户会觉得自己在对中国市场。 为了把这些重点分在一个有关的背景下，一些知识，中国市场的需要，必须获得。我们会研究如何文化和历史已经形成，这市场纳入其目前的状态。从而，我们希望作出解释，以西方国家的公司 有兴趣的市场。此外，我们认为这是有关联的，看看如何西方产品被视为在中国。这些作为背景的焦点都是很重要的，既然要唱响主旋律，为这一论断的是广告和西方国家的公司。 当放在一起，这些集中点，将涵盖该地区的这一论断，目的是调查， 即文化的问题和广告，以及他们之间的相互作用。