Топик: Особенности ведения бизнеса в Китае (The peculiarities of marketing strategy development in China)

кафедра менеджмента и маркетинга

РЕФЕРАТ

«THE PECULIARITIES OF MARKETING

STRATEGY DEVELOPMENT IN CHINA»

Исполнил: ТорпАндрей

Группа ЕТ 402

Проверил:Шпилёв Андрей

Т А Л Л И Н Н 2003

С ONTENTS

1. Introducing…………………………………………………………………………3

2.Lobbyng……………………………………………………………………………5

3.Budget offer………………………………………………………………………..8

4.Technical discussions……………………………………………………………...9

5.Final offer…………………………………………………………………………10

6.Formal negotiations……………………………………………………………….11

7.Managerial implications…………………………………………………………..13

8.Conclusions……………………………………………………………………….15

INTRODUCING

Since the 1970s,when China’s foreign trade policy was liberalized ,many Western firms have been very enthusiastic about capturing this market of over one billion consumers.

On average ,throughout the 1980’s ,China was visited by one Western government ad-

visor every week.This interest of Western authorities and businesses can be compared

with Western interests in Japan,a far more important trading partner.Western busines-

ses’ interest in China decreased somewhat after the Tiananmen Square incident in 1989.

However,interest from trade and industry continued ,and increased even more in the

1990s.Lately,West European governments and businesses have also shown the interests

in China.The picture is not much different where American interests in this market are

concerned.In 1980s the trade between USA and China rose to more than US $ 5 billion

In these years,there was great demand in American goods.The trade relations between

the USA and China received a serious set-back after the 1989 incident.But the interest in China,both from the authorities and the business sector in the USA revived again when

it was given the ranking of most-favoured nation (MFN) in the mid-1990s.

Since 1979,when the new regulating joint ventures was introduced by the Chinese government ,there has been a tremendous increase in joint-venture agreements with

agreements with foreign investors.In 1984,China signed 741 equity joint-venture agreements with foreign investors.By the end of 1987,the number of enterprises with

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