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

that althogh its price was higher,the capacity of its machines and that the technology

was better in terms of quality as well as its technolgy which would facilitate future

expansion.This argument was accepted by the Chinese as they do always rely upon

the best technology.If the company is able to convince that its technology is the best

one and up-to-date as regards precision and future development,negotiations become

easier.

In larger scope, the counter trades are quite common in China.The reason for this demand

is that the Chinese tend to save on the foreign exchange.Thus it is quite common for Chinese to demand that a percentage of the products to be produced by the project in question by the selling firm into its home market or into the third market.This is one of the objectives behind free zone policy.Despite the difficulty it also is considered as important .This step also helps to evaluate the effect of buy-back in monetary terms

and its effects on the firm’s own production and marketing activites.It is quite possible

that the buy-back or counter trade demand is just a bluff ,so that the seller,seeking to avoid the expenses of buy-back,may offer a major cut-back in the price.

Find the costumer :In China ,foreign firms have to present themselves and their technology to several authorities.One has to endlessly repeat the same things to

different negotiators who suddenly,without any explanation,are replaced by another team.

Quite often,however,the first team reappears after after some weeks having „forgotten“

everything ,and one has to start explaining to them again ,from the beginning.It is,thus

very important for the Westerners to find out which team and who in a particular team

has the authority to decide.

The engineers and officials asking the most vigilant questions often turn out to be subor-

dinates with no decision-making authority.Finding the customer is therefore is quite

difficult.In lobbying stage ,a firm should try to find out who is responsible for what or

does one has the authority to take the decisions.

Presentation of capabiliteies: In this stage,the firm has to present itself,its technology

and its products.The presentation material and the presentation itself,very important.

The material should be professionally prepared and presented.The Chinese are very

particular about the details and the idea behind presentations is to convince them

of the quality and trustworthiness of the technology and the firm.It is advisable to present

all the technical specifications in English as well as local one.Most Chinese authorities

do not speak English and sometimes only one interpreter is not enough to get the real contact.Swedish Ericsson provided all the material in English and Chinese,and spent a lot

of time on correct translation.Having difficulties with duplications there was noticed that

it is quite difficult to get hold of good ,up to date office equipment and stationary and