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

Build up trust: It is commonly known that the Chinese give sufficient importance to this trust and to individual relationships.Although the Chinese always stress on the importance of friendship ,it is quite diffilcut to develop a social relationship with Chi-

nese.They seldom invite anyone to their houses.In spite of this,“friendship“ and „trust“

are common aspects of Chinese culture, rather not only in China ,but throughout Hong

Kong,Singapore,Taiwan and other countries.The impressions and trust that developed

through the mutual relations and social activities will be return a hundredfold later.

BUDGET OFFER

After all the presentations,questions,answers,and discussions a budget offer is prepared.

The purpose is to provide the customer with an idea of general principles,technology,

equipment,price and the terms and conditions as a whole.Usually a client gets a lot of

offers,many of them are similar to each other.Then the offers and the budget undergo

comparison .As this offer has to include a rough price,the firms should be very careful

in calculating all the possible expenses as it is very difficult to change the the total sum later.And the price for training,taxes,and other expenses should be included .Otherwise,

the company would lose its credibility.

TECHNICAL DISCUSSIONS

All the firms are invited for the technical discussions after the customer has studied all

budget offers and technical characteristics from different competitors.Here the firms

represent their technolgy and technical specifications,but strictly with in the framework

of budget offer.At this stage the firms which are dealing in Chinese market should try to get more information on the particular project,the priorities of the government,the buyer’s

budget capacity and the general opinionas regards dealing as a whole .

It could be desireable for investors to invite the Chinese to visit their country just to let them observe the techical system ,which are being offered in operation.This kind of opportunity is also used for friendship developing and trust.

This stage is considered as the only chance to take the advantage of being host.

Generally,the Chinese are used to be an initative part of negotiations when the ones take place at home.

Pye explained that in the following way:

„As hosts,the Chinese take advantage of their control over the pace of negotiations.

First they set agend,then they suggest that the Americans start the discussions.This

makes the guest show their hands-their proposals become the starting point from

which compromises follow.In order to keep the process going ,the Chinese expect

the visitor to make the next concessions,for what the Chinese easily press for.

FINAL OFFER