FREE ESSAY ON CHINESE MARKETING

CHINESE MARKETING

Annotated Bibliography VIII
Jacobs, Laurence., Guopei, Gao.; Herbig, Paul. ( 1996.) A guide for marketing to China:
There may be a hidden agenda. Review of Business. 18(1,) 3-6
This article introduces an innovative strategy called CRM (Customer-relationship
management) by which some wireless companies use to evolve their call centers. The author
provides a new strategy in concerned with Chinese peoples' traditional skill in
negotiation, China's economic model and Chinese government's policy. In the first part of
this article, the author summarizes the foreign marketer's failure in accessing Chinese
market and introduces some experts' prescription to this symptom. In addition to the
analysis of Chinese people's Confucian tactics during negotiation and China's 'planned'
economic system, the author states his argument that the key factor assisting the foreign
salesman to design the appropriate market plan is the study of Chinese government's
five-year economic construction plan. The article finally draws a conclusion that doing
business with Chinese people should begin with the research on China's market and
economic data as well as its rules.
The five-year economic construction plan initialized in 1953 is renewed every five years.
It reflects the decisions and strategies the Chinese Government made on developing and
adjusting the country's economic framework. It is my opinion that studying with the
seemingly bureaucratic materials will benefit the Foreigners to decide whether their
market plans are suitable with China's 'planned' market share. With the popularization of
Internet and enhancement of the 'opening up' policy from China, I believe that Western
marketers would find it easy to access to China's previously 'confidential' documents as
well as its mysterious market.
Bibliography
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