（外国语言学及应用语言学专业论文）中外手机企业在华营销策略的文化研究.pdf

重庆大学硕士学位论文 中文摘要 i 摘 要 经过二十多年的快速发展中国已经成为世界上最诱人最有利可图的市场 特别是在加入 wto 以后越来越多的国外企业涌进中国据报道世界 500 强的 大多数已经进入中国这些企业的到来增加了就业机会和政府的税收同时使国 内企业面临更加激烈的竞争 如何在竞争中生存下来并变得更加强大是国内企业要面对首要任务近年来 一些企业像新飞长虹tcl 等在竞争中生存了下来一些企业像海尔长虹甚 至打进国际市场对这些企业进行研究将对其他国内企业有所帮助 本文选择手机业作为研究对象是因为它是国内发展最快的行业之一国内企 业是从 1999 年开始进入这个行业的仅仅经过 5 年的发展他们总体的市场份额 已经超过了 50%在这些企业中tcl 和波导的市场份额历年都排在国内前两名 这两个企业认为他们的成功应归功于成功的营销对这两个企业的营销进行 研究不仅可以让我们了解国产手机营销的现状和特点还可以对其他行业提供借 鉴 现有对手机市场的研究大都是从纯营销的角度进行的这很难解释为什么拥 有先进技术和营销经验的国外品牌会败给初出茅庐的国内企业本文试图从文化 的角度对国内(以 tcl 和波导为例)国外手机制造企业(以诺基亚摩托罗拉为例) 在华营销策略进行对比研究以期找出影响手机业在华营销的文化因素 本文采用案例研究的方法 经过对比得出如下结论 国内企业通过革新通路和正确的促销战略与经销商(特别是中小经销商)和顾 客建立了比国外企业更紧密的关系国内企业手机的外观设计比国外品牌更能满 足国内顾客的审美需求国内企业的营销战略考虑到了妇女在中国社会地位的提 升并专门为她们设计了手机,开创了女性手机的新卖点国内手机企业比国外企业 更好的满足了中国人对面子的重视 尽管国内手机制造企业取得了暂时的优势但他们还面临许多困难为了稳 固进而占有更大的市场份额他们必须在解决技术问题的基础上更好的对文化 进行研究并设计出更符合中国人特点的营销组合 本文获得的启示是如果想进军国际市场手机企业应首先对目的国的文化等 影响营销的因素进行全面的研究 针对研究结果设计营销方案 实施营销战略 只 有这样才能取得在国外市场的成功 关键词关键词中外手机企业文化因素营销策略 重庆大学硕士学位论文 abstract ii abstract the fact that china has become the biggest and most lucrative market in the world, together with her accession into wto, attracted most world top 500 enterprises of the world to build plants or agents here. they provide job opportunities for chinese and tax for governments. at the same time, they brought fierce competition to domestic enterprises. how to survive and furthermore get stronger is an urgent task facing with the chinese enterprises. in recent years, some chinese enterprises such as xinfei, changhong and tcl etc, stand the competition and some, like haier and changhong, even have entered international market successfully. conducting studies on these enterprises will be helpful to other chinese enterprises. considering that mobile phone is one of the fastest developing industries in china, the dissertation chooses it as its research subject. the domestic enterprises entered the field in 1999 and only by 5 years their market shares have surpassed 50%. among these domestic manufacturers, bird and tcl take the lions share all the time. tcl and bird both owe their success to their successful marketing strategies. conducting study on their marketing strategies can not only inform us the status quo of domestic marketing strategies, find their merits and shortcomings, but also provide references to other industries. the former researches in this area are mainly from the point of view of pure marketing. but this cannot explain the failure of the foreign brands armed with advanced technologies and marketing theories. the dissertation tries to study the marketing strategies of domestic and foreign mobile phone manufacturers from the perspective of culture with the method of case study. the study indicates that domestic brands built closer relationships with dealers and customers by innovating channels and promotion strategies than foreign brands; mobile phones designed by domestic brands met the aesthetics of chinese people better than foreign brands; the products design of domestic brands considered the change of womens role in china; the products of domestic mobile phone manufacturers took the face of chinese consumers into consideration. despite the large market sharedomestic mobile phone manufacturers still face 重庆大学硕士学位论文 abstract iii many difficulties. they need to go on taking deeper insights into the culture and develop more reasonable marketing strategies to regain their advantages. one implication from the current study is that when competing in the international market, mobile phone manufacturers should take cultural elements into consideration when they design and implement the marketing strategies. only by this way can they gain their marketing aims. keywords: domestic and foreign mobile phone manufacturers, cultural elements, marketing strategies 重庆大学硕士学位论文 chapter one introduction 1 chapter one introduction 1.1 significance of the current study nowadays world economy is developing in a trend of globalization, digitalization, and internationalization with business competition. new economy featured by internet, knowledge economy, high technology and customers need satisfaction orientated is flourishing. this trend inevitably affects china. as a member of world trade family, especially after accession into wto, foreign companies have been swarming into china. and chinese enterprises are facing severer competition. in recent years, some chinese enterprises such as xinfei, changhong and tcl etc, stand the competition and some, like haier and changhong, have even entered the international market successfully. some have established their international brands, while others have gained national recognition. conducting studies on these enterprises will be helpful to other chinese enterprises. mobile phone is one of the fastest developing industries in china. there were only foreign brands in china until 1999. in this very year, some chinese enterprises began to enter into this field and got 2.9% market share. after that, domestic mobile phone manufacturers developed fast, and as a result, their market shares began to soar amazingly. in 2000 their shares rose up to 7.9%, in 2001 to 13.93%, in 2002 up to 30% and in 2003 up to 54.7% (data from information industry ministry of china, 2004). among these domestic manufacturers, bird and tcl took the lions share all the time. peter f. drucker (qtd in guo, 1999) points out that modern enterprises have two most paramount functions: innovation and marketing. “marketing strategies,” lu taihong (2003: 51) said, “are the magic weapon of tcl mobiles success into the mobile phone industry.” tcl and bird both owe their success to their marketing strategies. conducting studies on marketing strategies of mobile phone manufacturers can not only inform us of the status quo of domestic marketing strategies and find their merits and shortcomings, but also provide reference to other industries. there have already been many studies on this industry (zhao, 1999; jing, 2000; lu, 2002, 2003; liu, 2003; wang, 2003; wu ai li, 2004), but most of them were from the pure marketing point of view. this cannot explain well why 重庆大学硕士学位论文 chapter one introduction 2 the market shares of foreign mobile phone manufacturers armed with the key technology, advanced marketing theories and practice are downward sharply in recent years in china. this dissertation tries to analyze the cases about the marketing strategies of domestic and foreign brands represented by tcl and bird, nokia and motorola respectively from cultural perspective and find out the impact of chinese culture on the mobile phone manufacturers marketing strategies. the findings are believed to be helpful to both domestic and foreign mobile phone manufacturers to conduct their future marketing campaigns in china. 1.2 structure of this dissertation the dissertation is made up of seven chapters. the first chapter gives a brief introduction to the study and illustrates the significance of the study. the second chapter advances the theory basis of the study, including marketing theory, culture and its relationship with marketing, standardization versus adaptation, and chinese culture. chapter three reviews the past researches on culture and marketing and advances the framework of the study. in chapter four, the three phases of mobile phone development in china are depicted. the cases of domestic and foreign mobile phone manufacturers strategies in china are presented in chapter five. the analysis to the cases constitutes chapter six. at last, chapter seven derives and discusses the potential implications of this research, the limitations of the study, and some advice is given to future researches. 重庆大学硕士学位论文 chapter two literature review 3 chapter two literature review 2.1 marketing theory 2.1.1 marketing peter f. drucker (qtd in guo, 1999) points out that modern enterprises have two most paramount functions: innovation and marketing. this is also true to nowadays china, which has acceded to wto for more than three years, resulting in the tough competition in this newly emerged big market among domestic and foreign companies. now most managers agree that the marketing department, whose function is linking market needs and the reaction of the company to them, should be the most important department in the company. success or not in marketing campaign will determine the profitability of a company or even its fate (guo, 1999). marketing has been defined in a number of ways, but invariably effective marketing is associated with the need to link producers and consumers (mccarthy and perreault, 1993) or the need to facilitate exchanges (lamb et al., 1994). bennet on behalf of the american marketing association defines marketing as the process of planning and executing the conception, pricing, promotion, and distribution of ideas and goods, and services to create exchanges that satisfy individual and organizational objectives(/marketing/). when conducting marketing, marketing mix is a rather important term. the marketing mix is the package of elements that is organized to aid an organization in reaching its target markets and specified objectives. ideas about the marketing mix - the elements that make it up, its focus, and how it is practiced in the real world - have changed a great deal over the years. 2.1.2 marketing mix the concept of the marketing mix was first coined by neil h. borden in the 1960s. borden (1965) lists the elements of the marketing mix and the market forces that bear on the mix. these elements are: product planning, pricing, branding, the channels of distribution, personal selling, advertising, promotion, packaging, display, servicing, physical handling, and fact-finding and analysis. bordens suggestions of the forces that govern the mixing of the marketing elements are: the consumers buying behavior, the trades behavior, the competitions position and behavior, and governmental behavior (controls over marketing). 重庆大学硕士学位论文 chapter two literature review 4 borden creates the marketing mix to act as a guide to assist people in dealing with marketing problems. he considers marketing and the building of marketing mixes to be an art, rather than a science of clearly defined laws. in the 1970s, e. jerome mccarthy studied bordens marketing mix and refined it to create the 4 ps. the 4ps are the four basic variables that make up the mix. they are product, place, promotion, and price. the product is either a good or service (or a combination of the two) that is developed to satisfy the customers needs. place is the when, where, and by whom the goods and / or services are to be sold (i.e. how the target market is reached). promotion is the method that communicates to the target market about the right product at the right place at the right price. promotion can involve personal selling, mass selling, and sales promotion. lastly, price entails deciding what price will round out the marketing mix and make the product the most attractive. similar to bordens theory, mccarthy (1975) states that all elements of the marketing mix (i.e. all 4ps) are interdependent and that none is more important than another. however, mccarthy recommends that decisions about the marketing mix are made in a specific order (product, then place, then promotion, then price), whereas borden made no such suggestion. mccarthy also includes a diagram to illustrate his theory: fig. 2.1 e. jerome mccarthys diagram of a marketing strategy (mccarthy, 1975) this diagram depicts the 4 ps grouped around customer (c) in a circle. this arrangement symbolizes that each p is equal to the others and that they revolve around the customer. customer is considered the center of the concept of marketing mix. product place price promotion c 重庆大学硕士学位论文 chapter two literature review 5 the 1990s brought about yet another definition of the marketing mix. propounded by robert lauterborn (1990), this mix replaces the 4 ps with 4 cs. the 4 cs are known as the sellers paradigm because they focus more sharply on the customer than those of the earlier conceptions. the 4 cs are: customer value (replacing product), cost to the customer (replacing price), convenience to the customer (replacing place), and communication with the customer (replacing promotion). customer value is defined as being anything that can . be offered to a market for attention, acquisition, use, or consumption that might satisfy a want or need. it includes physical objects, services, persons, places, organizations and ideas (kotler, 1984: 463). this definition encompasses a much broader range of commodities than do the definitions of product offered by earlier theorists. under kotler, cost to the customer has more factors than just the money they pay. he measures cost in terms of time, energy, or other opportunity or activity that the customer foregoes for example the installing of security cameras costs both money and personal freedom and privacy. the concept of convenience to the customer is self-explanatory. communication with the customer implies that there is some feedback from the consumer. this replaces the idea of promoting a product with the concept of marketing communication, which focuses on sellers. communication and feedback are necessary in order to determine what the customers want and how their needs can be best satisfied by a given product. but from the perspective of the marketing practice and the trend of market development, there are many shortcomings of 4cs theory, such as adapting to customers needs passively, and only paying attention to satisfy the customers needs, and without solving the problem of how to operate. as 4ps theory, which is used to analyze marketing process by most marketing textbooks and scholars (kotler, 2001; boone he believes that “viewing a countrys culture from the outside can be intimidating. but breaking it down into its components and understanding how each component is related to the whole can help to unwrap the enigma and provide some logic and motivation behind behaviors, including business behaviors” in fact, as early as 1952, kroeber and kluckhohn (qtd in samovar, 2004:32) listed 164 definitions of culture only in the field of anthropology. herbig (1998) said over 450 definitions of the word “culture” existed. naturally different people have different comprehension on culture. the dissertation uses the definition related to marketing or cross-cultural marketing for the sake of the purpose of the analysis: “culture is the sum total of a way of life, including such things as expected behavior, beliefs, values, language, and living practices shared by members of a society; it is the pattern of values, traits, or behaviors shared by the people within a region”(herbig, 1998:11). with regard to cultures characteristics, it is nearly as complex as its definition. people attempt to describe it in various ways. as for this dissertation, the author would choose the characteristics relevant to the current study based on the herbigs theory on 重庆大学硕士学位论文 chapter two literature review 7 this matter: 1. value laden: culture provides values and tells people what is expected of them. so the marketers can learn the needs of people in specific culture. 2. arbitrary: cultural practices have certain arbitrariness since behaviors acceptable in one culture are not acceptable in other cultures. different cultures have different traits; marketers must know these traits before they can get success in different cultural environments. 3. satisfies needs: culture exists to satisfy the needs of the people within a society. culture takes on new traits and discards the old, useless ones according to the societys needs. however, the core values remain the same. 4. culture is changeable and stable relatively in the light of its structure. with the economy and societys developing, the culture is ongoing a constantly changing process. if marketers only bear the old perceptions of some culture in their mind, they would face failure in the near future. 5. homogeneity and heterogeneity of culture. cultures are not different totally. there are some similar traits in all the cultures, and with the technology developing and communications among the different cultures, cultures are changing and become more alike. these are why the strategy of globalization can exit. but some significant differences still exist. if overlooking these differences, the firms operating in different cultures may come across frustrations. so the localization strategy still has very strong libidos. 2.2.2 culture and marketing culture shapes peoples values, attitudes, perceptions and patterns of behavior. in dealing with a particular market, the marketer is really dealing with the culture. so the product design and style must fit in with the aesthetics of the culture. the promotional message is acceptable only if the symbols are meaningful or recognizable to the consumers. the success of a product in a market therefore depends on whether it is culturally accepted or resisted. tian (2000) examined the interactions between marketing and culture from three perspectives: first, culture defines acceptable purchasing and product-use behavior for both consumers and business. secondly, each element of culture influences each component of the marketing mix. promotion, for instance, is strongly influenced by the language. product acceptance is affected by culturally based attitudes towards change. and distribution is in