美国公司如何理解中国文化与国情(ppt 24页).ppt

Opportunities ChallengesforMultinationalsinChina LearningfromtheMicrosoftExperienceKai FuLeeCorporateVicePresidentMicrosoftCorporation TalkOutline ChinaOpportunity6IngredientstoSuccessinChinaMicrosoft sPresenceinChinaEarlystrugglesRecentsuccessesConclusion ChinaOpportunityHugegrowingmarket ThesinglemostimportantthingtohappeninourlifetimewillbetheemergenceofChina JohnThornton formerPresidentofGoldmanSachsNowaProfessoratTsinghuaUniversityGDPgrowth9 peryearsince1978 Consumerssaving 1trillionperyear 2002 Chinabecame 1mobilephonemarket 2004 Chinawillbecome 2PCmarket Next5Years Software servicesCAGR 50 ChinaOpportunityWorld sLargestLaborForce Throughskillfulcontrolofresidency China s900millionruralresidentswillgraduallymovetocitiesandtakejobsinmanufacturingorinformationprocessing perhapsat20 30millionperyear ThiscouldgiveChinaasustainablesupplyoflow costlaborforthenext20 30years KenichiOhmae TheChinaImpact TraditionalindustriesManycitieswithgoodinfrastructurePeopleinflowfromruraltocitiesExcellentprocess know howinmanufacturingKnowledgeeconomy150 000computergraduates yearGreatemphasisoneducationButIT softwaresignificantlylagIndia MarketOpportunityisLucrative Volkswagen40 marketshareinChinaMotorola20 ofglobalrevenuecomesfromChinaKodakIn4years Chinawentfrom17thto2ndIntel 4 billionrevenueinChinaL Oreal Imagine 1 3billionlips LindsayOwen Jones CEO L Oreal 6IngredientstoSuccessinChinaChallenges SuccessfulFormula BuildstronggovernmentrelationshipsPlaybyChina smarketrulesMakealong termcommitmentThelocaleconomyisthetoppriorityNurturelocalpeopleBuildtrust notPR BuildStrongGovernmentRelationships UniquepowerofgovernmentRelationshipsrequiredatalllevelsThespiritofthelawmattersmoreChina scultureisbuiltontrust relationships mutualrespect Theconceptof face isveryimportant AvoidsensitivitiesandfindeveryopportunitytomakeChinalookgoodNegotiationsarebottom upandinformal Itcannotbeoverstatedtheimportanceofaccommodatingthegovernment JohnStuttard theNewSilkRoad PlaybyChina sMarketRules Expecttorespect Chinesemarket Thegovernmentfortheirownreasonswhatrulestoapplyandwhotheywouldliketodobusinesswith Whiletheyvalueglobalstandardpractices theystillexpectMNCstoadapttolocalrules Marketconditionschangerapidlyandoftenirrationallyduetoanimmaturemarketeconomy WetakeprideinviewingourselvesasaverylocalcompanyinChina MikeZafirobski COOMotorola MakeaLong TermCommitment ContributeFirstandBenefitLater EntitlementfrompowerofmarketMNCsmusthavelong termcommitment JV investment training localpartnership technology know howtransferFriendsmaybegivengreatopportunities Chinahasdiscovereditsleverage Theynowsay Ifyouwantmarketaccess giveustechnlogy ErfeiLiu ChairmanofMerrillLynchChina LocalEconomyistheTopPriority LocalcompaniesarealwayspreferredMNCsexpectedtohelpnurturelocaleconomyinexchangeforaccesstotheChinamarket needtomoveupthevaluechain Bonus helplocalcompanybuildexportbusinessChinaoftenignoresinternationalstandardsandattemptstobuildChinastandardsIPProtectionisweakLawstoprotectlocalcompanies Don tthinkChinesecompaniesdeservetolosetoforeigncompanieswhenforeigncompanieshaveabetterproduct ItisdifferentthataforeignerismakingmoneyandnotaChinese ThedownfallofChinesecompanieswillcomebacktohurtallcitizensofChina ProfessorTanHaoqiang ITInfluentialinChina NurtureLocalEmployees ChinaprefersMNCsthatdeveloplocaltalenttomakethemmorecompetitiveinternationally Localtalentishighpotential butinexperiencedSendoverqualified seniorleaderswhointendtorepatriate MybossaskedmehowtoexpandtheIBMbusinessinChina Iansweredfirstwehadtogrowthelocalpeople WilsonWong firstChiefRepresentative IBMChina BuildTrust notPR CorporateimagerequiresmuchmorethanPR GoodcitizeninChinahelpinglocalcompaniesSinglemessage likeChina sown unifiedorg BoastingPR isverynegativeinChinesecultureLow profile humilityismuchbetterPublicmediaisimmature powerful manipulatedWhilepositivePRmaynothelpacompany simage negativePRcandamageacompany simage MicrosoftInChina MicrosoftLowlightsinChina Mistakeson respect commitment GovernmentprocurementlawPiracy anti Piracymeasures Goodenough softwareManagementturnoverCenterofmediaattentionSeveralstrongbutpersuasivecritics Microsoft sRecentSuccesses BuildstronggovernmentrelationshipsPlaybyChina smarketrulesMakealong termcommitmentThelocaleconomyisthetoppriorityNurturelocalpeopleBuildtrust notPR BuildStrongGovernmentRelationships MicrosoftandChinaAnnounceGovernmentSecurityProgramAgreementBeijing China Feb 28 2003 SteveBallmersigns GreatWall collaborationwiththeMinistryofEducationREDMOND Wash June27 2002 MicrosoftsharesWindowsSource MicrosoftandChinaMinistryofSecurityOfficiallyOpensJointInformationSecurityTechnologyLabBeijing China July7 2003 PlaybyChina sMarketRules TwojointventuresSupporttrainingcenterPartnerwithlocalcompaniestocomplywithGovernmentProcurementLawMSRAnnualConferencelargestinChina Partnerplans freeend to endsupport channels MVPAsiaSummit MakeaLong TermCommitment MicrosoftResearchhelpsChineseuniversitiesResearchfunding scholarships internships Articles coursesbyMicrosoftresearchersonowninitiative AddressdigitaldivideTechnicaljobtraining thousandsofunemployedworkers5millionRMBdonationtohelphandicappedChineselearningDonationsProjecthope schools infrastructures networking SARS donations companyandemployees toChina LocalEconomyistheTopPriority TrainingSoftwarecolleges MSemployeeisdean AddingChinesepartnerstoGISVs ElevatingcompanieslikeCS StosamelevelasAccentureHelpingtotrain partner developChineseSisandISVs JVs investmentsSteveBallmercommitmenttoChina JVPartnerships NurtureLocalEmployees InMicrosoftResearch2MicrosoftChinaemployees CorporateVPsSeverallocalemployeesnowseniormanagersGrowthofmanylocalemployeesInSalesMicrosoftGreaterChinaMSNDirectorf