国际市场营销课业

China:ForgingaGlobalReputation

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CaseStudyPreparedBy：DaisyLydiaRichardBruceGroup：fourBackgroundofLeadpainttoysinChinaInearlyAugustof2007,Fisher-Priceissuedarecallofapproximately967,000toysintheU.S.TherecallcameaftertheMattelsubsidiarylearnedthatthepaintusedinsometoysmanufacturedbetweenAprilandJulyof2007wascontaminatedbyleadQuestionASolutionsFisher-Priceissuedarecallofapproximately967,000toysintheUS.TheChinesegovernmentrespondedwithrelativelyseverepunishmentsbybanningsometoymanufacturersfromexportingtheirproducts.2023/4/21Oneyearafterthetoyrecalls,theBeijingOlympicscameandwent.Chineseexportqualitycontrolviolations,however,persist.Allegationsofpoorstandardsaroseinthedairyindustry.Chinesebabyformulaproducershadusedanadditiveknownasmelamineintheirproducts.TheU.S.FoodandDrugAdministrationstarteditsownqualitycontrolinitiativesinChinaforthefirsttime.TheEuropeanUnionprohibitedChinesedairyimportsaltogetherandincreasedqualitycontroltestingofotherimports.QuestionBReputationHonoraryreferstopeopleinthecommunityforacomprehensiveevaluationofallaspectsofcitizenshiporlegalcharacter,ability,reputation,reputationandimage,etc..Reputationistherightkindofpersonality.Thesearemaintainedreputationreferstofamewithadignity,isanimportantaspectofpersonality,protectedbylaw.QuestionBChinamainlyinlightindustrythemainproductionaretoys,textilesandsoon.Providecheaplaborforothercountries.SothatChinaisinalowerpositionintheworld.Andtherehavebeenfailuresincooperationwithothercountries,andthatChina'sreputationsufferseriouslosses.2008,ChinaSanlumelamineincident,sothatthereputationofChina'sdairyindustryisaffected.ThisisaheavyblowforChina.QuestionBExample:Inexports,in2008China'sexportofelectromechanicalproducts822.93billionUSdollars,anincreaseof17.3%.Amongthem,theelectricalandelectronicproductsexported342.02billionUSdollars,up13.9percent;machineryandequipmentexports$268.63billion,up17.5%;high-techexports$415.61billion,anincreaseof13.1%.Thesameperiod,China'sexportsofclothingandclothingaccessories$119.79billion,anincreaseof4.1%;textileyarn,fabricsandproductsexported$65.37billion,up16.6percent,or1.6percentagepoints;footwearexports$29.66billion,up17.2%,accelerating1.2percentagepoints;furnitureexports$26.91billion,up21.5%;plasticproductsexports$15.83billion,anincreaseof9.4%,aslightincreaseof0.6percentagepoints.Allinall,WeseethatChinaisnolongersimplyrelyonthesaleofthenationallaborforceandlightindustrialproducts,isascientificandtechnologicalpowertochange,raisingthelevelofscienceandtechnologycanalsohelpChinatobettercompensateforthenegativeimpactofthepastbrought.QuestionCConsumergoodsfromChinastillcanbetrusted.Only0.3percentoftoysimportedtotheusfromChinawerecontaminated.QuestionCToysexportedPicture2QuestionC80percentsofAmericantoysareimportedfromchinaImportstotheEUfromChinaincreasedbynearly30percentin2007.Chart1Chart2QuestionCHowdoesthisaffectinternationaltrade?TaintedmilkTheworldrespondedwithit’sownmeasuerstoensurequalitycontrolandconsumersafety.LiketheU.S.FoodandDrugadministrationstarteditsownqualitycontrolinitiativesinchinaforthefirsttime.Picture1QuestionCChinaremainsoneofthefewcountriesintheworldwherethecostsformassproducingtoysremainsreasonable.Chart3QuestionCAmericahascontinuedtorelyonChinaforproductionoflow-costgoods.Chart4QuestionCThedemandforlowcost,high-qualityproductshasleftmanycorporationswithfewproductionlocationstochoosefrom,sotheworldwillcontinuetorelyonChinaasthemajorsupplierofmanufacturedgoodsaincerecallswillnotdriveawayinvestorsorcompanies.ChineseexportstoTheUnitedStatesgrewbydubledigitsin2007QuestionDThegovernment'seconomicmanagementisthegovernmentbylawmeans,economicmeansandadministrativemeansofmacroeconomicregulationandcontrolofmicroeconomicregulation.Thegovernmentcanstrengthenandguaranteethattheimportcommoditiesexternaluselegalmeansandeconomicmeans,tocreateagoodenvironmentforeconomicoperationthroughtheestablishmentandmaintenanceofgoodorderinthemarketofdomesticandforeignmarketeconomicorder.ThustoensurethatforeignretailersareimportedtoChinaproductsaresafe.QuestionDOfcourse,thesecuritycontractlawcanhandletheimportandexportofproducts.Acontractisalegallybindingbetweentwoormorethantwoparties.WhentheforeignretailerstoChineseimportedproducts,hastheattributeofthecontractlaw.Forthegoodslimitedinimportation,subjecttoquotaorlicensemanagement,quotaorlicensemanagementofgoods,mustbeChineselicenseinaccordancewiththecontractlawthecompetentforeigneconomicandtradedepartmentorotherrelevantdepartments,shallbeimportedorexported,inordertoensurethesafetyofimportandexportproducts.QuestionEProductriskreferstotheproductsonthemarketisinastateofnotmarketable.Productsincludeproductdesignrisk,productfeatures,qualityrisk,productriskofmarkettimingandproductmarketpositioning,etc.Productdesignriskreferstotheenterpriseproductdesignbyoutdatedortobetoofuturistic,notadapttomarkettheneedsofthecustomers.(Pleaserefertoappendix1)QuestionEProductfeaturesqualityriskismainlyreferstoproductssoldbytheenterprise,excessfunctionlackofqualityorproductquality,cannotfullymeetuserrequirements.Productsintothemarkettimingriskreferstotheimpropertimetochooseproductsintothemarket.Productmarketpositioningriskreferstotheproductcharacteristicsandmarket,doesnotmeetcustomerrequirements.(Pleaserefertoappendix1)QuestionEAnti-dumpingisthewaytoincrasetheproductriskCaseforanti-dumpingoftheTheUnitedStates:Foraproductofthelong-termimplementationofanti-dumpingmeasures,willinevitablyaffecttheproductexports,andevenaffectedthedevelopmentoftheindustry.

Inthisregard,theUnitedStatestoHUAMUFUNIUREanti-dumpingcasesisatypicalcase.Caseforanti-dumpingoftheTheUnitedStates

SinceitslaunchinDecember2003toinvestigatethecase,hasnearly10years,wereconducted5timesthesituationchangereviewadministrativereview,10,12timesreviewthesunsetandareviewofnewexporters,istheAmericananti-dumpingcaseinvolvingthehighestcase,isalsotheUnitedStatestothemaximumamountofanti-dumpinginvestigationinthecaseofasinglecountrycase,theamountofnearly$1billion.In130China'sresponsestocompanies,obtaininvestigationonlybeautifulgramcompanyintianjin,generalrateisashighas198.08%.Beforetheimplementationofanti-dumpingduties,in2004,China'stotalexportstotheusbedroomfurniturefor$1.2billion,fellto$691millionby2010,thatmanufacturersofanti-dumpingmeasuresonChineseexportstotheuscausedagreatimpact.Thecasealsocausedthefollowingeffects(Pleaserefertoappendix2)ConclusionSumupyourmainpointsQuestionandAnswertimewiththeaudienceReference（PartC）Chart3：/v?q=中外劳动力成本对比&src=srp&fromurl=http%3A%2F%2F%2F20060213%2Fn241791074.shtml#q=%E4%B8%AD%E5%A4%96%E5%8A%B3%E5%8A%A8%E5%8A%9B%E6%88%90%E6%9C%AC%E5%AF%B9%E6%AF%94&src=srp&fromurl=http%3A%2F%2F%2F20060213%2Fn241791074.shtml&lightboxindex=5&id=ae8ca0cb04008b280d9d5eaa7e38f6ae&multiple=0&itemindex=0&dataindex=14（Accessed26april）Chart4：/v?q=中外劳动力成本对比&src=srp&fromurl=http%3A%2F%2F%2Fopinion%2F2012%2F04%2F14054112751718.shtml#q=%E4%B8%AD%E5%A4%96%E5%8A%B3%E5%8A%A8%E5%8A%9B%E6%88%90%E6%9C%AC%E5%AF%B9%E6%AF%94&src=srp&fromurl=http%3A%2F%2F%2Fopinion%2F2012%2F04%2F14054112751718.shtml&lightboxindex=5