章节目录
PART I: PROLOGUE The Objectives of What Chinese Want Modern Middle Kingdom: Old Pipes, New Palace PART II: CHINESE SOCIETY Family and Country and Me: Chinese Society China's Middle Class and Communist Party The Long, Long March: Civil Society in China Life in the Shanghai's Lanes: A Community Affair A Day at the Shanghai Zoo: Families in Action Christmas in China Ritualistic Observation Tycoon Tang Jun's Lost 'face': A Chinese Business Tragedy Sex in China: Prudence and Prurience PART III: DOING BUSINESS IN CHINA Always and Anta: Chinese Business The Rise of Chinese Brands: Not Anytime Soon Brand Management in China: Three Golden Rules Chinese 'Recession' Tactics: How Marketers can Win During a Downturn The Chinese Boardroom: Face and Fear Managing China: Stimulating Creativity in a Sea of Convention Winning Designs: Standing out to fit in Digital China: Liberated Consumers, Constricted Corporations E-Commerce in China: Patriarchic Benevolence Illegal DVDs: Why Piracy is here to Stay The Business of Advertising in China: Incremental Progress, No Breakthrough PART IV: THE NEW, OLD CHINESE CONSUMER Never the Twain Shall Meet: Chinese Consumers The New Middle Class: Constants and Variables China's Lower-tier Cities: Brighter Eyes, Bigger Markets China's Booming Luxury Market: Goldmine or Landmine? Car Crazy China: Where Anxiety and Egos Collide The Senior Market: Gray Today, Golden Tomorrow Ambivalent Tiger Moms: When in Rome . . . Young Digital Lives The Chinese and Food: Survival and Success PART V: CHINA AND THE WORLD Icons and Identity: Chinese Global Engagement The China Worldview: Don't Rock Our Boat How China Sees America: Dangerous Love The Obama Brand in China: Beware of Cool Cat Human Rights and Consumer Behaviour Dealing with Dissenters and the Western Response The 2008 Beijing Olympics Shanghai's World Expo: A Domestic Affair China and India: A Match Made in Heaven? China and Japan, Venus and Mars PART VI: EPILOGUE The Myths of Modern China
内容简介
Today China is a critical player in the global marketplace, but there is still widespread confusion about what really makes the country tick - even the Chinese have difficulty explaining their own "Chineseness" to outsiders. In What Chinese Want, China expert Tom Doctoroff posits that China’s distinguishing traits explain the country in profound ways, including: *Connection to History: For thousands of years, the impulses and conflicts within Chinese civilization have driven its people’s behavior and choices. More than any other nationality, they are driven by their past history as much as by their intense focus on the future. This manifests itself in a profound belief in their country's stability and an intense national pride that often drives business decisions. *A Complex View of Morality: As evidenced by their sticky human rights issues, rampant piracy, and endemic government corruption, the Chinese have a significantly higher tolerance for certain things the West would consider wrong. Doctoroff puts these differences in context so that the reader can understand their nuances and impact on business and international relations. *Family Over the Individual: Whereas in America the individual is a prized source of originality, freewill, and consumer choice, in China the focus is squarely on the family and the larger society. This difference can be seen in the educational system, entrepreneurial activity, and many other key aspects of Chinese society.From the new generation’s embrace of Christmas to the secrecy of industry titans; from the government’s meticulously incremental approach to currency appreciation to the middle class’s fixation with luxury brands, Doctoroff explains the mysteries of modern China for those looking to enter the market in a culturally sensitive and effective way.
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