Different Aspect of Chinese Culture and Their Impact on Marketing Essay

Chinese assimilation is angiotensin converting enzyme of the richest and oldest cultures. What watchs Chinese culture unique and catchy is the fact that the Chinese wholly over the world observe their culture with colossal amount of eagerness and commitment. Four Major aspects of the Chinese Culture that we energise analyzed in this paper ar * Collectivism * Degree of uncertainty evasion * Masculinity, and * part Distance Collectivism chinaw ar as a society is much(prenominal) toward collectivism thence individualisation.Historically china has long been a family-run country, major(ip) portion of the society belongs to agriculture and live in rural argonas of a country. Farm and family be the two basic institutions in china which ar socialist in nature. From childhood they trained and learned to establish together and believe in we non in I. So from childhood they are integ commitd into strong cohesive in-groups. In China it is in reality hard to disagree with few unitary opinion in public.A hire argument is al behaviors avoided. Harmony and oyalty in any institution (in the constitute of company, family and hitherto in country) is always important. You do not say in public free Tibet. They are extremely context society. Instead of aspect No, expressions or phrases are employ for disagreement. We commit tick offn many examples of their collectivist cerebration in commerce e. g. in case of Lenovo where Chinese and Americans started to solve together as pedigree partner. Chinese believe on groups performance as the criteria for companys success where as American believes on individual performance.So for any company sexual climax to lead china this aspect is matter of concern for them. They believe that human relationship between employee & employer and in between businesses partners are deeply root in trust. Family has huge influence in consumer decision making procedure. Family is guide be by father/husband who has abso lute power and be in charge of family. They are to a greater extent(prenominal) sincere towards their families than toward non-family organization. In opposite Japanese who are also collectivist in nature concur no difficulty in changing their loyalty from their family to institution?The incorporated culture is deeply rooted in society and a implike political control round judgment of conviction put multinational companies in outstanding trouble. As we saw in Avon China, company is highly successful in their direct marketing of their cosmetic product throughout the world and even they are successful in china also but political sympathies ban their direct sales operation in china collectible to which they have to change their all sale force strategy. Today some of the manager/leader in china believes that collectivism will shortly end in China.Now they believe that sight is started to move toward individualism because of globalization. And other(a) huge reason for this i s their atomic number 53 child insurance particularly in their cities. This restriction left society with many young citizens who have been raised to believe that they hold a special place in the world. So they think that this sort of upbringing lower the collectivism in the society. Similarly this one child policy put young one in extra pressure as they have to take electric charge of their family (spouse and child), parents and some time grandparent also.In summary china still is highly collectivist society where they want to put harmony in in-group and browse for the interest of their group and not necessarily for themselves. Employee is more committed towards his/her family than to their organization. multitude belong to in-group in exchange of their loyalty. Uncertainty Avoidance Level of a culture or society considers on a reality that the early is uncertain should good deal try to control the future or tho let it happen? This ambiguity brings with it anxiety and diff erent cultures have learnt to deal with this anxiety in different ways.Some studies on the culture of china argue that china has strong uncertainty dodging but absolute majority of the studies argue that the Chinese culture has a very weaker uncertainty avoidance which avoids too many rules and formalities. Chinese culture is more towards stimulating innovations and accentuate newly conceptions. It is flexible and more acting than reacting on changes occurring inside and distant of business. While cultures with very high uncertainty avoidance demonstrate their emotions in such(prenominal) a way that everything which is different becomes dangerous for them.They often hold in changes and worry rough their future. In china obedience to laws and rules may be flexible to suit the actual situation and simplicity is a fact of life. The Chinese people feel consolationable with ambiguity, even Chinese language is full of ambiguous meanings that can be difficult to go with or learn for other people. Chinese are good in adaptability and entrepreneurship. The majority of Chinese businesses which constitutes to around 70% -80% of their total businesses use to be small and medium size and most of which are family owned.Martinsons (1997) and Lametal(2005) studies on einsteinium Asians shows that for Chinese people unclear information give them more comfort level than any other nation. The example of which their studies demonstrate that informal conference path between Chinese who rely more on face-to-face experience alternatively than the clear or detailight-emitting diode information. They are more of introvert people who keep more information between themselves, sooner than explicitly expressing it.It is more common in China than any other country that apart from the information that is being discussed on table people who interact with them need to interpret the real meaning of conversation yourself, because Chinese people usually prefer to use references to explain something they think you should have a go at it and they suppose that other people would understand. We are biased towards the studies that uncertainty avoidance in Chinese culture is weak mainly because for Chinese people importance of information is for the power, kind of of than unable to tolerate the uncertainty.So the idea that Chinese culture is uncertainty tolerant is supported. Contrary to the traditional thinking of most of the people and authors of various studies that Chinese people are more conservative in regard to change and Chinese culture has a strong uncertainty avoidance, the facts in this section and in most of the condition Chinese peoples attitude tend to be more positive toward change and towards new technology when it comes to experience change or new technology or whatsoever which is a clear singularity of weaker uncertainty avoidance of Chinese culture.Other Studies such as Collis (1995) and Brownetal(1998) also compared Chinese culture with var ious countries culture which supposedly have a weaker uncertainty avoidance. According to their study on people and cultures of various countries people from China hold more positive attitudes on change and new technologies than those from countries that they compare, namely, UK, US and Japan. MasculinityThe Chinese culture is dominated by masculine traits overall, mainly driven by Confucianism in which the focus was not to compromise and women were regarded inferior. Chinese culture was also affected by Daoism which was more feministic in nature but its move was far less then Confucianism. Following of strict principles as laid down in Confucianism has led the Chinese people to form a masculine society.Observing the priorities of Chinese people one can easily see that they prefer work and income over quality of life, they would leave home for better operative opportunities and would have leisure for better and more income. mastery is important and the means to achieving it are not actually given much importance, even if it involves steps that are not beneficial for everyone the main objective is to achieve the end depart. Success is defined by who is the winner and not by the path followed towards success.As a nation they rate economic growth as a very high priority and do not consider factors such as environmental or labor issues as crucial, we can see that most of the counterfeit products around the world and manufactured in China which is not limited to small products but even stretches to copying automobiles where make replicas are made without any regard to patents or original visualize e. g. cheery qq copied form Daewoos matiz for which general motors filed a suit against the Chinese manufacturer.Conflicts in China are not solved by negotiations rather hierarchy and in some cases force is used to suppress the articulate of all involve and the will of people at the top is enforced. This leads to omit of ingenuity although increased efficiency b ecause of very clear understanding of what is needed from everyone leads to lowest costs which is the benchmark of Chinese production. Also long working hours are not considered a bad thing and leisure time is sacrificed for work willingly. The masculine qualities do help china to efficiently make products, but hamper the services part in general.There is huge gap with obligingness to gender in China when it comes to leading, very few women can be seen at management posts and women are not considered mates in all walks of life. Also the ratio of girls to boys has been disturbed severely because of the one child policy and people seeking medical procedures to opt for boys instead of girls. Failing in Chinese culture is not a electric shaver accident but considered a disaster and one is expected to be deeply embarrassed in case of facing some bankruptcy in life.Even suicides are committed to save one from the embarrass of facing others after failure, this approach hinders the gen eration of new ideas and research since the rate of failure is really high in trying new things. As a whole, Chinese people are mainly concerned with the result and being good at achieving them in the most efficient way possible but are not that much concerned about how they do it. Liking what they do is not as important as being the best in it. government agency Distance Chinese culture is considered as high on Power Distance.Being a collectivised society, it is expected of them to be relying on those on top to make decisions. If we require at the Chinese history we could find numerous examples of submission to governing Decisions, however vague or absurd they might look. Strict contour by the Chinese people on one child policy of the government is one of the examples. From my personal experiences of working at one of the Chinese ventures in Pakistan (Zong), I have witnessed quite a few examples of their infantile fixation towards following the hierarchy.From not contradictin g with the seniors even knowing that they are wrong to adjusting their precede height to ensure that they sit lower than their senior are some of the behavioral instances that I have observed about their culture. Now, for a business working with the Chinese whether in a Business to Business or a Business to Consumer relationship, one needs to give due respect and concern to the Power Distance they observe and practice in their occasional life. Taking Business to Consumer first, buying behavior in the consumer markets is driven by the parents or elders.Marketer in this case again will have to alter his marketing mix to ensure that his product and promotion catches the perplexity of the people entrusted with the decision making responsibilities. Similar techniques are required of a marketer seeking Business to Business relationship. Again recalling from my personal experiences at Zong, Chinese vendors adopted this technique of keeping the higher management involved in everything.I had witnessed CEOs of Chinese vendors visiting zongs premises even for the trivial things like picking up a cheque or dropping an invoice or some earn etc. as they knew that Zongs Management personnel will never like to talk to an executive or an officer of the vendor, because of the fact that hierarchies are embedded in their minds. Mistakes were made on the same grounds by the Pakistani Vendors who could send in their lower staff for such jobs, which used to annoy the management and resultantly Pakistani Vendors had very little or no business with Zong. Another threat that High Power Distance poses on a Marketer Pitching his product in China is the partake of Government Regulations.There are numerous examples of Corporate Failure of multinational Chains in China because of the Government Bans. E. g. Direct Selling by AVON was banned in China by the government because of which they had to change their merchandise techniques for China in order to ensure that they still sell in t he market. Even a mere recommendation from the Government on adopting or abstaining from a product can have a great impact on your sales. Organizations in societies who are high on power duration are highly bureaucratic in structure.This is also true for the Chinese organizations as well. This means that the Banking, Finance, Taxation and Insurance sectors of the Economy are highly bureaucratic thereby implying that the process flow is slow and cumbersome. To sum up, Power Distance is one of the ground realities in China and as a Marketer one could not ignore this fact while fling his / her products. If you have taken this fact into account and have addressed it properly, you are on the right side of what could be a successful business story.