
书名:What Chinese WantCulture,CommunismandtheModernChineseConsumer
作者:TomDoctoroff
译者:
ISBN:9780230340305
出版社:PalgraveMacmillan
出版时间:2012-5-22
格式:epub/mobi/azw3/pdf
页数:272
豆瓣评分: 8.3
书籍简介:
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.
作者简介:
Mr. Doctoroff is the author of "What Chinese Want: Culture, Communism and China's Modern Consumer" and is the North Asia director and Greater China CEO for J. Walter Thompson, whose clients include Starbucks, De Beers and Renren.
书友短评:
@ 遗忘前生 看外国人吐槽很欢乐啊 @ joycechennnn Insightful!一位老外把中国人看的透透的:与生俱来的不安全感和根深蒂固的“面子观”,呵呵~ @ paranoid 敏感词、敏感事,一个都没落,满目皆是。这次不是中文版遭删节,而是肯定出不了中文版了。 @ yanyu 最近在读的有关Chinese的书,能涉及的议题都谈到了 @ ay 给(准备)在中国搞营销的老外看的书。不过讲中国人的消费心态和理念还是比较到位的。 @ 杰西西卡 两头捧中间踩 对进军中国市场的参考意义是有的 但很有限 因为全文的中心思想其实是 它非常不同 它是个谜 @ [已注销] 看完联想到之前在学校图书馆看过的一本书–《中国影帝温xx》。 @ Damian 独立的37小节,相当于一个连载专栏,chapter基本是无意义的划分,读起来增加记忆和建立体系的难度,特别还充斥GRE式的表述。涵盖面广,对很多问题的分析深度超出了作为中国人的预期,但也同样存在过度诠释和牵强附会,比如八卦阴阳这种看似地道却又虚无缥缈的东西,能被外人滥用于解释中国的一切,于是也就什么也不能解释。emblazon 是个好词 @ joycechennnn Insightful!一位老外把中国人看的透透的:与生俱来的不安全感和根深蒂固的“面子观”,呵呵~ @ yanyu 最近在读的有关Chinese的书,能涉及的议题都谈到了
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
· · · · · ·
添加微信公众号:好书天下获取
评论前必须登录!
注册