This monograph provides a review of the literature on Chinese consumer behavior and its strategic implications. The contemporary hybridity of the Chinese market is explored by concentrating on seven constructs, each representing a paradox or apparent contradiction. These seven constructs focus on the contrasts posed by: the consumer impact of the "open-door policy" versus market socialism, the consumer values of long-term orientation versus "prosperity now, " collectivism versus conformist individualism, low power distance versus status appeals, rapid economic growth versus feelings of perpetual insecurity and superstition, communist-based equality versus urban/rural-based social class hierarchy, and the appeal of global brands versus consumer ethnocentrism and animosity. Strategic implications are discussed.
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ISBN | 9783639286571 |
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Sprache | eng |
Cover | Kartonierter Einband (Kt) |
Verlag | VDM Verlag Dr. Müller e.K. |
Jahr | 2010 |
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