在中国做市场和销售(英文).doc
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在中国做市场和销售(英文).doc
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MarketingAndSellingToChineseBusinesses
AWhitePaperbyMatthewHarrisonandMarkHedleyofB2BInternational
INTRODUCTION
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ThequestionofhowtomarketandselltocompaniesbasedinChinaisonethatisdebatedendlesslybyforeigncompaniesseekingtoprofitfromthehugepotentialofthecountry.ViewsexpressedbybusinesspeopleclaimingtoknowthesecretofsuccessinChinavarywildly,fromthose(generallynewcomers)whosaythatmarketingandsellinginChinais‘justlikehome’throughtothose(usuallythosewithatleastacoupleofyears’experienceinChina)whoexaggeratetheuniquenatureofChinesebusinessandChinesepeopletosuchanextentthatsellinginChinasoundslikeanimpossibility.Therealityisthatthesetwopositionsarebothequallycrassandincorrect–thereisnoreasonwhyaWesterncompanywithaflexible,patientand‘listening’approachtomarketingandsalesshouldnotsucceedintheChinesemarket.
AsChinesecompanieshavedevelopedoverthepastdecade,theyhaverapidlybecomemoresophisticatedintheirbusinesssystemsandpractices,creatingbothopportunitiesandchallengesforWesternbusinesses.AlthoughongoingEast-WestculturaldifferencescontinuetoposechallengestoforeignenterprisescarryingoutmarketinginChina,companiesthatmakeanefforttounderstandsuchvariationsandintegratethemintotheirmarketingstrategiesstandagreaterchanceofsucceedingintheChinamarket.
ThispaperisbasedonpastsurveysofChinesebusinessopinioninthetwokeycitiesofBeijingandShanghai,comprising100in-depthinterviewswithbusinessownersandseniorpurchasers.Companiesofallsizeswereinterviewed,fromthoseturningoverUS$1.5mthroughtomultinationalorganizations.Companiesweredividedintoquotastoensureacross-sectionofdifferenttypesofmanufacturingandservicecompanies.
TheprincipalaimofthispaperistodispelsomeofthemythspropagatedaboutChinesebusiness,andexplorethereasonsbehindbothsuccessfulandunsuccessfulmarketingandsalesapproachesinChina.
CHINESEATTITUDESTOWARDSMARKETINGANDSALES
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WhendiscussingChineseattitudestowardsmarketingandsales,itisimportanttomakethedistinctionbetweenthedifferenttypesofcompaniesoperatinginChina.MarketingstaffemployedbywesternmultinationalstypicallyhavemoreheightenedawarenessofmarketingconceptsthanlocalChinesecompanies,oftenemployingexpatriatesorreturneeoverseasstudentswithMBAsinseniormarketingpositions.WithsuchlargevariationsinmarketingpracticesamongdifferenttypesofcompaniesinChina,foreigncompaniesarebestadvisedtotakeaflexibleapproachtosalesandmarketing.
Ingeneral,theprincipleof‘marketing’inbusiness-to-businessmarketsislesswidelyrecognizedinChinathaninmorematuremarkets.Commonly,marketingisviewedasataskforthesalesdepartment,itsrolesometimesviewedaslittlemorethantakingcareofthecompanylogoandbrochures.Inshort,marketingisdefinedbymanyinChinesebusinessesasconsistingofonlythe‘promotion’elementofthe4Ps.‘Product’isthejobofengineers,‘price’thejobofsalesforcesand‘place’thejobofseniormanagement.Atworst,marketingdepartmentsarederidedas‘spendingdepartments’,theirapparentlysuperficialoutputseenasapoorsubstitutefortherelationshipsthataresoimportantinaChinesebusinessenvironment.
Figure1The4PsOfMarketing
IncontrasttosomeWesternmarkets,thesalespersonandmorebroadlytheprincipleofsellingaremorewidelyrespectedinChina.Twoissuesperhapslieatthecoreofthisfact:
firstly,theentrepreneurialspiritoftheChinesepeople,andsecondlythegreatimportanceplacedonrelationshipsinbusinessdecision-making.Agoodsalesmanmustbeadeptatforgingnotonlyrelationships,butalsofriendshipswithpotentialcustomers.Theimportanceofrelationship-buildingtendstoimplyalongsalesprocess,requiringofsalespeoplepatience,continuallearningandanon-the-groundpresence.
HOWDOCHINESECOMPANIESWANTTOBETARGETED?
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InordertoappreciatehowgoodWesterncompaniesareattargetingpotentialChinesecustomers,itisworthwhileconsideringhowChinesecompaniesprefertobetargetedbypotentialsuppliers.Asinothermarkets,theanswertothisquestionisthatawiderangeofmarketingandsalestechniquescanwork,andusuallyacombinationofdifferentmethodsisnecessary.Figure2illustratesthegeneralviewoftheChinesebusinesscommunity:
Figure2CommunicatingWithChineseClients
Whatareyourmostandleastfavour
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