Writing.docx
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Writing.docx
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Writing
“TheButterflyEffect”
-TheChangeofConsumerismofChineseYouth
ReachOuttoWorldwideEconomy
By
Shella,Rita,Ammy
AThesisSubmittedtotheDepartmentof
Business
InPartialFulfillmentoftheRequirementsfor
TheDegreeofBachelorofArts
Underthesupervisionof
WritingTeacherAndyPaluch
WuyiUniversity
June10,2012
Shella,Rita,Ammy
Classone
“TheButterflyEffect”
-TheChangeofConsumerismofChineseYouthReachOuttoWorldwideEconomy
Abstract:
TheincreaseofChineseyouth’snumberandtheirconsumptionpowercreateagreatpotentialmarket.AndthechangeofconsumerismofChineseyouthtriggersinternationalcompaniestoproducemoreproductstomeettheirdemand.Thus,Chineseyouthplaysanimportantroleininternationalcompanies’moneyearning.
Chapter1:
Introduction:
AnarticleinChinaDailyshowsthat“Titanic3D"grossedanunprecedented$67millioninChinainsixdayssinceitsApril10debut,accordingtostatisticsfromthe20thCenturyFoxFilmCorporation.Theoriginal"Titanic"rakedin57milliondollarsinChina,asignificantfigureatthetime”.(ChinaDaily)AnotherarticleinNewsCentercalledshowsthatonJune4,2012Titanicfinallylefttheateraftertwotimesapplyforpostponing.SofarChinaisthehighest-grossingforeignmarketforthefilm.Inthepast,foreignmoviesonlydisplayinonlyabout180theaters,buttodaythereare3,500locationsinourcountry.(XinwenZhongxin)Chinaturnsintotheleadingforeignmarketforforeignfilms.ThemovieofTitanicisthethemeoflove.ItcaterstoChineseyoungpeople’sinterest,especiallycollegestudents.Thebigconsumergroupofcollegestudentsismakingagreatcontributiontothehighest-grossing.InthiswaycontemporaryChinesecollegestudents’consumerismsomehowhaveaneffectonworldwideeconomy.Moreover,withthedevelopmentofeconomyandimprovementoflivingstandards,manyChinesecollegestudentslikeushavecellphonesorpersonalcomputersandsomestudentslikepurchasingproductsoffamousbrand.Studentskeenonpurchasingfashionmoreorlesshavecausedsomeeffectonworldwideeconomy.ThewholepaperisdividedintosixChapters;ThefirstChapterisintroduction.ThesecondChapterisabouttheinfluenceofChineseeconomyonworldwideeconomy.ThethirdChapterisaboutinternationalmarketinginChina.ThefourthChapterisaboutconsumerhabitsofcollegestudents.ThefifthChapterisaboutChineseyouth’sconsumerismhaveaneffectonworldwideeconomy.Finally,conclusionisdrawn.Allthesearegivenacarefuldiscussionandadetailedstudyinthispaper.Tostudythistopic,wehavedonealotofsurveyandinterview.Sointhefollowingchaptersoffourthandfifthofthispaper,wewillusesomedatawhichisanalyzedbyourselvesafterwehavedonethesurveytosupportourpaper.
Chapter2.TheinfluenceofChineseeconomyontheworld
2.1Theworldfactoryinthepast30years
SinceChinaputforwardthepolicyofreformingandopeningtooutsidein1978,itsoveralleconomicdevelopmenthasincreasedrapidly.Inthepast30years,astheworld’sfactor,Chinaexportedafloodofgoodstooverseaswhichprovidedpowerfulmaterialbasisforitsrelatedactivitieswiththerestoftheworld.In2001,itjoinedWTOwhichprovidesanarenafortheenterprisesofChina.Atthesametime,Chinaisaimedasabigmarketformanyinternationalcompanies.AfteritjoinedtheWTO,notonlyassociationbetweenitsmarketandthatofforeigncountriesbecomemorecloserbutalsoconceptsofconsumptionfromabroadinfluenceChina.
2.2Urbanizationandthestrongspendingpower
ThesoaringdevelopmentofindustrializationofChinanotonlyrendersitastheworldfactorybutalsosaveitspeoplefromtheshortageinnecessity.Chinahasenteredintotheeraofurbanization.Comparedwithpast,peoplehavemuchmoremoneyintheirhands,theirspendingpowerbecomestrong,moreandmorepeoplemovedintothecity,theybecomeopen-minded,theyaregraduallyacceptingtheconsumingconceptfromabroad,thatis,excessiveconsumption.Thebigmarketwithahugepopulationof1.3billionattractsinvestorsfromworldwide,andthestrongspendingpowerof1.3billionofChinesepeoplehasinfluentialeffectontheeconomicdevelopmentalsystemofthewholeworld.
Chapter3.TheinternationalmarketinginChina
3.1Thestrategyofinternationalcompanies
SeeingtheobviouschangesofChina,multitudesofinternationalcompaniescasttheirattentionstothismarket.CountlessgoodsflowedtoChina.Accordingtosomesurveys,internationalgoodsinChinaingeneralcanbedividedintothreecategorieswhicharelivinggoods,food,andentertainment.Throughvariousmarketingways,internationalcompanieslaunchaseriesofmarketingactivitieslikebrandpromotion,discountingandsoonwhichintensifytheir“attack”onthetargetmarket.
3.1.2ThebigmarketshareofinternationalgoodsinChina
Whenitcomestowhatthebigmarketshareare,itcanbefoundfromthesurveysthatlivinggoodsisoneofthebiggestshare,typically,mobilephonesandcosmetics,somestatisticssuggestthatthemarketshareofcosmeticbrandsinchinaaredominatedbyforeigncountrieslikeAmerica、France、Korea、Japanandsoon.Inaddition,only53.8%ofpeopleinchinaknowdomesticcellphones.AmongabroadbrandsNokiaranksthefirstamongabroadbrandswhichaccountsfor96.9%.InthetermsoffoodisthemarketofKFCandMcDonald,thechiefofMcDonaldinchinasaid:
“ChinaisthefirstcountryinwhichMcDonaldsubsidiaryhasoutnumberedonethousandoutsidetheAmerica.Inthetermsofentertainmentisthefilm,accordingtoGaoJun,whoistheassistantmanagerinoneoftheBeijingfilmcompanies,hesaid:
“filmcompaniesfromabroadcompareChinaasagoldfield,alargenumberofChineseaudiencehasgotintothehabitofseeingabroadfilms.”(JournalofXinxiangTeacherCollege,ThemarketofabroadfilmsinChina,McDonaldinChina)
3.2ThemajorgroupofconsumingInternationalgoods
AccordingtoMckinseyQuarterly,theconsuminggroupsofChinaontheseabroadgoodslargelyareyoungmen,andthecharacteristicsofthisgrouparethatthoseyoungmenaremoresensitivetonovelty、fashionandindividuality.Whilethisgroupissegmented,thecollegestudentstakeabigproportion.Chinesecollegestudentsinnowadaysopposemuchmoneythanthatofthepreviousyears.Theyhavebeentreatedasabigconsuminggroupandbecomethefocusofinternationalcompanies.(MckinseyQuarterly,“themajorconsuminggroupinChina,VinaryDixit,)
Chapter4ConsumerHabitsofCollegeStudents
4.1Changesofconsumerismbetweenourparents’generationandourgeneration
4.1.1Whyithappened
AccordingtothetheoryofthePermanentIncomeandConsumptionTheory,oneofitsbasicviewpointsisthatconsumerexpendituredependsonpermanentincome.(MFriedman)Atthattime,ournationisunderthetransitionperiodofreformingandopening,soeverythingisabrandnew.People’slivingstandardsarestillinalowlevel.Theydidn’thaveextramoneytobuymoregoodsandtheirbasicconsumptionisforfood.
4.1.2Theconsumerismofourparents’generation
Onthebasicofoursurveyresult,collegestudentsofourparents’generation’slivingexpensesareabout$10permonthforamiddle-levelfamilyatthattime.Andalmosttheirlivingexpenseswerespentonmeals.Theyoccasionallyspentsomemoneyinbuyingstampsandenvelops.Writinglettersistheonlywayforthemtogetintouchwiththeirfamilymembersandfriends.Sotheirconsumptionisverysimple.
4.1.3Theconsumerismofourgeneration
Weareanewgenerationofthecross-century.Ournationisdevelopinggreatlyinthisperiod,sopeople’slivingstandardsimprovealot.Andundertheinfluenceofglobalization,culture,economy,scienceandtechnologybetweencountryandcountryisinfiltratingintoeachother,andthiscausedpeople’sconsumptionchanged.Collegestudentsofourgenerationhavemorelivingexpensesthanoldergeneration.Accordingtooursurvey,studentsspentmoneyonmealstakesupabout62.5%;theyspentmoneyonentertainment,liketelephone,Internetfee,moviewatchingtakesupabout15%;theyalsobuyclothes,cosmetics,ornaments,andthistakesupabout18%amonggirls.Fromoursurveyresult,wediscoverabouthalfofboysspendabout100to200inentertainingtheirfriends.SowecanseethatthecontemporaryChineseyouth’sconsumptionbehaviorsarevariouscomparedtothatofparents’generation.
Chapter5:
Chineseyouth’sconsumerismcausedsomeeffectonworldwideeconomy
5.1.Theconsumingpowerofcollegestudentstakesupabigproportion...
5.11.Theincreasingnumberofcollegestudentsmeansapotentialmarket.
Asweallknow,thespendingpowerofcollegestudentsisstrong,astobusinessmen,thecampusmarketislikenedasagoldminewhichwaitingforthemtoexploit.ThereportshowsthatthenumberofChinesecollegestudentsisincreasinggradually.From1998,thenumberofcollegestudentsrisesanaverageof20%everyyear.Until2007,thenumberhassurpassed23millionandexceedsthenationalpopulationoftheAustralia.
5.12.Thespendingpowerofcollegestudentsisstrong.
Collegestudentsarereadilytoexperiencenewthings,evennewcolawithimprovedtasteorsomehigh-techproductssuchasmp4,notebookcomputer,anddigitalcameraandsoon.Tosomeextent,thespendingpowerofthemisstrongerthansomeordinaryofficeworkers.Exceptfornecessity,computerconsumption,telephoneconsumptionandloveexpensearethemainextraconsumptionofthem,andthemoneytheyspendonthemismorethaneatingandbuyingschoolsupplies.Fromthereportof2006oncollegestudents’consum
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