战略营销管理论文英文.docx
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战略营销管理论文英文.docx
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战略营销管理论文英文
SomediscussionabouttherecenteconomicdevelopmentofChinaregardingtotheinternationalbusiness
1.0Introduction
GreateconomicachievementhastakenplaceinChinasincetheadoptionofreformandopeningpolicy.Withtherapiddevelopmentofdomesticeconomyandtheincreasingoverallnationalstrength,Chinaisshowingagoodmomentumofdevelopmentintheworldwideeconomyandhasitsplaceintheinternationalcooperationandcompetition.TherearemoreandmorecountriesdoingbusinesstransactionswithChina.Increasinglyfrequentbusinesstransactioncanbefollowedbyvariousbusinessissuesconcerningbusinessethicorconfidencecrisis.Thenthearticlewillseparatelydiscusssomerelatedquestions.
2.1TheinternationalizationambitionsofChinesecompaniesaffectedbyrecenteconomicgrowthofChina
Intheinternationalbackgroundoftheincreasingglobalization,Chinaisbecomingahighlyopencountryasthebigtradingnations.Withthestrongeconomicdevelopmenttrend,Chinacompaniesareappearingtheincreasinginternationalizationambitions.Theinternationalizationisnotachoiceanymore.Itisaninevitabletrendofthedevelopmentofworldwideeconomy.ThelevelofinternationalizationisdependentmoreonthedegreetowhichChinacompaniescanoperateaccordingtonewglobalideasandregulations.TherearegrowingnumberofChinesecompaniestryingtoexpandtotheinternationalization.Buttheredonotseemtobethatmanysuccesssorties.Regardlessoftheconsequenceofinternationalization,tryingtogoglobalisbeneficialtoChinesecompaniesorChineseeconomy.TheinternationalizationisnotonlyanirresistibletrendbutagreatopportunitytoChina.
WiththerapidstrengtheningofChineseeconomy,Chinaisplayinganincreasinglybigroleininternationalbusinesscooperationandcompetition.Chinesecompanies,therefore,feelmoreconfidentabouttheirinternationalizationambitions.Forexample,Tencent,thesupremacyofinstantmessengerinnationalInternet,releasedanewEnglishversionQQclientforWindowsVista,andprovidedtheaccesstodownloadit.Besides,TencentstartedtheEnglishwebsite,.ThislittlepenguinhasopenadoortotheEnglishworldrelyingonitsownpowerfuladvantages.ItmarkedthestartofTencententeringintotheinternationalmarket.TheinterfaceoftheEnglishsiteisverysimple,andtheareaofpicturedisplayonhomepageisclean.Thesecharactersaremeetingtheaestheticsofforeignersandarehelpfulinadaptingtothenewmarkets.
Tencenthavemorethan80%ofmarketshareinChina.ForthoseuserswithEnglishbackground,oneofitslargestadvantagesisbeingabletocommunicatewithChinesepeople.Affectedbytheeconomiccrisis,in2009,peoplefromanyothercountriesintheworldwerelookingforwardingtoearningsomeprofitsfromtheeconomicdevelopmentofChina.TherewerehighernumberofpeopleputtingtheirattentiononChina,includingthecurrentpoliticalaffairs,businessopportunity,history,culture,andsoon.Obviously,itisthemosteffectivemethodforthosepeopletocommunicatewithrealChinesepeoplethroughinstantmessenger.ItwasactuallyachanceoflifetimeforTencentatthattime.AndthatwaswhyTencentstarteditsinternationalizationprogressinthespecialtimeofeconomiccrisisshockingtheworldwideeconomy.
Sincethefinancialcrisis,thetraditionaldevelopedmarketandcompaniesofdevelopedcountrieshavesufferedhorribly.ItisagreatopportunityforChina.Inthetermsoffundingcapacity,thestated-ownedcompaniesinChinaarerichincapital.Theycanbesupportedbynationintheirmergersandacquisitionsactivities.Thisisanobviousadvantageagainstforeigncompanies.What'smore,Chinaitselfisalargemarket.Itisanattractivemarketresourceinglobalmarket.CostadvantageisanotherfactorsimprovingtheChinesecompanies'internationalization.Atthesametime,theyareencouragingtheinternationalizationambitionsofChinesecompanies.
AlthoughChinahavegoneglobalforyears,thesuccessfactorsisnotsomany.EvenLenovohasexperiencedrubsinitsinternationalizationprogress.Accordingtoastatisticaldata,thefailureratioofcorporatemergersandacquisitionofChinesecompaniesininternationalmarketismorethan70%,whilethefailureratioofwesterncountries'corporatemergersandacquisitiontransactionsisonly40%.Mostofourcountries'companies,particularlythestate-ownedcompanies,arenorfamiliarwiththeforeignmarket.Inasense,Chinahasnotbeenradicallycommercialization.
Intheprogressofinternalization,Chinesecompaniesneedmoreinternationalmanagementtalent.Theyneedtofindtheleastexpensiveresourceandthemosteffectivetechnologyandmanagementstyleandtoprovidetheproductsandservicetothepeoplewhoneedthemfully.
2.2DiscussthecurrentstateofbusinessethicsinChinesefirms,usingevidencefromacademicandotherinformationsources.
Businessethic,asanideological,isnotonlydecidedbycertainsocialeconomiesandculturebutcounteractingthecertainsocialeconomies.Ithasimportantguidingsignificanceonbusinessactivities.Sincetheimplementationofthepolicyofreformandopeninguptotheoutsideworld,Chinahasgotgreatachievementineconomicconstruction.However,withthegrowingsocialproductivityandincreasinglydevelopedcommoditieseconomies,theissuesofmoraldefaultineconomicfieldcomestotheforefront.Theseproblemsweighheavilyagainstpeople'seconomicactivitiesandsocialatmosphere.Meanwhile,theycausehugepressureontheenvironment.Therefore,itisnecessaryforthosebusinesspeopleengaginginthebusinessactivitiestoliveuptobusinessethics.Theyshouldhavegoodbusinessreputationandestablishcorrectbusinessethicvaluetomakethemselvesgrowhealthilyandfatherinthetideofcommercialeconomies.ThegovernmentofChinahavetostrengthenthebusinessethicconstructionandcomeup"newideas"totheconstructionprogress.Thebusinesssubjectsneedtoimprovetheirownmoralstandardandsetcorrectbusinessethicvalue.Onlythencanvariousproblemsinbusinessfieldcanberesolvedsmoothly.
Chinahadalonghistoryofabundanttraditionalbusinessethicsinceancienttimes.TheancientHuiMerchantsinChinaactedontheConfucianethic.Theytreatedpeoplewithsincere,didbusinesswithreputationandearnedprofitswithloyalty.Specially,theHuiMerchantstookcommoditiesqualityseriously.Itwassignificantforthemtoprotecttheirbusinessreputationandpromotethesustaineddevelopmentinthelongrun.Inadditiontoadopt"quicksaleandsmallprofits"policy,theHuiMerchantsadheredtotheruleofmoralityandhonesty.Thishelpedtoobtaintrustfromthecustomersandbringgoodbusinessreputationamongthem.Similarly,theancientbusinesspeople,keepinghonestyandtrustworthy,,beingpatrioticandabidingbythelaw,madegreatcontributiontotheformofChina'sgoodtraditionalbusinessethic.
Inthecontemporaryperiod,ChinesefirmshaveconsideredthebusinessethicssinceChinajoinedintheWorldTradeOrganization(WTO).Goodtraditionalbusinessethicarestretchedoutininternationalbusinesstransaction,likebeinghonestyandinsistingonhonest,beingpatrioticandabidingbythelaw,implementingthe"quicksaleandsmallprofits"policy,andsoon.Buttheincreasingmoraldefaultshouldnotbeignored.
Obviously,incurrentsocietyofChina,thebusinessethicproblemshavebeentheheartacheandheadachetobusinesscommunityandallsocialcircles.Alltheseissues,likefoodanddrugsafetyissues,theunfaircompetitionamongcorporationsandthecorruptionoccurringbetweensomecorporationsandgovernment,arerelatedtobusinessethics.
AlthoughChinaareinthestageofrapideconomicdevelopmentnowadays,therearestillhugegapinrelevantlawsandregulationsandcivicconsciousnessbetweenChinaanddevelopedcountries.Peoplearelackingoflegalandethicalawareness,orwithnofaith.Accordingtothesurvey,InvestigationofthevalueorientationofcontemporaryChinese(,conductedbyNewsWeekandSin2004),morethanhalfofthe6000peopleparticipatedintheinvestigationhavehadfollowingbehaviors:
havingthecorporateresourcesforprivateuse;beingdisingenuoustocollagescolleagues;allowingorevenhavingdonethecampuscheating;makinglotsofmoneythroughexploitingthelawloopholes;acceptingtheemotionalcheatingoftheirclosedfriends;oridentifyingthecurrentdecliningsituationofethic(NewsWeek,2004).
Besides,aparticularsourceofconcernisthosemajormoralimperfectionevents.Forexample,in2008,theincidentofSanlumilkpowdershockedthewholenation.Accordingtotheinvestigationconsequenceofrelateddepartments,thepowderwasfoundtocontainachemicalsubstancecalledC3N6H6whichcancausegreatdamageonbabies'health.Itwasofficiallyreportedthattherewere6babiesdeadandmorethan5,4000babiessickresultingfromdrinkingthemilk.Affectedbythisincident,thewholedairyproductindustryofChinawasintrouble.Thecustomerslosttheirconfidencetothediaryproduct,andevensomeproducerwithsmallsizewereeliminatedfromthediaryproductindustry.
Bycoincidence,thereareoftenmineaccidentshappeninginsomeblackbrickkilninChina.Minersintheseblackbrickkilnareforcedtoworkforalongtimewithoutarest.Theysufferabusefrequentlyduringwork.Tomakethingsworse,someminerscannotreturntothesurfaceanymorebecauseofthelackofsafetyguaranteemeasuresinthemine.Thephenomenonofbusinessethicdeclinearemuchmorethanlikethis.
Thereareincreasingmoraldeficiencieshappeninginvariousbusinessfields
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