Chinese Culture and its Influences on Export Marketing Strategy of Taiwanese Computer Firms

Hsieh, Yaolung James

doi:10.1007/978-3-319-13159-7_38

Cited by 1 publication

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“…Yaolung James Hsieh considers Confucian values as a fundamental part of the Chinese culture and the influence of these values on the export marketing strategy of Taiwanese computer firms [17]. The obtained findings show that the Confucian values affect practically all aspects of export marketing strategy in the firms of study.…”

Section: Prevalence Of Traditional Cultural Values In Chinese Advertimentioning

confidence: 91%

The Cultural Aspects of Advertising Communications in Modern China

Koptseva

Reznikova

2017

East Asia

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Your article is protected by copyright and all rights are held exclusively by Springer Science+Business Media B.V., part of Springer Nature. This e-offprint is for personal use only and shall not be self-archived in electronic repositories. If you wish to self-archive your article, please use the accepted manuscript version for posting on your own website. You may further deposit the accepted manuscript version in any repository, provided it is only made publicly available 12 months after official publication or later and provided acknowledgement is given to the original source of publication and a link is inserted to the published article on Springer's website. The link must be accompanied by the following text: "The final publication is available at link.springer.com".Abstract Advertising studies allow us not only to differentiate successful from unsuccessful marketing activities, but establish the fact as well that advertising reveals specific cultural norms that somehow differ depending on global regions. Advertising studies feature a clearly pronounced interdisciplinary nature and allow us to better understand what cultural basis specific advertising texts are made on. An advertising message is oriented on both rational and emotional-affective processes among the people perceiving the message. Modern Chinese consumers live in a complex social and cultural space. The ideology of the People's Republic of China combines traditional philosophy, socialist ideas, and technological pragmatism. In modern China, advertising costs are skyrocketing (the year-to-year increase is about 100%). Chinese visual advertising images are based on a complex mixture of global and traditional cultural values and embody different aspects of Bthe Great Chinese Dream.^A visual analysis of Chinese advertisements allows us to see what traditional and global values are embodied by advertisers in advertising texts in order to render such advertising messages more effectively. Generally encountered are female images, nature-related images, and images pertaining to the ancient past of China. At the same time, ancient Chinese traditions are subject to globalization. Chinese traditional female images are created in the context of trends of mass culture. Nevertheless, the keynote remains within China's traditional values. All the while, it features no forced separation from the global culture. It is more likely that China harmoniously includes the components considered acceptable within its own worldview.

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Section: Prevalence Of Traditional Cultural Values In Chinese Advertimentioning

confidence: 91%