Abstract The paper discusses the Chinese market which is rapidly changing in light of the increasingly global market place. The paper states that the economic boom in China's urban areas is creating a new consumer culture where the consumer has more disposable income, which has affected consumer preferences within the Chinese marketplace. The paper states that the result is that a sophisticated Chinese consumer is emerging and foreign companies need to market to their sophisticated needs, while at the same time marketing to the general population's needs. The paper states that the most effective way for a company to build a strong brand name in the rapidly emerging Chinese market is to adapt itself to the rapidly changing Chineseculture. The paper concludes that despite the numerous challenges that the Chinese market presents, a company can be successful if it spends the time and resources necessary to gain an in-depth understanding of the local culture and the Chinese consumer's attitudes and thus becomes prepared to cope with the many unexpected intricacies of the Chinese marketplace.
Outline:
Introduction
Understanding Cultural Issues
Collective Society
Brand Perception
Language
Aesthetic Sense
Conclusion
From the Paper "The Chinese people carry with them a strong aesthetic sense, based on their perceptions of nature. To the Chinese consumer, in general, images of the natural form are highly attractive. For example, mountains and animals are often used in association with brand names in order to create attractive brand imagery and visual displays. On the other hand, abstract symbols are not favored as they are inconsistent with the Chinese cultural preference for natural aesthetics. Further more, the marketer needs to understand that the Chinese people enjoy complicated forms and shapes and certain colors. For example, the color red is seen as being the most cheerful color and thus can be successfully used to attract people's attention. Another example is the Chinese preference for peaceful imagery, largely a result of the influence of such religions as Confucianism, Buddhism and Taoism. When a company is designing a strategy for marketing their brand in the Chinese marketplace, all of these aesthetic considerations must be made. Therefore, it is important to use specific colors and imagery in order to strengthen the brand's market presence and thus increase overall company profits."
Abstract The paper discusses how recent Chinese blockbusters such as "Crouching Tiger," "Hidden Dragon" and "Hero" are examples of the popular resurgence of classical Chineseculture and mythology in post-Cultural Revolution China. The paper explains that after decades of effort by the communist authorities to wipe out all traces of traditional culture, national and international fascination with the beauty and romance of Chinese history and myth is stronger than ever. The paper relates that during the Cultural Revolution, not only were artists persecuted for creating 'reactionary' or 'traditional' art, anything of beauty was thought of as decadent and even flower gardens were destroyed."
Abstract This paper is an exploration into the world of the Chinese restaurant. It looks at the ethnic compromises and paradoxes inherent in creating a Chinese restaurant in America, for Americans. It shows how in every English-speaking country from England to Canada, Chinese food is a huge business and how for many immigrants it is one of the only businesses ready and willing to take them in. It examines how most Chinese restaurants strive to present themselves as cultural representations where the American connoisseur can have a legitimate cross-cultural experience.
From the Paper "The cultural concessions of the Chinese food industry, and the strange love-hate relationship between mainstream America and Asian minorities are relatively well documented, if often only in passing. In a lengthy essay regarding "Racist love" (that is, the way in which exoticism and positive stereotypes can hurt a minority), Tiffany Loui suggests that America has a long history of romanticizing Asian cultures to their detriment. She records the way in which all Asians are lumped together in the modern American parlance, despite the fact that the differences between regions is in many cases more pronounced than those among European cultures. (For example, the gastronomical, social, linguistic, religious, and economic differences between mainland China and Japan are far greater than those between France and England, and that says nothing of the many provinces within China alone) This is something that can be noticed also in Chinese foods: almost all relatively affordable Chinese restaurants, especially those which do take-out, have extremely similar menus."
Abstract The writer of this paper attempts to justify why many Chinese citizens chose to immigrate to America as opposed to other nations, such as England or Germany. This paper utilizes the push-pull theory to provide insights into the Chinese migration to the U.S. The pull-factor represents the attraction to a receiving country, often a major industrialized nation of the first world, by some perceived offering or opportunity. The push-factor entails impelling reasons such as low living standards, lack of economic opportunities, political repression or war, which made the people choose to leave their country of origin. This paper examines the various reasons Chinese citizens chose to leave their country, including China's feudal society that was controlled through traditional roles and responsibilities that were based on age, sex, birth order and social class. Chinese migration to the U.S. started during the 1840s. This paper explains how the American gold rush of the 1850s served as the pull factor, while the economically depressed area of south China served as the push. This paper examines the difficulties the immigrants faced in America, including the inherent cultural differences that led to conflicts between the new immigrants and the Americans. The writer also discusses the various reasons many Chinese immigrated to Hawaii and the Pacific West Coast, in which Chinese immigrants made up a large portion of the labor force.
Table of Contents:
Introduction
Immigration History
Conclusion
From the Paper "The Hawaiian government felt it was right to use the workers in the fields but one the contracts were up they did everything in power to keep the Chinese from becoming g full fledged members of the island. This included bringing Japanese to substitute for Chinese as well as using Filipinos for the same purpose. In 1903, Hawaii literally created a law that stipulated that only United States citizens or anyone who was eligible to become a citizen which meant non Asians could become employed in the Hawaiian territory. Metropolitan areas became the sanctuaries for the masses of Chinese immigrants. In San Francisco for example, the notion of a 'Chinatown' implied that Chinese in America were in charge of a world within a world."
Abstract The paper discusses the premise that regardless of the efforts of the Chinese media to exclude Western themes from the media, public demand has allowed some Westernized female images to creep into the media of mainland China. The research explores the presence and prevalence of westernized female images in Chinese advertising media.
The paper offers a background of Chinesecultural ideals and provides a literature review. The paper shows how a new image of Chinese women is emerging in the media that is accepted more readily by the women than the men.
Outline:
Background of the Problem
Literature Review
Methodology
Results and Discussion
From the Paper "China is a country steeped in tradition. Historically, it has been resistant to change and the introduction of foreign influences. For many years, China had an isolationist policy towards any type of foreign influence. China wanted to prove that they were self-sufficient. This exclusion of foreign influence isolated them culturally as well. Chinese cultural ideals were reinforced. Traditional female and male roles were predetermined before a child's birth, and the child dare not try to break them."
Abstract This paper examines the sociological and cultural acclimatization of Chinese-Americans by exploring the history of their arrival. The writer explains that this assimilation has been made even harder because Americans do not understand the importance ongoing culture plays in the Chinese family's life.
From the Paper "The Chinese American population holds a unique position in American history. The majority of the initial population of Chinese immigrants arrived in this county under coolie labor contracts, which were similar to the African slaves of the plantations of the South. The Chinese coolies were treated as disposable labor, and given less than full citizen status until the middle of the 1940?s. However, this group did not let the American culture assimilate them; rather the Chinese Americans built their own collective identity, which was a unique reflection of the rich Chinese heritage they left behind."
Abstract The writer notes that the faith of the Chinese in the teachings of Chairman Mao was so strong that it permeated every aspect of urban life, both private and public. Schools rang with the teachings of communist ideals and adults both feared and praised the rules imposed on them by their government. This paper examines the effects of the communist ideal on the people of China. The writer of this article states that the movement of China toward communism was a turbulent one, resulting in social disorder. By providing the reader with an often painful inside-view of the turmoil of the classes during the Great Cultural Revolution of China in his book, "Son of the Revolution", Liang Heng reveals the strength of the Chinese people at a time when China's social structure was at its weakest. This article discusses the permeation and effects of Communist ideals in Chinese society.
From the Paper "Additionally, although the peasants did hold some amount of reverence for Mao's ideas, they did not truly understand the purpose of the Revolution; they saw only themselves having to struggle harder to support a movement that made no sense. As a movement to "Attack the Evil Winds of Capitalism" struck the countryside, for example, rural peasants were left wondering about Mao's intent for them. Liang Heng recounts a tale of a peasant who was told to destroy his ducks - a valuable commodity to a peasant and a symbol of capitalism to the Party."
Abstract This paper discusses how for years, researchers have argued about the nature and character of Asian culture in general and that of Chinese and Japanese culture specifically, for various reasons. Though both countries are part of the collective Asian culture and all that that categorization implies: collectivistic, homogeneous, Confucian and industrious, they are also polarized differently from each other. The paper further discusses how in this respect, it is paramount to examine each market differently, or rather, from a different perspective. For Japan, it is perhaps best to examine from a socio-cultural point of view. In Japan it is conformity to cultural folkways and mores that are perhaps more problematic since it is a democratically run economy with constitutionally supported civil rights.
Abstract The role of the supernatural in the affairs of the living, as a Chinese literary and cultural theme, is discussed with reference to "Dream of the Red Chamber", "Six Records of a Floating Life", "The Death of Woman Wang", and the works of Yuan Mei. It is emphasized that the supernatural was regarded as a natural and recurring set of forces having effect in the temporal, material world.
Abstract The paper discusses the book, "The Eighth Promise" by Poy William Lee, which relates the story of a child born in America of Chinese parents. The paper comments that, in writing the book, the author Poy William Lee tells about his collective experiences as a Chinese-American. The paper also points out that one of the most fascinating aspects of the book is that it highlights not simply the pluralism of America, but the pluralism of Chineseculture as well.
From the Paper "The Chinese marginalization from the greater part of Californian society was a decision of the community's elites, not the community as a whole, as would be the custom back in Poy Jen's village. This exclusion was reinforced by Chinese leaders as much as white leaders, and for their own corrupt purposes, not the common good. Younger Chinese men like William resisted this exclusion, and the idea that they had to choose between being a part of a Chinese community and America. They were intent upon destroying the false stereotype of the 'good Asian' who resists political involvement, and were inspired by African-American resistance to Southern racism."
Abstract The paper explains that although the three Chinese philosophies do not comprise the overall doctrine of the Chinese government at present, their concepts and ideas still form part of the present Chineseculture and society. The paper discusses the beliefs of Confucianism, Taoism and Legalism. The paper maintains that of these three ideologies/philosophies - which at times are considered religions - Confucianism could well be the best replacement for the defunct U.S. Constitution. The paper describes how it will bring a spirit of harmony and cooperation amongst U.S. citizens and its guiding principles on how we deal with our fellowmen can cultivate respect not only for others, but for ourselves too.
From the Paper "Confucianism, funded by Confucius or Kung-Fu-Tzu - meaning "Master Kung" - "is a code of conduct to live this life, and it has had a tremendous impact on how the Chinese live their lives... with a great influence in Chinese government, education, and attitudes toward correct personal behavior and the individual duties to society (Dominguez, 2006)" Although at times, one could look at Confucianism as a derivative of Taoism the basic beliefs and practice of this philosophy are..."
Abstract The paper explains that there is a double standard that Chinese women must live by today. The two standards exist from the traditional past of China as well as from the modern China that has evolved since the 1970s. In the traditional sense, Chinese women are expected to care for their husbands' children and the home. The paper describes how they are socially and economically considered subservient creatures that exist for the glorification of man and must remain gentle kind and giving beings that work to create a world for man that is socially acceptable.
From the Paper "In the modern sense, Chinese women have the right to enter the workforce, be educated and have their voices heard within the social order. However, the issue for Chinese women today lies in being capable of melding these two worlds to be considered culturally correct from both perspectives."
Abstract This paper provides a literature review outlining the various pros and cons of direct-to-consumer advertising as it reaches first and second generation Chinese immigrants in the United States. It discusses advertising best practices and methods regarding material that speaks to trust, health, literacy and culture. The paper then describes the effect of this type of advertising on this population.
Table of Contents:
Introduction
Literature Review: Pros & Cons of Direct-to-Consumer Advertising and Chinese Immigrants
Conclusion
From the Paper "The large Chinese population in the United States indicates that advertising to this population holds both opportunities and risks in the market. As a result, companies should be well prepared on how to play in this market. A review of the literature indicates that in the past decade, the Chinese immigrant consumer population has proven to be a lucrative population, both for the company manufacturing the goods as well as the independent party responsible for advertising. However, proper and efficient direct-to-consumer marketing and advertising plays a significant role in whether the brand or brand name becomes lucrative or not. Research in this area is critical to the continued success of advertising; after the initial research regarding consumer preferences and needs is completed, marketing efforts through sales becomes key. A review of the literature in this area indicates that advertising, promotion and proper use and maintenance of trademarks the most important aspects of market channeling to Chinese immigrants. As long as these aspects are consistently met, the business opportunities of this population appear to be bright. Finally, as stated by the Zhou et al (2007) research, ethnic language media cannot simply be viewed as an ethnic institution isolated from the mainstream host society in which immigrants resettled and that they can facilitate immigrant adaptation."
Tags: marketing, products, culture, literacy, language
Abstract In this article, the writer discusses what it means for the child of a Chinese family to be a first generation Chinese American. For this study, the writer uses information presented in Jade Snow Wong's book, 'Fifth Chinese Daughter'. Further, the writer examines how the assimilation process may change family values.
From the Paper "In Jade Snow Wong's memoir 'Fifth Chinese Daughter' the author tells the story of one Chinese family's adjustment to life in the United States. Told from the point of view of the family's fifth daughter, Jade Snow, the book examines not only the way in which two different cultures clash, but how two generations of the same family might be at odds over what path in life is most appropriate. Indeed, 'Fifth Chinese Daughter' is an exploration of how family values and culture are affected when the ... "
This paper looks at the actual use of Chinese address terms in various interpersonal relations, the grammatical status of the terms of address, and the condition(s) for their occurrence in Chinese.
Abstract This paper lexamines Chinese address terms, their grammatical nature, usage, history of their use, similarities to other languages, and the social dynamics involved in their use. Through the examination of exact terms, the author demonstrates to the reader, the different ways that these terms can be used, depending upon the audience being addressed.
From the Paper "The extension of kinship terms to non-kin persons like categories 6 and 7 has the goal in Chinese communities of socializing the young into respect for their elders and care for their young. Wu says, ?extending the family relationships to outsiders thus fulfills the goal of "one family under the sky" (tianxia yijia)? (1989).Used by the speaker of these terms implies that the rules of behavior are extended to the addressee; or they might even by said to be imposed upon the addressee. If the addressee feels uncomfortable, he can decline the term of address applied to him in this particular relationship. This can happen when the addressee is genuinely modest or when he senses some degree of insincerity in the act. Usually the socializer who confers the address-form is a parent or a caretaker of the child (Hong 1991). But the same discomfort can occur when the term is inconsistent with the addressee's sense of camaraderie."
