Typography by Kathrine Zhang Nan

Introduction

Typography is study type and type faces, the evolution of printed letters. Since man did not begin to write with type, but rather the chisel, brush, and pen, it is the study handwriting that provides us with the basis for creating type designs.

The first thing to keep in mind when thinking about the history and development of typography is that many early printers were not just printers, but typographers as well. The first independent type founder was a French gentleman by the name of Claude Garamond. Although not the inventor of movable type, Garamond was the first to make type available to printers at an affordable price. Garamond based his type on the roman font of Griffon. Before Garamond’s independent practice, men such as Jenson, Griffon, and Claxton played specific roles in the development of type. Jenson perfected the roman type, Claxton conceived a bastard gothic font, and Griffon developed italic.
(Source: http://www.pointlessart.com/education/loyalist/typeTalk/garamond/history)

Several of the fonts we see on our computer’s have evolved from the work of type founders of the fifteenth and early sixteenth centuries. The weakest period the history of type rests in the sixteenth and seventeenth century printing presses. Many presses mixed many sizes and styles of type into single pages, fliers, and playbills. These are 100-150 years witnessed very little in the progression of typography.

It is difficult to cover all the developments and movements’ history of typography in a short space. My separation is evolving typography from the development. The three main developments evolutions have. The design of type began with early cuneiform images carved into stone or painted on cave walls. The tradition expanded into black letter calligraphy in the Middle Ages, then flourished in the industrial age with the development of Roman and then Gothic letterforms.

Now, with the advent of PCs, anyone can create a typeface; there are literally thousands available. But that doesn’t mean they are all good. In the early include Pictograph or Petroglyph, Cover Hieroglyph, Cuneiform, Phoenician, Greek, Roman, Latin and Hebrew. “Transitional” type is so-called because of its intermediate position between old styles and modern. Transitional Type is the tradition expanded includes Middle Ages, Revival of Learning, Gutenberg’s Type (ca. 1450-1480), Movable type and The Bible.

In the Bible there will have more important points to show the typography. Now the typography has a large variety. Like Verdana, Datum, Arial and so on. Have lots of form, like Bold, Italics, Bold and Italics, Sans Serif and so on. In the Modern typography is the most impartment. It’s very useful for Graph Design, Business Design, and Poster Design and so on.
Because along with the time is developing. Typography design also changes greatness. In the Modern society, the typography design is more and more important. Typography design passes along with the time diversifies. No matter in the life, art, music or business, must to be use the design typography to show there’re idea. Especially in the logo design is very useful. It commissary civilization’s developed.

Review of literature
The Egypt of Hieroglyph
From BC, 3500, until A.D. 2 century, they’re immediacy describe the object of letter sign. At first the user are the abbes. Hieroglyph is a rule at the hieron on the wall and on the religion memento. Because this the Greek call it “Book of Books”. Egyptians view their own pictograph is the moon god inventions. China Kingdom for the period beginning with reed pen writing tools featured in the paper writing paper, the Chinese pictograph Sketch of the evolution of a simplified form, known as monk’s body. BC, 7 century, monks and evolution of a body of the cursive scripts written language faster, usually writing for the daily papers, this called secular body. Please see figure1.
(Source: http://toastetime.bokee.com/4902188.html)
The Hieroglyph is the pioneer of the typography. They’re symbolize human’s culture is beginning. It’s the oldest typography in the word.
Gutenberg often called printing inventor. In his contribution is the invention of moveable trick printers, a variety of written materials so that speedy and accurate printing? It has been used from ancient times and rigid printing the same principles and seal rings Zhang Yan. Many centuries ago in ancient Tang Salih, the Chinese people will understand the rigid gun, a note found in the country’s 868 years of printing books.

In ancient Tang Salih, the Westerners also understand rigid printing, rigid printed enable many copies of a book printed. But this method has a big mistake, a new book is printed each require a new wooden boards or printed, and thus the publication of a wide variety of books was not practical.

The Gutenberg Bible, the first substantial book printed with movable type, is one of the greatest treasures in the Ransom Center’s collections. It was printed at Johann Gutenberg’s shop in Mainz, Germany and completed in 1454 or 1455. The Center’s Bible was acquired in 1978 and is one of only five complete examples in the United States. Born near Turin, Giambattista Bodoni was the fourth son of a master printer.
He was made director of the Royal Printing House of the Duke of Parma. No printer was more acclaimed in his own lifetime than Giambattista Bodoni. He did away with old-style letters and introduced a new clear simple type – the Modern typeface. The roman letter he cut in 1798 is usually what we mean by a Bodoni.

His type was characterized by a severe simplicity. In his influential Manuela Typographic of 1818, he laid down the four principles of type design “from which all beauty would seem to proceed”, which were: regularity, cleanness, good taste, and charm.

His masterpiece was Homer’s Iliad, which was dedicated to Napoleon who made him a Chevalier. He died while at work on his Manuela. Bodoni’s influence was enormous and his design held sway throughout the 19th century. In 1907, Morris Fuller Benton rebuts ATF Bodoni which is still use in today.

(Source: http://www1.cei.gov.cn/serve/index/showdoc.asp?Color=Nine&blockcode=wnworld&filename=200306103017}

As Western culture and thought patterns different direction with their letters the great discrepancy between the East. While the U.S., Britain, Germany, France, the text of some of the letters is different, and the manner of its composition is roughly the same language.

The invention of the alphabet with the prolonged use of the cultural make it today to enjoy the fruits of development, thanks to the people to reflect on and efforts in this regard.

No civilization, and to the continuation of their culture and history, will have their own means of dissemination, and use of language, writing, pictures or other manifestations. “Rosetta stone” 196 years before Christ is the inscriptions of Egypt Mengfeisi City monks were, the King wrote a letter to the then sing praises of someone gratitude letter. This is the 15th dynasty King Pharaoh Ptolemy.
Soon after he boarded the King throne, the monks have outstanding tax abolition, and for opening up new sources of wealth deity of the temple to take special protective measures have brought a series of benefits to the monks, the monks were quickly won the admiration. So monks who wrote this letter of gratitude and written languages in the three characters in this black basalt carved steles.

The earliest books were written on scrolls. From the Second Century A.D. to the present time, however, most books have been produced in the familiar codex format other words, bound at one edge. During the middle Ages, manuscript books were produced by monks who worked with pen and ink in a copying room known as a scriptorium. Even a small book could take months to complete, and a book the size of the Bible could take several years.

In the 1460s, block books incorporating pictures became popular in Europe. An entire illustrated page was engraved on a wood block and printed on only one side of the paper. A similar printing process involving blocks had been developed in the Far East many centuries before Gutenberg’s time. The engraving and printing of block books was a cumbersome process and was unsuitable for books consisting primarily of text.

(Source: http://www.qdsf.qdedu.net/grwzh/jihe/aiji2/home-9.html)
Digital
The earliest computer-based typesetters were a hybrid between the above-mentioned photocomposition machines and later pure digital output. They each had their own command language for communicating with output devices. Although these machines had advantages, they also had problems. None of these early command languages handled graphics well, and they all had their own formats for fonts. However, some of these devices are still in service as of 1995, for use in production environments which require more speed and less flexibility.

In the late 1980s PostScript gradually emerged as the de facto standard for digital typesetting. This was due to a variety of reasons, including its inclusion in the Apple LaserWriter printer and its powerful graphics handling. When combined with the Macintosh and PageMaker, the seeds were all sown for the current dominance of computer-based typesetting.

Most high-end typesetting still involves printing to film, and then making printing plates from the film. However, the increasing use of high-resolution printers makes the use of actual printing presses unnecessary for some jobs. And the next step for press printing is the elimination of film altogether, as is done by a few special systems today, in which the computer can directly create printing plates.

Today, although PostScript predominates, there are a variety of competing page description languages, font formats computer hardware platforms and desktop publishing and graphics programs. Digital typesetting is commonplace, and photocomposition is at least dying, if not all but dead. Digital typefaces on computer, whether Postscript or some other format, are generally outline typefaces, which may be scaled to any desired size.

There has been considerable economic fallout from all this in typography. Although some digital type design tools are beyond the price range of the “average” user, many are in the same price range as the mid- to high-end graphics and desktop publishing programs.
This, combined with the introduction of CD-ROM typeface collections, has moved digital type away from being an expensive, specialized tool, towards becoming a commodity. As a result of both this and the brief photocomposition interregnum, the previously established companies have undergone major shakeups, and even some major vendors, such as American Type Founders, have failed to successfully make the digital transition, and gone bankrupt instead.

Although there is a new accessibility of type design tools for hobbyists and professional graphic artists, the decreasing value of individual typefaces has resulted in a decrease in the number of working type designers.

Modern Type:

“Modern” typefaces are distinguishable by their sudden-onset vertical stress and strong contrast. Modern serifs and horizontals are very thin, almost hairlines. Although they are very striking, these typefaces are sometimes criticized as cold or harsh, and may not be quite as readable for very extensive text work, such as books.

Fat Faces

The “Fat Face” types were an offshoot of the moderns, intended for display purposes. The first such types appeared from 1810-1820. They further exaggerated the contrast of modern typefaces, with slab-like vertical lines and extra emphasis of any vertical serifs, which often acquired a wedge shape. Bodoni Ultra, Normande and Elephant are all examples of fat face types which are closely based on early to mid-19th Century originals, and are available in digital form.
Wood Type
Wood type answered some of the needs of display advertising during the industrial revolution. It derives its name from the fact that instead of being made of metal, the type is carved from wood, cut perpendicular to the grain. It is distinguished by strong contrasts, an overall dark color, and a lack of fine lines. It may be unusually compressed or extended.
Many wood types have an “Old West” feel, because they are most strongly associated with America in the 1870-1900 periods. Some of the wood types most widely available today are those in an Adobe pantheon released in 1990, which includes Cottonwood, Ironwood and Juniper.
Hand-written copy is actually not invented in the former has been used only reproduction methods, the tools are copied branches, Yuma obi, Chinese ink, charcoal, etc., to the Middle Ages, the latter studio (Scriptoria) can be written in the monastery of the cultural center, many written by ancient writers religious books, Here is a copy and preserve research purposes.
Wood carving techniques will be illustrated with the sentence in the form of anti-patterns in a piece of wood on a printed version should be printed in addition to some of the carved; leaving the line is to be printed.
In fact, some of the printing ink on the good came on a piece of paper, in the pressure and make the transfer to the paper version, this print called “panels India.” Raising paper printed slip of paper piled together, compiled and bound; the product called “wooden edition books printed books,” or called “board”. The paper will be pressure on the board, will be negative pollution, and requires back together with such books, very limited production, now is more treasures.
In Western Europe, about 20,000 are in the first 20 years of the 15th century had known. Early Development carved into the wood version is vertical law text and illustrations were completed at the same time to print.
To the use of vertical sawn wood carvings version, version sawn wood from the trunk vertical direction four plots, first on the sun drying, and then carefully sand Ping can use. In principle all wood are suitable for this purpose, but there is too much wood or too crude purple veins, the more inappropriate. Wood can be derived from fruit trees, such as: Cherry or apple tree and pear tree more desirable.
About 1800, home to numerous arts and copper engraved home competition. However, when they use vertical sawn materials sculpture and found a block of wood for the trees crossing paths, resulting in some broken lines, the use of horizontal carved France Therefore, first put Wang sawn trunks, and fine grain to the wood-based hardware, such as : Maple, pears and Chinese little leaf box wood all particularly suited to such carving edition.
In order to avoid breakdown in dry, or bending to keep wood into many short paragraphs, reuse audio together into a checkerboard shape, or in using its platform drilling screw lock together, these pieces of wood sawn laminating of about 2.5 centimeters thick to suit Indian edition height in the use of the former division by carving a sandpaper be sand-ping, division will be full of sand sculpture on the board Pidgin or small wooden turntable, so that in carving, turning smoothly, and do meticulous carving into wood version.
Printing division to the Indian edition of the content, printing sequence, pigments mixed with the deployment, black characters, and paper consumption Mexican sexual factors fully understand, so the print division is not only spaces technical workers, but also spaces artists.   Wood purchased printing ink is good, when mutual mix with water seepage resistant paper, the better performance board printing results.
It could defense waged black skin, water availability, paper humidity, the shading color print various levels.
Black wooden version off is to asphalt fume or pigment extracted under water, and gum Arabic as a combination of agents and other substances, such as water-based ink painting of ink.
Ink-back in 2500, BC has invented, because of their sexual colorfast and lasting identity therefore many ancient times until today has still not faded Indian pieces.   Printed in 20,000 Chinese mainland continues to be found, has developed into the use of different colors color watermarks, the traditional Chinese painting paper, refined and beautiful.
(Source http://nc.cgan.net/book/books/print/westword/content.htm)
26 Letters
Vision Emblem is the writing is gradually developed a physical language. In Ancient time people have used various other methods to make visual communication, For example: For tree roots fit in Marking, or stones arranged in certain shapes, to express certain things from happening. However, these have not exactly clear what has occurred. Early written communication is the most important stage of learning to painting manner that they see things and express their meaning.
Now the English alphabet has 26 letters similar to each of its interesting story has been spent hundreds of years before they developed individual symbols. “Alphabet” is the word from the first two Greek letters “Alpha” and “Beta” which combines. Capital letters or if “Capitals” has used many centuries only font. Lowercase letters or small by calligrapher in the Middle Ages, writers, and scholars, when they went ancient manuscripts, and books, gradually developed.
Conclusion

Today, human society has entered an era of commercial and industrial development, product competition; beautify life, and humanity daily lives. As feeling is transmission media-a letter which, along with the progress of human civilization into an important subject for people to study.
In the modern urban information system, Visual languages to convey have much more functional relevance. American designer Dan Friedman use “Legibility” and “Readability” as appraise. The printing font is the language is clear and readable fonts; Visual identification is a remarkable display to the characteristics of fonts, but after the necessary processing, the text font in the computer user will pay sufficient attention to the visual, display the fonts is likely to play its advantages to a greater extent, and do not lost simply because of the repeated use of loss due attractive.
Typography design is use in the different field. Many companies prefer to use typography to design their logo. Because use the typography can easy to show the company’s name and it’s also a logo’s commissary. In the placard design, the typography design is also useful. No matter the placard are which styles. Can deliver one of what you want. The typography is combining our life to bring into play its action. Belong the time, the typography design will much more useful and important.

BIBLIOGRAPHY
Web page
1. Typography 101
Available from:http://www.pointlessart.com/education/loyalist/typeTalk/garamond/history
[Accessed: 21^st July, 2006]
2. Available from: http://toastetime.bokee.com/4902188.html

[Accessed: 24^thJuly, 2006]
3. Availablefrom: http://www1.cei.gov.cn/serve/index/showdoc.asp?Color=Nine&blockcode=wnworld&filename=200306103017
[Accessed: 26^th July, 2006]
4. Available from: http://www.qdsf.qdedu.net/grwzh/jihe/aiji2/home-9.html

[Accessed: 5^th August, 2006]

5. Available from: http://nc.cgan.net/book/books/print/westword/content.htm

[Accessed: 11^th August, 2006]

August 30, 2006. Category: Uncategorized. 1 Comment.

The Development of TenCent by Yoyo Yang Yang

Introduction
On December 28, 2004 evening, China economical year character each award item makes known by the reputation for Chinese economic world Oscar prize CCTV2004. Ma Huateng the sudden appearance of a new force clinches the year new sharp prize. Perhaps in China, has very many people not to know Ma Huateng is a kind of person, but the very few some people did not know that chats tool – QQ take the lovable small penguin image as representative.

Ma Huateng founded Ten cent company is closes right up against this to chat the tool to change 1/13 Chinese’s communication custom, and has obtained the widespread international influence. On in the last week by US “Time” weekly and wired news net (CNN) evaluation in 2004 in the global most influential 25 business circle public figure, Ma Huateng also qualifies.
(Source http://finance.sina.com.cn/wealthperson/2004-06-06/507.html（新浪科技）

In technical fast development present, the network already is accepted by everybody. Among this, Tencent is a big winner without fail. It’s the most early and biggest Internet immediate correspondence software developer in China. Since has established for 7 years, Tencent always pursue the eximious technology and the steady development continuously. They have established QQ, QQ.com, the QQ game, PaiPai network and many network platforms, has separately formed the scale huge network community. There into, the QQ influence is biggest, it preponderate over 5.315 hundred million.

On June 3, 2006, Tencent company to announce that, demonstrated according to the newest statistical data, Tencent QQ to be highest at the same time the online user to break through 20,000,000, since this has been continues in, 2005 QQ to be highest at the same time online breaks through 10,000,000 simultaneously the online user once more to obtain the historical breakthrough..
(Source:http://www.tencent.com/about/mo_dt.shtml?/about/2006/20060603.shtml)

Why does QQ such receive welcome? A very important reason is QQ is the first immediate communication facilities. The network is one kind of dissemination extremely fast medium, so through network, more and more person knows QQ, and uses QQ to be familiar with QQ. In this foundation, QQ’s function is complete, applies simply, exchanges conveniently. Is satisfying the user individuality demonstration and the entertainment service aspect, Tencent has extremely successful hypothesized vivid product QQ show, QQ pet and QQ Game, QQ Music/Radio/Live TV and so on. Tencent has satisfied the different crowd to the network different need, so these friendly products can receive everybody welcome.
(Source:http://www.tencent.com/about/about.shtml)

Actually, in 1998, Ten cent is only a small company which is value-added service software and the system integration, the owner is less than six young people. All service profit is meager. In 1999 they made a set of immediate communications system, bid for Guangdong the telecommunication, afterwards delivered other several places, but they didn’t accept. Then put in own website, as a free service for user. This is the OICQ embryonic form.

At present China’s three big gateways website is: Sina, 163.Sohu.In which does not certainly have Tencent. But T favors very much by the professional, T the first quarter performance extremely is this year outstanding, already surpassed the net to be easy. The wealth newspaper demonstrated that, in this first quarter, the T gross income is 645,300,000 RMB(80,300,000 US dollars), grew 114.8% compared to the same time last year; In the time gains for the RMB249,700,000 Yuan (31,100,000 US dollars), grew 157.5% compared to the same time last year .
(Source:http://www.software100.cn/cms/archive/2006/06/22/463.html).
Tencent is the strong point public immediate communication domain, Tencent although has occupied 60% many market share, MSN occupies the market share and Yahoo! which 20% do not arrive passes occupies 10% many market share. Therefore said Tencent also has the big development space.
(Source: http://digi.it.sohu.com/20060313/n242258502.shtml)

On 17^th.Jun, Ten cent came into the Hong Kong market normally, shares code is 0700. After, the stock still going well., from the stock price 3.70 dollars rises to 4.45 dollars, the increase scope reaches 20%, the transaction is extremely activities, had finalized a deal 3.012 hundred million. (Source: http://www.tencent.com/)

The main objective of this paper is although Tencent is still developing in unceasingly, but it has so many problems by itself. Especially immediate software update unceasingly and developing at present, it is up against the competitors also increase day by day, who will exceed Tencnet and become the focal point, everybody to pay attention.

REVIEW OF LITERATURE

Tencent’s Problems

Along with Ten cent daily strength, more and more questions also along with it appearance:

The firstly, many trash functions and high price. Usually, when we use QQ, we may discover, many functions are all not very commonly used. Actually this point should be Ten cent has satisfy the user needs, take user as key strategy; but many commonly used functions also are the charges. This point let many net friends feel the disaffection.

Second. QQ rank system. While the nation summoned uses electricity frugal, QQ has promoted the QQ rank. The CCTV news had already reported leap news QQ to hang the level waste electric power resources the matter, but so far Ten cent not to promote the concrete measure to improve this kind of condition.

Third, takes the big memory. Chats immediately as one the tool, the function which QQ provides is more and more rich, although some functions are not commonly used, but takes the very big memory actually, installs the document from not to be at first many to 1M to present 19M, after installment document also expand more than 90 M. (source: http://www.itdoor.net/pages/27,16395,1,1060249766.htm)
Actually Ten cent also has very many problems, I did not explain one by one.
Above these problems, it’s obviously. If does not solve these problems, they will difficult to stand for a long time on this domain.

Tencent with AOL

Overseas by AOL (American online – time Warner, serves under somebody’s banner has ICQ and the AIM two large-scale systems) is representative, domestic leaps the news take the QQ master Shenzhen as representative. However along with free immediate communication unceasing development, immediate communication facilities like Microsoft’s msn, net easy froth, UC, ICQ, Yahoo Messenger, Microsoft.NET Messenger、Instant Messenger of AOL and so on, Emerges one after another incessantly, they in abundance initiate the attack to the QQ monopoly status.

Facing the competition, Ten cent did not worry, because the immediate communication market is extremely special, is not sells a software product to be possible simply to settle. On the one hand the product, the service, the operation three any the vacancy, all is unable to satisfy the user the demand.
(Source:http://www.donews.com/Content/200603/5d1c9d97135444fd8e11b1542e96bcf1.shtm)

Tencent’s Crisis

Ten cent in domestic operation several years, this aspect superiority already highlighted. But other new products from the construction operation, the service system, have the very long section of roads to have to walk. Talks about here, this young CEO lifts a heavy weight as if light said: “we welcome in the strategy to compete, but we take the competitor extremely in the tactic. We can make very many concrete analyses, compared with respective fit and unfit quality weak points and strong points, excavation user’s latent demand.”
(Source:http://www.panpan.org/2007/zhanzhangwangzhi/wangzhanyunying/6.htm)

In fact, facing the intense market competition leapt the news already to adopt the corresponding strategy. Little while ago, Ten cent company’s to hold an activity in Beijing, and celebrated them just to promote a year QQ game to break through 1,000,000 users. But QQ game extrusion is precisely Ten cent excavation user’s to meet outside immediate communication entertainment demand to an intense market competition key point. Next year will Ten cent continue to strengthen the network game service, and will join into auction online market, thus will cause to Ten cent the overall income to have the enhancement. In the network game service, will Ten cent plan next each month to promote a small section online game at least; every three months promote a section pilot-scale game; every nine months promote a section omni-directional multi-role game, but these game software, will Ten cent voluntarily to develop.

Some expert analyst believed that, the network game market and the past immediate communication market could not place on a par. At present Ten cent not to have the customer channel monopolizing superiority, at present l Ten cent the network to swim the product not to have the unique superiority and the variation. Also some people believed that, the game with QQ relates in the superiority can together big. Facing these questions, the horse has invited ridicule, he said: “every time enters a new market domain, I all can ask the oneself three questions, first, the new domain is we excels; Second, if we do not do, the user can suffer any type the loss; Third, if has done, how competitive advantage.”
(Source: http://www.panpan.org/2007/zhanzhangwangzhi/wangzhanyunying/6.htm)

In my opinion , Ten cent is able to emerge victorious in every battle because it’s in net communication wasn’t popular in China forepart, by unique superiority, hold the lead station, through update and develop unceasingly, cause the QQ series go deep into people’s heart , it’s difficult to exceed. However impossible is nothing!

CASE STUDY EXAMPLE
I thought Amazon has the similar situation with Tencent. Amazon net the bookstore had been established in 1995 is whole world electronic commerce succeeds representative. From 1999, the Amazon website started to expand sales the product class. Now besides the books, film and television product, the Amazon also at the same time on-line sells the clothing, the present, the child toy, the domestic electric appliances and so on more than 20 class commodities. In network shopping development rapid time, why Amazon cans can get the biggest success. I will through the Amazon case study to suggest and compare with Tencent.

At present, on all net stores, the Amazon is the best. It is not the magician, it can achieve Tencent also can achieve. The Amazon success is not merely because it acts swiftly to get there first, more essential is it nearly perfect online sale art. Amazon has redefined the retail trade. According to the analysis, in 1998 the surfer population will surpass 100,000,000, in 2002 increases 320,000,000. More than half user indicated this year must attempt on a bottom wire the shopping. In 1998 on the net the store sale will be 7,800,000,000 US dollars, will amount to 108,000,000,000 US dollars to 2003, accounted for entire American all retail turnovers 6%.
(Source: http://www.21training.org/cy/5_anli/amazon.htm)

How so long as you did visit its stand and order a book on-line may see with one’s own eyes they are do. The Amazon has made many correct decisions, but the successful secret is: Responsible. The Amazon knew the sense of responsibility is lets on the net the purchaser feel felt relieved key. On the net the shopping is different with live shopping, customer can’t contact merchandise directly, also can’t communicate with others directly; they only can sends an order form to the Cyber space. The attraction customer is lets them from your here ordering secret feel you are truly paying attention to all in there, on the net the shopping cannot let them be disappointed. This is precisely the Amazon makes the best place. Below enumerates the experience which some Amazon succeed, if you also want to succeed, might as well imitates them.
1.        Immediate action.
The Amazon surfer management compares other competitors to have early. Not only its superiority lay in has established a customer information bank, how moreover lay in the academic society to sell on-line. When other competitor just stepped on the accelerator, the Amazon already entered the accelerating regime.
2.        Low price strategy.
In Amazon, most books have discount. Certainly also has other minority several bookstore price to be cheaper, but the price difference is very small. Cheapest is not most important, more importantly lets the customer feel does not need to consider the price. Because the customer knew, found a book in here, not impossible to find cheap very many same one in other place. Elsewhere therefore the customer is even disinclined to go to look again.
3.        Change.
The Amazon main page has some changes every day, but is not in order to demonstrate more products is in order to indicate them to the new trend attention. Has the change stand certainly is every day a careful management stand. Certainly, suggested your website does not have to change very many, so long as replaced recommends the goods to suffice especially.
4.        Feedback–Sends e-mail to the customer.
The Amazon after receives the customer order form to be able to give immediately sends the e-mail confirmation. After mails out the customer to subscribe the goods, then sends e-mail, and supplements the goods the recording number. The customer likes this way, because did this eliminated on the net the shopping uncertainty.
5.        Special service.
The Amazon provides many kinds of special services, the good customer service is expands on the net the sales volume key. The advertisement possibly can let the people visit your stand, but the good prestige only then lets the people go shopping
(Source:http://www.webpromote.com.cn/article/2000/06/05/20000605-4.htm)

Amazon also faced with a basic challenge—Competitor.
EBay starts to the Amazon superiority service challenge. Although eBay has already defeated Amazon in the auction domain, but the company does not satisfy this, already decided on the other day continues to the Amazon superiority domain march.
(Source:http://www0.ccidnet.com/news/ebuss/2001/08/10/54_52227.html)
Amazon and eBay all have the good prestige and the operation pattern. In long-term management process, accumulated the massive data, include commodity information, customer information and so on. Except EBay, The A competitor also has Yahoo and other shopping websites.
(Source: http://spaces.msn.com/kangihao/blog/cns!15de31b464b0806e!265/)

RECOMMENDATIONS
Through Amazon’s case study, I want expatiate my owe opinions and give some suggestions to Tencent.
1.      QQ is earliest chats immediately software, this is its superiority, this point very are also similar with Amazon. Tencent compares to other chat software one step to accepted by the net friends
2.      QQ is the free registration; this point is accepted by everybody. So long as downloads the QQ software, then does not need a cent money, the net friend then may use QQ to carry on the communication in the network. But along with Tencent development, Tencent uses the different commercial method to charge the fee. For instance: The net friend wants to have a number QQ number, must use the handset to register or the payment. Also has some other services also is the charge, this point I hoped Tencent may have the change.
3.      The Tencent changed is everybody can see, Developed from a small company to now, Tencent only use several years. I think this the unceasing change and the renewal am cannot separate. Tencent has held the net friend psychology and the need, has promoted the different QQ series. Now QQ not only is a pronoun which chats, it does also include many types.
4.      QQ and the net friend between communications are very close, often can make some feedbacks. Through net friend’s reply, Tencent may understand own insufficiency and the net friend idea.
5.      The Tencent service involves very many aspects, Game, Principal part, Broadcast, this is a very intelligent procedure. May let net friend more understanding Tencent through the different service, and obtains the benefit.
6.      Repeatedly endures the QQ number burglary behavior in view of the net on which continues, Tencent of directors president concurrently CEO Ma Huateng to indicate, the company will take the action, again will fight with the fists strikes QQ to rob the number phenomenon, will not remove the use legal instrument the possibility Auction. (Source: http://ibdaily.mofcom.gov.cn/show.asp?id=127392)I think it’s good, because its can protects net friend’s rights and interests.

Contrasts Amazon, Tencent has the superiority now, because its service is broad, the type are many, most main one was compares other competitors to be very already familiar with by the net friends.
CONCLUSION
Since after continuously competition, Tencent already occupied the important position in this domain. But along with network market endless saturation, how long can Tencent the fast development? QQ should use the existing capital to expand more various service and solve own problem. Although QQ indisputably is occupying its status as before, but same year that kind of surfer was the fiery scene which on QQ chatted disappears.
The people need QQ, also need more richly colorful network life. From this point, who can provide the more richly colorful network mode of life, then who can be successful in the immediate communication market. Tencent success besides itself strength, more because receives the net friends to support, Therefore T should not in have the unreasonable charge. The company and the consumer are one kind of mutual relations, only then let the consumer think satisfaction; Tencent can have the long-time development.
Now, I thought SWOT to analyze Tencent:
S: The network is mature, market share, enterprise formation early, brand superiority
W: The development form is unitary, has not been able to guide the new thingies the development space
O: The network fast development has brought the infinite opportunity
T: Substitute threat, network security, competition. . .

Although Tencent has question many, but in light of the present circumstances, still is an eldest child who China chats immediately. So long as maintains the enterprise culture in the present foundation, enhances unceasingly, innovates unceasingly, the immediate solution appears question, then Tencent can have a better development. The network market shift is extremely quick, only then caters to this market through own change, Tencent also same, if does not change can eliminate.

August 30, 2006. Category: Uncategorized. 1 Comment.

A Comparative Study on China and Western Education Model (Chinese Version) by Anne Liu Shu Yu

教育论文

中国是一个有着悠久历史的国家，特别是在教育方面。像孔子，他为中国的教育做出了许多的贡献，他在教育的基础上创立了因材施教的教育方法。教育出了很多好的人才，在历史上。

现在有很多的人在中国建私利的学校和国际学院，像我们学院就是一个国际性的学院，在这里，我们接受不同的教育。我们受到的教育不再是原来的那种中国传统式的教育了。在这里我们有更多的自由，不再向以前那样约束。

中西方有很多的不同，像文化，音乐，礼仪，教育的体制和饮食都是有很多的区别的。

中国的高等院校像政府，像企业，像社会，教授在学校里不能很好的发挥作用，教师除了拿政府给的基本工资，还有各个部门的创收和教师自己所获得的其他收入，所以从学校到教师都在用不同的方法赚钱。校长是学校里最大的官，在学校里校长什么都管，虽说校长管的很多，但是学校也没有什么改变。

在西方高校的教育体制就有很大的不同，大学不分级别，教授在这里可以发挥重要的作用。在西方的高校中，校长的主要精力都放在提高教学的质量和发展高的学术上，而不是用在其他没有意义的事情上面。

在大学的最基本的性质是学术性，如何保持一个大学的好的学术品位和独立的学术本性，是当前中国高校所要面对的一个重要问题。

不同的地区和文化形成了不同的教育形式。中国是一个有着传统的应试教育体制和西方不同的是，西方人重点是培养一个人的个人能力的素质，现在中国的教育政策是“素质教育”。素质教育是全面提高人们的思想品德，提高科学文化和身体，心里的技能。培养能力，发长基础教育。中国的这种教育方法在表面上好像是有很大的改变，但是在很多的学校里，很多的学生还是以考试成绩为主。老师不停的考试，学生就不停的学，把考试的分数看成最重要的事情。

通过中西方的文化，教育，礼仪和其他的方面的对比来说明中国的教育还有很多的地方需要改进，但是在改进的同时，不能只是表面的改变，主要是在实际上的改变。中国要学习西方的全面发展个人的长处，培养个人的能力，要抛开中国传统的思想，去接受一些新的事物。

这篇文章主要说的是改变中国人的思想，让他们去了解西方新的事物。让中国可以更好的发展。主要介绍了中国教育由西方教育的不同，说明中国的传统教育的落后和中国在不段的由应试教育向西方教育的过渡。

中西方的教育

中国的教育方式：

几千年的中国文化都是应试教育，古代的考试也是很麻烦的。文人是要经过一步一步的慢慢的考过去的，有的甚至考到了老，各类官员也要过经过考试，才能够成功，于是就有了范进中举的笑话。所谓应试教育，指的是为了考试而开展的教育。

几千年过去了，我们的文化还是传统的教育方式：老师讲，学生记、背、抄，老师教了的学生就知道，没有教的学生就不知道。从小学到中学，老师、学生、家长为了在考试中取得好成绩，通常采取重复练习学方法，为了考试而学习的教学方法，使学生失去了主动寻找知识的能力，让学生失去了学习的乐趣。教学大纲里规定的考试内容和如何考试，决定了老师要教什么和如何教学生，使学生学的东西范围很小，因此学生的命运受到了教学制度的限制。

当学生我们走出学校大门的时候，有谁会真正的关心过他们学到的书本知识有多少能够运用到生活和工作之中呢？但是一个学校的升学率决定了这个学校的名气；学校的名气又决定着教师的福利待遇。这难道能怪我们的老师吗？

现在许多教育人士都在提倡应试教育，但是现在人们可以看到，我国的影视教育根本不能培养出一个既有道德，又具有创造力的真正人才，那么我国的教育部门的官员是不是应该考虑一下什么样的教育才适应我国的教育。我们不仅要培养一个好人，还要培养一个有用的好人，如果我们不能适应现在这个社会，决不能向这个社会低头，我们要努力去改变它。

在网上有很多人也在讨论中国教育的问题：
中国的教育有一定的局限性，并没有给学生太多的发展空间。这是中国封建社会所留下来的，要想改变这一局面，需要相当长的时间，我国也正在努力的改变这种教育方式。国外的教育有好的地方，但并不适于我国的国情。

西方的教育：

海外生活的华人多数还保着中国传统文化，总是希望自己的孩子将来在社会上有更好的地位和成就。他们对于西方的中小学教育不满意，因为他们认为对孩子要求的标准太低，小的时候以玩为主，教师不如国内的好。当家长们向老师提出一些问题时，这里的老师总会说：这些中国孩子是如何的work hard，学习成绩如何的excellent，应该给孩子们更多的乐趣（have fun），家长对孩子的小错误应该take it easy。在这里长大的孩子总是不满于中国家长的各种压力，发出抗议：don’t push me！

西人并非不重子女教育，许多的人才也都是在这种教育中培养出来的，如果这种教育不合理，绝不可能生存到今天。相反，西人在教学过程中注重开发学生的创造力与想像力，在培养内容上强调体育与美学，同时根据不同学生间的差异，了解学生的特点进行教学，真正做到因材施教。

你仔细观察会发现西人在生活中会先预定一个目标，然后再根据这个目标去做出相应的准备和努力。不同的目标，要求也是不同的，付出的努力和劳动也完全不一样，但无论何人，只要达成他自己的预设目标，他就是值得称赞的。

西方国家家庭的平均收入要比中国多几十倍，但他们对孩子的零用钱都有严格的要求。而且零用钱绝不作为奖励孩子的手段，目的是教育孩子懂得，他们努力学习完全是为了自己的将来。

概括地说，西方教育的优点是重视学生学会独立思考，独立生活的能力，培养学生创新能力，和思考问题的习惯和方法。这样的方法确实培养了学生的许多的个人能力，但是也有它的弊端，学生基本知识不扎实，性格放任。

随着人类社会的发展，教育越来越受到人们的关注。因为这不仅代表着一个国家的文明程度，还决定着国家的发展。中国的教育同西方的教育有很大的不同的，但是每个人都有不同的学习方式，重点在于面对不同形式的教育，都要有适合自己的学习方式

有的人用西方的教育，他可以个性张扬，敢于挑战；然而另一些人则喜欢中国的教育方式。选择一种适应自己的学习方法，所以不管如何，都是可以成功的，关键在于自己的努力程度。
在我看来，不论是西方教育还是东方教育，成功的因素在于人而不是在于形式。

中国教育同西方教育的不同：

随着社会的发展，教育也越来越被人们所重视。世界上许多的国家都在讨论其他国家教育的优势，来弥补自己国家教育的不足。我国也是这样，在不断的吸收着西方教育好的地方，虽然中西方的教育相差很多，西方的教育也有很多好的方面但是，西方教育也有不足的地方。

在课程方面：

中国学校重视知识的深度，中学的教学一直以高考为主，但是西方学校的教学则是以培养学生的个人能力为主。在学校的教课方面，中学以单方授课为主，主要教学生的是记忆性的基本知识，但是西方学校的课堂上是双向交流的，知识点的传授以发展学生的自由想象为主；中国的考试复习以大量的练习为主，而西方学校则是以扩大阅读量来帮助学生理解和掌握知识。

对待知识的态度方面：

中国的学生积极吸收知识，但是国外学生是以不相信的态度对待老师所教他们的知识。对于学生创造力的培养，中国学生多数根据自己已有的经验来判断，但是国外学生则具有挑战性和创造力；中国的家长对孩子的学习寄予很高的希望，把考试作为标准，有些家长还主动辅导孩子的学习，而西方的家长在重视学科学习的同时，也很重视学生的课外实践课程，很少辅导孩子的学习。

家庭教育形式：

中国三代同堂的家庭虽然有很大的改变，但是这样的家庭还有很多，隔代教育的文化也还存在。现在的年轻父母，不少因出国、经商或为自己事业奔忙，就把孩子让孩子的祖父母或外祖父母照管，形成了以隔代家庭教育为主的趋势。在这种教育中，老人是不重视孩子的教育的，老人的文化低，思想老，所以溺爱多于喜爱，导致了孩子的许多不好的习惯。但是在西方，没有这样的教育，老人是不会帮自己的子女照顾他们的孩子。所以在西方，老人是参与教育的，孩子都是由他们的父母亲自抚养和教育。在他们看来，孩子在小时候得到的爱护越多将来的承受能力越差。

建议

随着社会的发展，教育被越来越多的人所重视，很多的人认为西方的教育比中国的教育好，但是，中国和西方的文化和其他的不同，所以教育也是不一样的，中国人对西方教育的误解.

现在有很多的人认为西方学生的作业少，是很轻松的。很多的家长认为西方的老师对学生的要求低，上课的时候学生很轻松。学校要求学生在通过学习的过程中可以发现问题，思考问题同时解决问题的能力，掌握这种能力是很重要的，同他们答对几道问题是一样的。

西方教育有很多的优点，也有许多的缺点，中国的教育也有好的地方，中国人不应该盲目的运用西方的教育来教育学生。在中国，有很多的学生早已经习惯了中国的这种传统的教育，如果换成西方的教育方式，会有很多的学生适应不了。

在很久以前，中国的大教育家孔子就说过: 要根据学生的不同的爱好，兴趣，了解每一个学生的心理，教他们不同的知识。如果，你是一个老师，教学生去学习他们不喜欢的东西，他们也不会学好的，因为他们不喜欢的东西怎么可能用心去学习呢。

孔子为我国的教育做出了许多的贡献，他是一位很好的老师，在他做老师的时候，他要求自己的学生要默默地学习知识的时候不感到厌烦，教人知识的时候不感到疲倦，除了这三点以外，我什么都不懂，什么都没有。这是孔子在中说过的话，他认为，只有这样才能更好的学习。

如果你是一个学生，你必须要有一个适合自己的学习方法，在学习的过程中要不断地复习以前学过的知识，预习新的知识，那样你就可以学的很好。在你学习的同时有很多的人也在学习，如果你没有一个适合自己的学习方法，是很容易就会被别人落下的。所以孔子的教育方法是很好的。在很早以前就告诉我们在教育上要运用因材施教的教育方法来教育学生。

总之，教育不应该强人所难，教育应该尊重学生的个性发展，要还给学生自主选择的权力，要让学生体验到满足需要的乐趣。什么时候教师不再去强迫所有的不管是喜欢不喜欢、愿意不愿意的学生，都去奔那同一个目标，都去挤那同一座独木桥了，那什么时候就是素质教育的春天来临了。

总结

人才是一个国家发展和社会进步的主要力量，壮大我国人才队伍是国家强盛的主要因素。所以我国正在改变现在的教育方法。我不是说西方的教育方式不好，是西方与我国在文化和其他的方面有很多的不同，所以作为中国教育界的领导，不应该把西方的教育方式完全的运用到中国的学生身上。只要把西方教育好的一面运用到我国教育上就可以了。

在很多的方面中国的教育也是很好的。如果中国可以很好的运用西方教育的优点，让中国的教育和西方的教育相结合，那样会更好。中国的学生就会学会独立思考，培养自己去发现问题和解决问题的能力。

通过中国教育方式和西方教育方式的对比，让我们知道西方教育有好的方面和不好的方面。有很多的中国人认为西方教育比中国的教育好，但是，中国的教育有很多地方是值得西方人学习的。像孔子在很早以前提出的因材施教的教育方法，西方人一直都是在运用孔子的这种教育方法。

中国人应该让学生养成独立学习的好习惯，改变原来的那种老师教什么，学生学什么的教学方法。让学生知道学习的重要性，培养学生自身的素质。中国的教育还存在着很多的不足。中国要想真正的改变，就要从实际出发。不要只是表面的改变，要实际的改变我国的教育。

通过以上的文章，可以让我们知道中西方教育的不同。每一个地方都是因为文化和其他的差异，所以教育的方式也不相同。但是全球化的发展促使我们把不同的特色都相互的溶合。我相信随着中国经济的发展我国的教育必将展现历史的最新的篇章。

August 30, 2006. Category: Uncategorized. 1 Comment.

Real Estate in Changchun by Vivien Zhang Na

Introduction

Changchun is a developing city, with the development of the times, it is also constantly changing. In the rapid development of China, it almost every day brings new changes. And the best expression of a city changing factor is the construction and real estate and those closely related to, how real estate market in Changchun?

With 54 pieces of shanty towns delimitation, will be completely out of shanty towns in Changchun, Changchun now has 10 areas in the 10 districts is four development zones, and are net of areas, the high-tech zones, the open areas and car industry development zone.   (authors : Sung Yu)

In this four development zones, many of the places suburbs, although suburbs, but developed real estate prices are still high, and the outskirts of the good environment, the urban people are now increasingly stress environment, and the hands of a majority of money and he does not know what good is in real estate investment, and economic development zones, Take: Last buy houses, and this year it doubled, and in seven years ago there was a field. rice and corn is everywhere, but not now the economic development zone, and now also the cheapest prices 1700/ square meters, the house in Changchun speaking, are high.

The town is also slowly to the Changchun local development. In several other areas are relatively close to the center is around, whether real or have no other place to the development, even development, the price will be high for investors can not benefit only the interests of small, but on different zones, Changchun surrounding areas are now almost all in the development.

The main purpose of my writing this article is to present an analysis done Changchun real estate market, although now domestic support for the revitalization of the old northeast industrial base government, many preferential policies for investors, but the risk still exists, particularly in real estate.

Changchun now against illegal secondary Housing, introduced many policies are beneficial or harmful thing, but also to be research on the sale of real estate, whether there are many pay personal income tax dispute, originally decided on August 1 after the implementation of the sale of real estate to pay personal income tax, but now they have no news.

For the real estate market in Changchun, seems inevitable can not escape speculation, almost all newspapers and magazines are sold difficult not only to queue up, you buy. However, the fact is the case? Adoption of the following analysis, you can own deduced. Changchun has the real estate market?

REVIEW OF LITERATURE

ChangChun analysis of residential transactions
Incremental analysis of residential transactions
1.      From the regional classifications were read:
LuYuan area, ChaoYang area NanGuan area, ErDao area , KuanCheng area ShuangYang areas accounted for 25.9% of total transactions,   24.3%, 23.1%, 18.3%, 5.3%, 5.1%。

Note: LuYuan area, ChaoYang and NanGuan area public house in the area remains active region.
2. from the transaction price interval to see:
1,000 Yuan / m2 of the total transaction price for 5.7%;
1000-1500 Yuan / m2 total transaction price for 20.8%;
1500-2000 Yuan / m2 price accounted for 32.3% of total transactions
2000-2500 Yuan / m2 price transactions accounted for 16% of total
2500-3000 Yuan / m2 price accounted for 8.8% of total transactions
3,000 / Yuan / m2 square-price transactions accounted for 16.5% of total.
Note: 2,000 Yuan / m2 in the price transactions accounted for 58.8% of total market, incremental transactions fold to 2104.5 Yuan residential / m2, which is lower than 62% of the total residential transactions fold incremental, incremental fold higher than residential transactions accounted for 38% of the total. Note transaction price before the district moved, the average price index rose 1.9 percentage points.

Statistics showed that: China-spaces in the residential market is very popular.

3. From transactions Household patterns to see:
90 square meters of the total transaction volume of 28%;90-144 47.6%;144 square meters square meters of total transactions accounted for more than 24.4% of total transactions.

Statistics showed that: small Household patterns favored by the public, which indicates our strong domestic demand for goods, commodities our housing supply, a sufficient reserve, the total supply and demand continued to show oversupply situation, thereby ensuring a smooth real trend.

4. From transactions to see lots : Lot 4% of total 32.2%, five lots lots magnitude 6% of total 26.4% 10.3%% of total transactions. And 1, 2 lots only 9.9% of total transactions, 3, 5, magnitude 6 lots for 82.3% of total transactions. As traffic continued to facilitate the people to choose residence gradually away from the cities.

Residential stock transaction analysis
1. The regional classifications were:
Luyuan District, Chaoyang District, NanGuan district, ErDao District, wide City, town areas, the proportion of 31.1%, respectively, 24.6%, 18.9%, 12.7%, 10.5% and 2.2%. Luyuan, Chaoyang District, the NanGuan Housing stock transactions active.

2．Prices:
1000-1500 Yuan / m2% of total transactions 43.4%;
1501-2000 Yuan / m2% of total transactions 28%;
1,000 Yuan / m2% of total transactions 15.2%;
And more than 2,000 Yuan / m2 or more,
only 13.4% of total transactions.
Residential transactions fold to 1288.6 Yuan / m2 transactions fold lower than the total stock of residential transactions accounted for only 50%.

3, household types:
60-80 square meters per cent of the transaction total transaction volume 24.7%,80-100 30.6%,60 m2 15.4%,100% of total transactions accounted for more than the total

4． lots lots :
Lot 4% of total transactions 24.2%;
five lots-lots 18.9%;% of total transactions accounted for 17.3% of total transactions. 1, 2 lots only transactions total 22.7%; three, four, five lots, Housing stock transactions active lot.

From the above information, it is clear that the property prices and transactions Changchun, through analysis, we can see that what is oversupply, which is in short supply.

Changchun district planning future development

1.Chaoyang District
Positioning development: urban commercial center
Chaoyang District business developed, zoning highlighted three values planning 10 commercial streets characteristics of the guide are weary plots were given guidelines. To the planning period, Chaoyang City center will form a “three values, a large commercial center, 10 fine nieces, 12 housing units, an industrial park,” district building space structure

2. NanGuan Area
Positioning development: urban business and financial center
In the planning period, the South Gate area will be a double heart, multi-level, two-axle vehicles and multi-unit area of space structures.
3. KuanCheng area
Positioning development: urban industrial areas
KuanCheng area is the northern gate of the Town, maintained “North-South business,” “North South superior form of” development strategy. To 2020, about 56.1 square kilometers County district construction sites, will be a “one axis, two-, three zone” space structure system.

4. ErDao area
Positioning development: eco-eastern New City
“living North South logistics,” and “East West optimize expanding” 2 Road area development strategy. Building integrated logistics, industrial, agricultural handsome to the four regional groups and business and leisure tourism development, urban agriculture, water economy, construction and road networks and strengthen shanty towns transformation fully establish the “one city, a park, three missions, four axle more” spatial development framework.

5. LuYuan area
Development of positioning: the ecological vitality Metro Lu:yuan area located in Changchun west to 2020, Venice zoning district urban construction sites around 75.74 square kilometers, is suitable for the City Habitat. Planning period, the overall space Gardens district overall framework will form a “one city, two groups”.

6. ShuangYang area
Development Positioning: star city landscape
Princess City to the west of town reservoir, a long double-stack rail east. 2020, urban construction site is about 46 square kilometers, 150 square meters of land per capita construction / person

7. JingYue area
Positioning development: ecological tourism area

8. The high-tech zones
Positioning development: high-tech industry incubation

9. Economic Development Zone
Positioning development: modern manufacturing base

10, the auto industry development zone
Positioning development : China’s three major car industry bases
(Excerpted from real estate newspaper : Reporter : Sung Yu)

I think in Changchun speaking, full-scale single apartment is a blank, and many major cities in the country, the development of Changchun is a city, if investors choose to invest here, is certainly very handsome returns, and competition is not very intense. If investors choose in Shanghai, Dalian, Beijing and other coastal cities investments, not only competitive but also great risks. In those cities and urban, want to have a considerable capital investment.

RESULTS AND DISCUSSION

Changchun now against illegal secondary Housing, introduced many policies are beneficial or harmful thing, but also to be research on the sale of real estate, whether there are many pay personal income tax dispute, originally decided on August 1 after the implementation of the sale of real estate to pay personal income tax, but now they have no news.

For the real estate market in Changchun, seems inevitable can not escape speculation, almost all newspapers and magazines are sold difficult not only to queue up, you buy. However, the fact is the case? Adoption of the following analysis, you can own deduced.   Changchun has the real estate market?

I think in Changchun speaking, full-scale single apartment is a blank, and many major cities in the country, the development of Changchun is a city, if investors choose to invest here, is certainly very handsome returns, and competition is not very intense. If investors choose in Shanghai, Dalian, Beijing and other coastal cities investments, not only competitive but also great risks. In those cities and urban, want to have a considerable capital investment.

Changchun this 10 districts, Changchun University and colleges and universities are concentrated in Chaoyang District and the net on District, and in several colleges and universities to have a high price, whether rented or sold, particularly now is the time for graduates from the colleges and universities around the house other than urban locations higher rents 200-300 million.

There are many fresh university graduates in the face of employment, but also sub-lease facing difficult problems, because they just graduated, but has not fixed and stable income, so in the school taught became their best option, they also used the school’s environment, and most importantly in canteens, food, saving money and convenience.

Changchun there are a lot of single apartments, but most of these apartments are personal home, not only sanitation is poor, there are safety problems, the current practices in Changchun out single apartment or a blank is now, “family-style” single apartment still occupy more than 95% of the market.

So far, the largest single Changchun first apartment “as if Home” single apartment in the second half of 2005 officially began operating “as if Home” looks at the Guilin Lu Changqing 26th Street, a total of seven floors, can accommodate more than 300 people live. From the start date, in good condition, basic guarantee for persons to 100 persons in 200 more. (Author: Wang Yuan-hui)

According to a survey, currently the single most important consumer groups apartment consists of two parts, part one is a student, just graduated from university students to participate in the work of a single apartment as a temporary excessive; Another field is the most employees, their income is not high, can only choose to live in a single apartment prices are very low. The two parts of the basic tenants occupy a single apartment about 80%, while some are part of the relatively high income groups. I think as long as services do, or like to have this part of the apartment to live.   (Excerpted from real estate newspaper, Reporter : Wang Yuan-hui)

The first two components is the common feature of the income is not high, with a single apartment is their actual requirements. And the two parts of the social role is not stable, students may find a few months after the very stable income, would choose a more suitable living way, the field workers who may be returned or replaced. However, every year there are students face Du graduated, while also continuing to produce new long working.   (Excerpted from real estate newspaper, Reporter : Wang Yuan-hui)

For single apartment future, I think it is a great deal of potential. First, the source is there, and the current single apartments for clients is very dissatisfied with the status quo, as long as there are opportunities; What followed by customer wishes, the wishes of any person to meet; Finally is a price positioning. Currently only single-apartment, low end customers very limited, however, the potential high-end customers all or not small, mainly to see how the operators positioning. Relatively higher income groups in their demands will be relatively high, and sometimes require more personal space, a single white-collar apartments to meet the demand of this part. Shenyang is in the long, white-collar high-end clients apartments, including three people sharing, and one of a variety of options, it is understood that the situation is still very good business.

In my opinion, if the investment choices of single apartments, I would choose Chaoyang District Guilin Road, where construction of a grand single apartment, not only for employees and students, but for a higher level of white-collar occupation, because not only here in Changchun fashion representatives, but also brought together all Changchun features snacks, a restaurant, catering, entertainment, shopping and integrated fashion fabric. Here you can see a pair of trendy young people can also find many foreigners are attracted by, here known as the South Korean city of Changchun. If Changchun what fresh game, quickly pop up the road map must be Guilin, where is the fashion symbol. And the young people now have their own habits and lifestyles, single apartment exactly meet these needs, if they can have a massive single apartment will be favored by many young people.
（Author:WangYuanHui 06/07/15）

According to the principles of economics, price fluctuations decided by supply and demand, demand, prices, supply exceeding demand, prices fall. Changchun real estate this year and the next two years the supply and demand relationship? A set of data can be used to demonstrate.

2006, Changchun City real estate development under construction, to be built nearly 15 million square meters of housing space!

According to the municipal government plans to transform the shanty towns, 2006 -2008, the three years will transform the shanty towns Changchun City 108 pieces, covering over 20 square kilometres.

2006, Changchun City massive shanty towns transformation in full swing, years of shanty towns 54 pieces, complete removal area 2.9 million square meters, will ossify pig area he 12.78 million square metres, if coupled with the normal land sold increased purchasing and storage, in 2006 the real estate development in the construction, housing area to be built nearly 15 million square metres!

2005 city real estate relocation area 600,000 square metres, real estate development is around 400 million square metres. In other words, this year’s volume will be opened in 2005 will be four times the volume of development. After three years and this year, the annual transformation is a little scale.

From the demand perspective, 2003, 2004 annual trading volume in Yishoufang 2 million square meters, in 2006 reached 400 million square meters. 4 million square meters per year by the highest terms of the next three years than in the real estate market supply and demand will be maintained at 3:1 or so.

This is far better than seeking for the consequences, the good news is : to stabilize and increase the momentum to be, real changes   Sexual context slowly rising. Negative side, a housing backlog, as land, the costs Ken, that several developers have their own living and do not want high-rise buildings discounted sales at the expense of the rest. But the bad news for property buyers, and is favorable to buy potato like to farm fair as random selection, random bargain discounted.

As for the structure of products, more need not worry, if you Look up a total of Weifang statistics, more than 90% are large Huxing, 3-3, and full of enough. Villa collection, so it seems that the legend is not rare. Because the definition of the villa, the Ministry of Construction has not yet a clear concept. Villa supply, the fact they had never stopped before, never less than, and do not believe you walk around the market, those “who garden villa” “low density residential”, but are the villa alias.

The above is the recent real estate market analysis. In accordance with established practice had told a few :   For property buyers : open house supply, other red forces.   To developers : red-hot iron, another touch!   (authors : had a laugh. 2006/08/03)

BIBLIOGRAPHY

1.      Ji Yanfeng (2006) Changchun estate 21,330 sets of the first half of this year
[Accessed: 20^th July, 2006   A1]
2.      Sung Yu (2006) DC this development please comment!
[Accessed: 13^th July, 2006   A5]
3.            Wang Yuan-hui (2006) Ivory tower which is a series of surveys of home             ChangChun single apartment shortage
[Accessed: 13^th July, 2006   A4]
4.      Zeng Yixiao(2006) Evil wind and empty fire
[Accessed: 13^th July, 2006   A4]

介绍
第一部分
长春可以说是一个发展中的城市,随着时代的发展，它也在不断地变化着。在日新月异的发展中，几乎每天它都有新的变化。而最能体现一个城市变化的因素，就是建筑，而和这些息息相关的就是房地产，那么长春的房地产市场又是怎样的呢？

伴随54块棚户区的划定，长春将彻底摆脱棚户区，长春现在有十个区,在这个十个区中有四个是开发区,分别是净月区,高新区,经开区和汽车产业开发区.

在这四个开发区中,有不少开发的地方都是郊区,虽然是郊区,但开发出来的房地产的房价还是很高的,而且郊区的环境好,现在的都市人越来越讲究环境了,而且大多数手里有点余钱,又不知道干什么好的,都投资在房产上了,就拿经济开发区来说:去年买的房子,今年就翻了一翻,而在七年前那里还是一片田地.到处是水稻和玉米,更没有现在的经济开发区,而如今房价最便宜的也要1700/平方米左右,这个房价在长春来讲,已经是很高的了.

长春的市中心也在慢慢往这些地方发展.在其他的几个区都是围绕是中心比较近,无论是房产还是其他方面都没有什么地方可以开发的了,即便开发,价格也会很高，对于投资者来说,不能说没有利益,只能说利益不大,但开发区就不同了,现在几乎所有长春周边地区都在开发.

我写这篇文章的主要目的是想对目前长春的房地产市场做一个分析，虽然现在国内政府支持振兴老东北工业基地，会给投资者很多优惠政策，但是风险仍然是存在的，尤其在房地产方面。

长春现在针对倒卖二手房，出台了很多政策，究竟是利是弊，还有待考证，就买卖房产，是否交纳个人所得税也有很多争议，本来决定在八月一日以后实施买卖房产交纳个人所得税，现在也没有音讯了。

对于长春的房地产市场，不可避免的逃脱不了炒作之嫌，几乎所有的报纸杂志都在宣传买房难，不仅要排队，还得买号。但事实却是如此吗？通过下面的分析，你就可以自己推断出来。
长春究竟有没有房地产市场呢？

第二部分
长春上半年住宅交易情况分析
增量住宅交易情况分析
1、从成交区域排序看：绿园、南关、二道、宽城、双阳区分别占交易总量的25.9%、
24.3%、23.1%、18.3%、5.3%、5.1%
说明：绿园、朝阳、南关区仍然是市民购房的活跃区域。
2、从成交的价格去区间看：
1000元/平方米以下的价位占交易总量的5.7%；
1000—1500元/平方米价位占交易总量的20.8%；
1500—2000元/平方米价位占交易总量的32.3%
2000—2500元/平方米价位占交易总量的16%
2500—3000元/平方米价位占交易总量的8.8%
3000元/平方米以上的价位占交易总量的16.5%
说明：2000元/平方米以下的价位占交易市场总量的58.8%，增量住宅成交均价为2104.5元/平方米，低于成交均价增量住宅总量的62%，高于成交均价增量住宅占总量的38%。说明成交价位区前上移，平均成交价指数上涨1.9个百分点。
统计结果显示：中低价位住宅在市场中很受欢迎。

3、从成交户型看：90平方米的以下的占交易总量的28%；90—144平方米占交易总量的47.6%；144平方米以上占交易总量的24.4%。
统计结果显示：中小户型受市民青睐，这表明我市对商品住宅旺盛的需求，我市商品住房供应，储备相当充足，供求总量仍呈供大于求局面，从而确保房价平稳走势。
4、从成交地段看：四级地段占总量的32.2%，五级地段占总量的26.4%六级地段占交易总量的10.3%。而一、二级地段仅占交易总量的9.9%，三、五、六级地段占交易总量的82.3%。由于交通不断便利，百姓选择居住地点逐渐远离城市。
存量住宅交易情况分析
1、成交区域排序：绿园区、朝阳区、南关区、二道区、宽城区、双阳区，所占比例分别为31.1%、24.6%、18.9%、12.7%、10.5%、2.2%。绿园区、朝阳区、南关区存量房交易活跃。
2、成交价格：1000—1500元/平方米占交易总量的43.4%；
          1501—2000元/平方米占交易总量的28%；
          1000元/平方米以下的占交易总量的15.2%；
          而高于2000元/平方米以上的则仅占交易总量的13.4%，
住宅成交均价为1288.6元/平方米低于成交均价的存量住宅占交易总量仅五成。
3、户型：60—80平方米占交易总量的30.6%，60平方米以下占交易总量24.7%，80—100平方米占交易总量的15.4%，100平方米以上占交易总量的29.4%，80平方米以下的中小户型在二手房市场仍然紧。
4、成交地段：四级地段占交易总量的24.2%；
五级地段占交易总量的18.9%；
三级地段占交易总量的17.3%。
一、       二级地段仅占交易总量的22.7%；
三、四、五级地段时存量房交易活跃地段。
（记者：纪岩峰   实习记者：王磊）
从以上材料可以看出，长春的房产价格和交易情况，通过分析我们可以知道，哪些是供大于求的，哪些是供不应求的，

长春各区未来的发展规划
1、朝阳区
发展定位：城市的商业中心
朝阳区商业发达，分区规划突出了三个商圈的规划，十条特色商业街路，对沿街地块分别给出了导则指引。至规划期末，朝阳中心城区将形成“三个商圈、一个大型商业中心、十条精品街路、十二个居住单位、一个工业园区”的分区建设空间结构
2、南关区
发展定位：城市商贸金融中心
在规划期末，南关区将形成双心、多级、两轴辆带、多单元的分区空间结构。
3、宽城区
发展定位：城市工业区
宽城区是城市的北大门，保持着“南商北工”、“南优北拓”的发展战略。至2020年，宽城分区建设用地约为56.1平方公里，将形成“一轴、两带、三区”的空间结构体系。
4、二道区
发展定位：东部生态型新城区
“南居住北物流”、“西优化东拓展”是二道区的发展战略。建设综合物流、工业、权农英俊组团和商贸四个区域，发展休闲旅游、都市农业、水域经济，建设乡镇路网和加强棚户区改造，全力构建“一城、一园、三团、四轴、多点”空间发展框架。
5、绿园区
发展定位：西部生态活力新城
绿园区位于长春西部，至2020年，绿园分区规划区城镇建设用地75.74平方公里左右，是适宜人居的城区。规划期末，绿园分区的整体空间总体构架将形成“一城、两组团”。
6、双阳区
发展定位：新星山水城市
双阳城区指双阳水库以西，长双烟铁路以东。2020年，城镇建设用地约为46平方公里，人均建设用地150平方米/人
7、净月区
发展定位：城市生态旅游区
8、高新区
发展定位：高新技术产业孵化基地
9、经开区
发展定位：现代制造业基地
10、汽车产业开发区
发展定位：中国三大汽车产业基地之一
如果想在房地产方面投资，那你就必须知道你所投资的地点的发展定位，从上述材料上你可以找出适合你发展的区域。
（摘自房地产报：记者：宋玉）

我认为对于长春来讲，颇具规模的单身公寓也是一个空白，和国内的很多大城市相比，长春只是一个发展中的城市，如果投资者选择在这里投资，回报肯定是很丰厚的，而且竞争也不是很激烈。如果投资者选择在上海，大连，北京等沿海的大城市投资，不仅竞争激烈，而且风险也很大。而且在那些大城市寸土寸金，想要投资必须具有相当大的资本。
在长春的这十个区中,长春的大学和高校主要集中在朝阳区和净月区,而在这几个靠近高校房价都很高,无论是出租还是出售,尤其现在正是毕业生毕业的时候,在这些高校周边的房子都比市区的其他地点的租金高出200—300元不等。

现在有很多刚刚毕业的大学生在面临就业的同时,也分分面临租房难的问题,因为他们刚刚毕业,还没有固定的工作和稳定的收入,所以在学校找房子就成了他们的最佳选择,他们也习惯了学校周边的环境,最重要的是可以在食堂吃饭,既省钱又方便.

长春现在也有很多单身公寓,但这些公寓大多数都是个人家的,不但环境卫生不好,安全也存在隐患，目前成规摸的单身公寓在长春还是一个空白,就是现在,”家庭式”的单身公寓仍然占据了市场的95%以上.

到目前为止,长春首家规模最大的单身公寓”好象家”单身公寓于2005年下半年正式开始营业”好象家”位于桂林路商圈的长庆街26号,共有7层楼,可同时容纳300人以上居住.从开业至今,入住情况良好,基本能够保证入住者在200百人以上.（作者：王元辉）

据调查,目前单身公寓最主要的消费人群有两部分,第一部分是学生,大学生刚刚毕业参加工作,用单身公寓作为一个短暂的过度;另一大部分就是外地打工者,他们的收入本来就不高,只能选择住在价格非常低廉的单身公寓.这两部分基本占据了单身公寓住户80%左右,另外一部分则是一些收入相对较高的人群.我认为只要服务做得好,这部分也还是喜欢到公寓来住的.
（作者：王元辉）

前两部分人的共同特点就是收入不高，单身公寓正好切合了他们的实际要求。而且这两部分人的社会角色并不稳定，大学生们可能几个月后就找到了收入非常稳定的工作，就会选择更适合自己的居住方式了，外地打工者也可能随时打道回府或更换工作。但是，每年都会有新的大学生面临毕业问题，同时也会不断产生新的来长打工者。
（作者：王元辉）

对于单身公寓的未来，我认为是大有潜力的。首先，客源是存在的，而且目前的单身公寓的客户对于现状是非常不满意的，只要不满意就有机会；其次是客户有什么愿望，这个愿望有什么人来满足；最后就是价格定位。目前单身公寓只是面向中，低端客户，非常局限，但是中，高端的潜在客户全体还是不小的，主要看经营者如何定位。收入相对较高的人群，在生活上的要求也会相对较高，有时需要比较私密的空间，单身的白领公寓可以满足这部分人的需求。在沈阳早已有面向中，高端客户的白领公寓，有包括3人合租，一人一间等多种选择方式，据了解，经营的情况还是很不错的。（作者：王元辉）

第三部分
长春房地产的利与弊
最近的房地产市场，好像受天气影响，同时患上了这两种时令病。

先说虚火。火，应该是最近房地产的主题词。
症状之一是涨价。无论是大小楼盘，高价盘低价盘，本地盘外来盘，统统涨价。每平米涨上千元，而且涨势凶猛。

症状之二是排队。这可是近年来长春房地产市场少有的现象。以前只听说过南方楼盘由此风景，或者偶尔看到当地开发商雇用几个民工，在售楼处欠羞羞答答地装门面，耗费着时日
，但现在可是动真格的。突出三百套房源，会有八百人排在门口，而且一等就是几天几夜。卷着铺盖，一家人轮番上岗，甚至“倒号”这类在股市绝迹了多年的买卖也在楼市出现。

症状之三是脱销。既然涨价的速度跟不上销售的速度，房源的总量比不上排号的数量，脱销就成了必然的结果。
虚火上升，按中医讲，与邪风入侵经脉内腑有关。
第一股风便是涨价之风。今年春季，中央电视台发布了一则消息，据调查数据显示，今年全国房地产市场仍将呈上涨趋势。这一说客不得了，咱老百姓知道啥，得信权威啊。开发商更是借机大肆宣扬，房子要涨价，要买得快啊。火借风势，风助火威，这涨价之风遍鼓起了楼市之火。
第二股风刮得是土地限量供应。虽然说的是北京和上海等大城市，但长春呢，都是隔壁的邻居，没准明天长春的土地也限量，那就更不好买房了。
第三股风吹得比较专业，说的是产品结构问题。据说，开发小户型的利润低，于是开发量相对较小，于是成了紧俏商品，于是赶紧买，小的住不下，没关系，搞投资啊，卖给别人，或租给别人，让别人来住。
又据说，国六条河九部委十五条都规定，以后各楼盘开发的户型比例，90平方米以下的户型要占整个开发量的70%以上，那大户型可就越来越少了。
另据说，今后对别墅用地暂停审批，那别墅自然就成了最后的绝版珍藏

根据经济学原理，价格的涨落是由供求关系决定，供不应求，则价格上升，供大于求，则价格回落。今年和今后两年长春房地产的供求关系如何？可以用一组数据来显示。
2006年，长春市房地产开发在建，待建住房面积将近1500万平方米！
根据市政府棚户区改造计划，2006年-2008年的3年间长春市将改造棚户区108块，涵盖20多平方公里。
2006年，长春市大规模棚户区改造全面展开，年内将改造棚户区54块，完成摘除面积290万平方米，骨化将猪面积他1278万平方米，如果再加上正常的土地收储出让，2006年全市房地产开发在建，待建住房面积将近1500万平方米！
2005年我市房地产拆迁面积60万平米，房地产开发量约为400多万平方米。也就是说，今年的可开量将是2005年的开发量的四倍。并且在今年以后的三年中，每年的改造规模都相差无几.
从需求量上看，2003年、2004年每年一手房的交易量都在200万平方米左右，2006年达到400万平方米。按最高量每年400万平方米计算，今后三年内房地产市场的供求比将维持在3：1左右。
这种供远远大于求带来的后果，好的方面是：方加上涨势头得到平抑，房价在理
性范围内缓步攀升。不好的方面是，大量房源积压，由于土地、建安的成本上涨，开发商的那几栋高楼宁可自己住也不愿折价销售，损了老本。但这个坏消息度与购房者来说仍是利好，可以像到农贸市场买土豆那样随意挑选，随意讲价打折。
至于产品的结构问题，则更不必操心，如果您查一查个楼盘的尾房统计，90%以上都是大户型，多得是，管饱管够。别墅的珍藏，似乎也不像传说中的那么珍稀。因为对别墅的定义，建设部到现在也没有一个明确的概念。别墅的供应，事实上从来就没停过，也从未少过，不信你转转市场，那些“那些花园洋房”“低密度住宅”，不过都是别墅的别名而已。

以上便是对近期房地产市场的分析。按照惯例还得叮嘱几句：
对购房者说：房子敞开量供应，别急！
对开发商说：烧红的铁，别摸！
（作者：曾一笑，2006/08/03）

材料的来源

房地产报
1．今年上半年长春卖房21330套
增量住宅交易情况分析
存量住宅交易情况分析
记者：纪岩峰    实习记者：王磊           2006-07-20   A1

2．名区这样发展请你提意见！
记者：宋玉                               2006-07-13   A5

3．出了象牙塔哪是安乐窝系列调查之长春单身公寓缺货
记者：王元辉                             2006-07-13   A4

4．邪风与虚火
副总编：曾一笑                           2006-08-03   B1

August 30, 2006. Category: Uncategorized. 1 Comment.

Human Resource Management of Foreign Companies in China (Chinese Version) by Jerry Liu

引言
数年前就有管理学家预言：对于进入中国三年以上的外企来说，本土化正成为各企业在华立足必不可少的一次人才革命。
如今，这一预言不断被证实着，在可口可乐、惠普等众多大型跨国企业中，上至中国区总裁、下至部门经理已经被中国员工取代。
杜丽敏10年前开始在沃尔玛公司(中国)当会计,现在她已是3家山姆会员店的总监,手下管理着1500名员工。（参考消息2月28日）
像杜丽敏这样的升职经历在中国屡见不鲜,因为现在很多跨国公司开始搜寻本地人才来担任公司要职。如诺基亚在中国已经拥有员工近4000人，其中本地员工占90%以上；联合利华中国区工作的外籍员工人数也已减少了80%，目前90%的高级管理职务已由中国人担任。（参考消息2月28日）
十多年前，在华外资企业中的高层管理人员还几乎是清一色是外国人。现在，本土员工正在进入外企高层。中国员工已经有越来越大的影响。
随着外国公司在中国扩张,外籍主管的成本也在增加:除了来往经费,还出现了因文化和语言差异导致的工作效率低下问题。与此同时,中国劳动力市场的变革———例如国有企业改革和政府部门重组———使部分当地管理人才得到释放,其中很多人进入外国公司。（参考消息2月28日）
这些趋势有助于跨国公司人员结构的改变。（西门子中国公司9名地区执行官中有7名是中国人,摩托罗拉中国公司3/4的地区经理是中国人,全球最大的零售商沃尔玛在中国已基本实现了员工的本土化，其中国公司16000多员工中有99%来自当地，而所有的商店都由中方员工负责直接管理。）
美中商业与贸易发展委员会发布的“在华外企人力资源状况分析”调查报告显示，在华跨国公司和外资企业的本地化程度平均超过了90%，受访外企的管理人才基本都实现了95%以上的本地化，在受访跨国公司的研发中心中，来自中国内地的研发人员平均已经占到95%。

但是在这之中也隐藏着不少危机。

根据翰威特咨询（Hewitt）的调查，中国深圳市公司执行级主管跳槽的比率为10％，北京市为8％；全中国范围的公司员工跳槽率从2001年的8.3％上升到2004年的11％。某些中小企业的雇员流动率高达30％。（如法国化妆品公司L’Oréal 在中国的公司有3000员工，其雇员流动率也高达15％。该公司的人力资源董事Daisy Dai惊呼：“很多刚毕业的大学生进公司不久就跳槽了，公司在中国开张的前3年所招募的员工，现在几乎都走光了。” ）(http://www.zl8.com.cn/zl/A/A041/20214.html)

西班牙电力开关公司F&G的负责人Viethen 先生感触良多：“作为一名业务经理，我应该把多数时间花在销售上，但现在却花在人力资源问题上。”
许多年轻的中国经理人的想法是：“如果我想得到培训，我就会去跨国公司工作，3年之后就跳槽。”
现在有越来越多的中国人放弃了他们在外企中的好工作，回到本国企业谋职或者独立经营。促使中国管理人员返回国内企业的原因不仅仅是他们在西方企业感受到的“冷漠”和“无奈”，还有对像通信和因特网这些新兴工业的向往。中国现在的机遇比以往任何时候都好。

通过这些我们知道，员工的本土化是给外企带来了极大的好处，但是其中隐藏的危机我们也不能不去重视。如何去管理企业中的中国员工是极大的挑战。（根据调查显示从别的公司挖取有经验的员工可以节省几倍的成本。许多中国员工认为自己的工作时间过长而薪水较低，等等一些问题）我们应该如何去处理这些问题，在文中我将会从各个方面进行分析。找出合适的管理方法。

这篇文章的目的是找出外企中对中国员工的管理中存在的问题。中国的现实情况对于外企的影响。外企管理的优点和缺点。在中国外企采用怎样的管理方式更加合适。

相关评论
2004年－2005年度中国的外资企业平均员工流失率达到16．7％，超过这些企业领导者心目中可接受的16．5％的员工流失率上限。(www.xinhua.org)
中欧国际工商学院茅博励教授认为，外企员工流失率如此之高，首先是由中国经济的高速发展以及随之产生的对高素质专业人才的大量需求造成的。纵观员工流失率最高的几个行业，无不是近年来成长最快、扩张最为迅猛的经济部门。(www.xinhua.org)
专家分析指出，在这些行业内企业数目不断增加、公司规模快速扩大的同时，相应的人才资源供给却没有同步跟上，导致企业在竞争日趋激烈的压力下不得不主要采用“挖人”策略获得所需的中高级人才，这就是导致外企员工跳槽频发的客观原因。(www.xinhua.org)
与过去相比，外资公司和中国国有企业、民营企业之间的薪酬差距正在缩小，管理体制上的优点也迅速被中国企业学习消化，对中国高级专业技术人员和管理人才的吸引力也相应有所下降。最新的潮流是许多外资公司的高管人员跳槽到中国民营企业就职。(www.xinhua.org)
上海人才中介协会会长顾家栋分析认为：“保持适当的员工流失率有助于避免企业僵化，但流失率过高又将影响企业的持续发展，在人力资源竞争日趋激烈的今天，如何将员工流失率控制在一个合理的范围将是跨国企业必须认真对待的课题。” (www.xinhua.org )
这篇文章中介绍了外企中有关人才流失的问题，并且详细介绍了人才流失的外部原因。作者认为外企人才流失的主要原因是，企业对人才的需求大于供给，中国国有企业和民营企业的发展。
企业人才流失是企业存在的一个较严重的问题。如不能好好解决必将影响企业的发展。许多外资企业中用于员工培训的费用远高于其他的费用。我认为外资企业要想留住中国人才就应该突出其特色，给中国员工更公正的待遇（许多外企中同等级的外国员工工资是中国员工的几倍。）。
外企20多年中应用的人才战略：
ｌ．本土化 2．培训 3．高待遇
ｌ．人才来源：由企业设立之初的攫取到自行培养 2．职位升迁：由外求到内升 3．员工招聘：由老手到新手 4．管理领域：由工作到家庭 5．用人观念：由能力到人品
1．科学、系统的培训，以此保证员工的能力得到高度的开发。 2．精心地设计岗位，使员工的能力得到高度的发挥。 3．加强企业文化建设，从根本上保证人力资源的投入有较高的产出。 4．精心设计薪酬福利系统，增加企业对员工流动“粘滞度”。 5．建立公正合理的管理制度，激发员工对未来的追求。 6．严格、科学地考核促进人才有效地利用。（锦州日报彭嘉靖）
这篇文章中主要介绍了外企的人才战略，从中我们不难看出，外国外企的人才战略更系统，更科学，与国内的企业相比这是他们的优势。我认为外企中对于中国员工的管理中出现的问题主要不是出现在他们的人才战略中。主要是因为管理者在管理中出现了问题。

许多外企员工，当发展到一定阶段，都发出了遇到“天花板”的抱怨。实际上，这与外企用人的战略有关。（登上外企的管理层刘敏）
有些外资企业，处于公司人才发展战略的考虑，高层管理人员大部分是国外派来的，而很少是本土人才。于是，当有些管理人员发展到一定阶段后，就出现了白领所说的“天花板”现象。（登上外企的管理层刘敏）
不过，目前，许多外企已经把人才本土化作为发展中的重要一部分，只要你有能力，中国本土人才坐上“第一把交椅”的机会是有的。（登上外企的管理层刘敏）
目前所有的外企都认为本地化非常重要，但是只有少数的外企允许中国员工进入高层。许多中国员工因为在外企中得不到升迁，而放弃了高工资选择了离开。我认为，外企如果想真正作到本地化，就应该吸收中国员工进去其管理层。比较好的办法是采取中外员工共存的领导方法。
中智人力资源薪酬近日发布的“2005年上海地区外资企业薪酬调研报告”披露，上海外资企业最高层级与最低层级之间的薪酬差距最高达13.86倍，远远超过欧美、日本等发达国家以及中国的香港、台湾地区。（卓博人才网 http://www.jobcn.com/）
巨大的工资差距严重的影响了下级员工的工作积极性。虽然目前在低级的劳动力方面中国的确是供大于求。但是，随着发展供大于求的情况必将改变。如果管理者长期抱着只对上级负责，对下级不管不顾，长期下去必将造成严重的影响。
最近KFC因为劳工的纠纷，在社会上造成了不好的影响。不只是社会上对KFC产生了不好的看法。对于以后的劳工问题上会产生不可弥补的损失。

“都是30多岁的人了，在外企却始终没有那种‘干事业‘的感觉，做着公司的工作，拿着公司的薪水，唯独欠缺的是一份干事业的感觉。” ”
这些话，像雷鸣一样，在我的心灵深处产生了深深的共鸣。我知道，外企虽然能够保证高薪，可外企就像一个有着完美系统的庞然机器，每个进来的人，都只能是这个机器上的一个小“螺丝钉”，职位明确，界限清晰，哪些能做，哪些不可以做，都有着清清楚楚的要求。对于一个想干点事业的人来说，这无疑是自缚手脚。（俞雷《逃离外企》）
外企就像一个系统，每个人在这个系统中都有自己的位置，每个人需要做的事情是这个系统已经制定好的。人的自由和创新自主性被最大程度地扼杀在一个组织高度严密、下级通过一层层组织最终对总部负责的跨国公司里，你所要完成的任务，甚至不是由熟悉中国市场的人制定的，而是来自遥远的欧洲或美国总部，来自一群整天坐在办公室里进行各种预测、分析、预算的战略规划人员，这群讲英语的白人，可能从来没有真正了解中国市场。如此看来，逃离外企不失为一种好的办法。

我的观点

我认为当前在华外企面临的最为严重的管理问题是员工的缺乏和流失。

亲根本原因我会从内因和外因两个方面进行分析：

外因是：
l        中国本国国企，民营企业的发展，国内企业提供的工资待遇的上升；（中国许多国内的企业已经成长为跨国公司，如海尔，管理水平和工资向外企看齐，甚至不低于外企）
l        国内企业学习了外企先进的管理经验；（中国企业学习了外国先进的管理经验来管理公司，使管理更合理科学，竞争力也更强了）
l        专业人员的缺乏，造成了需求远大于供应的现状；（在中国企业数目和规模不断增长的同时，人才的供应却没有跟上）
l        许多中国员工进入外企是为了自我培训，在外企得到锻炼后就会离开；（中国员工的一种比较普遍的思想，利用外企优质的培训来提升自己的价值，然后跳槽或自己发展）
l        中国人本身具有的文化；（中国人大都希望自己有一个稳定的工作，稳定的收入，对收入的高低的要求反尔小一些，外企内激烈的竞争不会吸引他们）
l        在中国的竞争压力变大。（中国企业的发展逐渐拉小了与外企之间的差距，在中国市场上竞争更加激烈）

内因是：
l        外企目前的福利待遇问题；（近年来外企中员工的福利待遇增长缓慢，虽然基础工资高，但是如果和奖金一起计算，国内许多企业已经不比外企低）
l        在大多数的外企中中国员工不可能进入到高等的管理层；（大多数中国人在外企不可能坐上真正的高位，也就是业内所说的天花板现象）这种不公正的待遇，严重的影响了中国员工的积极性。
l        民族情节，在中外企业待遇差不多的情况下多数的中国人才会选择国内的企业；（中国人的民族情节，希望在国企中大展拳脚，为祖国的发展做出自己的贡献）
l        近年来，欧美市场低迷，有些跨国公司大幅裁员，那些总部无法安排的员工，因为中国市场好，有可能会被安排到中国公司；（中国员工眼见自己的职位被他人取代很难做到心理上的平衡）

外企在管理中的优势和劣势

外企管理的优势：
l        科学、系统的培训，以此保证员工的能力得到高度的开发。（在外企中管理比中国企业的管理更加合理，比如对员工的考核，培训，对工作的分配等等）
l        精心地设计岗位，使员工的能力得到高度的发挥。（对于员工工作的分配外企拥有更多的经验，使员工发挥更高的能力）
l        加强企业文化建设，从根本上保证人力资源的投入有较高的产出(外企重视企业文化的建设，所有知名外企都有自己的企业文化，GE的成功于它的企业文化建设有很的的关系)
l        精心设计薪酬福利系统；（外企中薪酬与工作表现是直接挂钩的，只有工作表现好的员工才可以获得更高的工资，没有什么可以取巧的）
l        公正合理的管理制度，激发员工对未来的追求。（公平的竞争环境，合理的奖励制度可以激发员工的动力，提高员工的工作效率）
l        严格、科学地考核促进人才有效地利用。（外企更像一部精密的机器。员工就像螺丝钉一样，工人们会挑选好的配件在这部机器上，而垃圾配件则会抛弃）

外企管理的劣势：
l        工作压力相对国内的企业重；(一般的中国员工喜欢轻松，舒适的工作环境，他们宁愿干较轻松的工作拿较低的工资在，也不愿意拿较高的工资在外企中工作)
l        公司不附予中国员工做决定的权力；(一些外国企业，特别是一些日本和韩国的企业，他们的高层领导都是由本国员工担任的，中国员工在这些企业中得不到真正的重用)
l        中外员工的待遇不公正；(在外企中，位于相同的阶层，干着相同的工作，但是中国员工的工资与外国员工有很大的差异，甚至是后几倍的差异)
l        员工之间的竞争过于激烈，公司气愤紧张；（在外企中没有真正的朋友，有的只是竞争关系，中国员工在外企中感到孤独）
l        有一部分外企的官僚化作风严重。(有些外企的官僚作风甚至比中国国期还要严重，中国员工在外企中努力工作，但是得不到公正的待遇，甚至还会被穿小鞋，许多员工是因为无奈才离开外企的，官僚作风使员工对外企失去了信心，同样的官僚作风他们宁愿选择国企)

结论

我认为外企在中国的种种问题并不是因为其管理方法，与国企相比外企的管理无疑要先进很多。我认为外企的问题主要出在其管理的态度，和对人才的应用上。比如说，有些外企中官僚作风甚至比国企还要严重，有些工作能力不强只会讨好上级的人反而会位居高位。

随着中国本土企业的发展，外企的竞争优势将会逐渐被追平。到时外企的竞争压力将逐渐增加。所以外企如果想在中国继续走下去就必须变革。

必须加大本土化的力度，在中国能力高的员工完全能够接受高位。如果继续像现在的外企，特别是一些日韩企业，本土化程度低将进一步加大运营成本，降低市场反映速度。

外企应该进一步发挥其优势，如优秀的管理，科学、系统的培训，高工资。我相信随着中国经济的发展，中国将会有越来越多的人才可以适应外企的需求。人才的断层将会得到很好的弥补。那么对于外企来说着不仅仅是挑战，也是一种机遇。在中国外企要守住自己的有时，改革管理中存在的问题，才能把握住在中国发展的机遇。

外企应该放弃自己的优越感，放下架子踏踏实实的参与到竞争中。加强本土化战略，努力发挥中国的自身优势，趋利避害，尽可能减小跨国公司实施人才本土化战略对企业的负面影响。

读过这样一篇文章，名字是肯德基不炸鸡改炸鱼。讲的是，在禽流感期间越南政府发布了家禽出售禁令在。为了刺激遭受重创的销售状况，肯德基在越南的分店打算重新开张，推出“以鱼代鸡”的全新菜单，其中甚至还有鱼肉汉堡。肯得基的这种做法发展了越南的渔业。肯德基这家美国快餐连锁企业也许在公共关系上会因此而有重大突破。所以说，外企如果想在中国发展，必须获得中国人民和政府的认可。在人们的思想上把国企和外企放在相同的地位，那么外企可以更好的利用自己的工资，管理等方面的优势来吸引员工。

参考书目
俞雷出版社: 经济管理出版社
吕奇霖 ISBN号: 7111175360 出版社: 机械工业出版社版次: 2006年1月第1版
古古著《中国式商道》书号:7-80170-489-4 出版:当代中国出版社
陈惠湘《突破拐点》出版社:机械工业出版社:2006-01书号:711118172
中外企业管理经典案例 2006-06-01 出版社: 党建读物出版社 ISBM: 7-80098-855-4
崔伟外企十年出版社：机械工业出版社
张建华，向解放军学习，北京出版社

August 30, 2006. Category: Uncategorized. No Comments.

The Strategy of Samsung Handphones in China by Michelle Jin Guo Hua

INTRODUCTION

We have known Samsung mobile phone in 1999 . The Samsung mobile phone has appeared in China by the Olympic Games of Sydney . The Samsung Group foresees that China , with its big market of mobile phone , can continue to progress by   vogue design and the   marketing strategy that is improve   to   chance for Samsung brand   in   China , the Samsung Group realized that , it   had to prepare the marketing strategy   for   new big market in China .
（source http://news.bitrings.com/art-11672.html）

The Samsung mobile phone how used and what kind of marketing strategy has been used for new market let customer accept to their mobile phone in China as follows:

The    recipe for success   for Samsung mobile phone , they used exterior of   vogue and refinement let customer like their mobile phone ,   binding   the   telecom    company    win the business   chance ,   draw   support   from shoddy make big market .

The exterior of vogue and refinement can attractive customer . When customer choose mobile phone has two key point is quality and exterior , the Samsung mobile phone best seller   in China , exterior give rise to decisive effect . (source ibid)

The customer ISOC of China release to that Samsung mobile phone design number one and the mobile phone expensive but a lot of   customer like Samsung mobile phone , because the mobile phone   exterior is customer like design . moreover high   profit   provide   to   ensure   of   capital for   produce new product .(source ibid)

Binding the telecom   company   win   the   business   chance . In 2002 , the Samsung Group and CNCC of China concluded   to cooperative agreement , during   the October and November the Samsung   Group provided   to   CNCC of China 7oo million CDMA1X , mobile phone , the Samsung   Group was   become provider that provide product and   technology    for    CNCC of   China .(source ibid)

Draw support   from shoddy   make big   market . The   shoddy   abundant afflux , possess to market quotient about another   country brand   mobile phone   and the China mobile phone , at the   on   time   let   Samsung   mobile   phone to improve   company brand .

The   Samsung mobile   phone support   to   Olympic Games , Word Coups , Amusement Programs ,   let   customer   understood   Samsung   brand , also     subscribe to    district of poverty   has   been built    elementary   school , and   also   subscribe   to    philanthropy let   people of different class    understood Samsung mobile phone and accept Samsung mobile phone.(source ibid)

I to write purpose of the marketing strategy for Samsung mobile phone , the Samsung mobile phone has   adopted all kinds of   marketing strategy , the management of   talent , the   develop of   new product , the design for new mobile phone , The main objective of the paper is trace the development of the Samsung mobile phone   and their key reasons for success, the Chinese mobile phone producer worthiness to study them .

                  REVIEW OF LITERATURE

The vendition total amount of Samsung mobile phone was a series of two quarter to exceed MOTOROLA    does not haphazard . Ceaseless   to step up the high worthiness of product , to adopt advisability the marketing strategy    , to set nicer visualize   for brand was get victory linchpin for Samsung mobile phone .
(source: http://www.chinabyte.com/news/59/1718059.shtml )

The   > has reported , in 7.18 , the Samsung electronic has denoted the sale achievement of Samsung mobile phone of whole world , to preponderate over the MOTOROLA again . (source ibid)

The market of   mobile phone rivalship really vehemence in these years , the Samsung mobile phone to stick up with strategy of high market and has broken market situation of mobile phone of world , has been become the third vendition Shang of mobile phone of world . How the Samsung mobile phone can a series of two   quarter to exceed MOTOROLA in China ? (source ibid)

The Samsung   mobile phone has inhabited most advantage and clean up on rival by set up to product to adding price . The strategy of high-end of Samsung mobile phone , has satisfied different customer   different need and orexis .

The Samsung mobile phone was plunged for increase to scientific research , and has seeked amelioration for technology . The exterior design of individuation also was a good way to step up to adding price . (source ibid)

A lot of customer lay stress on quality now and more and more lay stress on exterior implement of communications , and simultaneity the mobile phone   will become garnishry , so the Samsung mobile phone company has empoldered a lot of mobile phone product with personality .

In 2003 the Samsung mobile phone has been yielded new design mobile phone , and also to aggrandize photography , download , network browse , games , the customer of different class   who Samsung mobile phone is satisfy   is different need .(source ibid)

The Samsung mobile phone course marketing analysis of carefulness , to adopt to develop blinkered of according to “ the quality ”   “ bring along ” “ the quantity ” . The Samsung Group will orientation top grade and vogue for brand of mobile phone .

The according to customer of vogue white- collar for marketing target , accordingly the Samsung mobile has inhabited market of top grade , the Samsung mobile used that is a strategy of value , the truth has been testified this marketing strategy is a exactness .

The Samsung mobile phone has fastened the psychology of Asia culture , they   anabasis marketing of China by way of high technology and exterior design of refinement .

The Samsung mobile phone Group be dead against the MOTOROLA company by ceaseless extrusion new product and standard of living synchronization for customer of China , get earnest attention   of customer . these strategy   let Samsung mobile phone has got more rapid   to ream chance in China .

In my views , the Samsung mobile phone let customer like   their product   more than MOTOROLA by exterior design   and   quality   and   inimitable   color , besides the   Samsung   mobile phone   draw support form   Olympic Games and world   Cup , and   all kinds of   amusement programs event , sports event , it is has improved company brand.

On the   another hand , they   let design for TV advertisement nuclear , let be sensitive about one’s reputation people to accept their product   so   the   Samsung   mobile   phone   has got a lot of   profit   in market   of   mobile   phone   in   China .

                   RESULTS & DISCUSSION

This section is divided   into three-headings according to my views.

Possible barge up against problem about Samsung
The Samsung mobile phone has produced mobile phone of high-end with vogue design and good quality, it’s has been got favor for   white-color and people of the middle class .

The Samsung mobile phone attach importance to company brand .
They have used all kinds of marketing strategy to improve company brand . The Samsung mobile phone has a little of market share in China .

The China with tremendous potential market of mobile phone .
A lot of people like the Samsung mobile phone’s design and quality , more like their company brand , but the Samsung mobile phone too expensive to accept .

The Samsung mobile phone’s share has been descended . Market share is not profit . The company brand is really important ， so it should be improve company brand whilst improve company profit .

Solution barge up against problem about Samsung
The potential marketing of mobile phone is tremendous in China .
A lot of people like and need with beautiful design , good quality mobile phone especially University students .

In my views, many University students want to buy with beautiful design and good quality mobile phone especially the Samsung mobile phone .

The University students and many people have considered the Samsung mobile phone too expensive   to buy , although they really like …

The University students cannot to accept expensive price , because   they don’t have income . If the Samsung mobile phone’s price let customer of the potential to accept , it’s will get market share and company profit .

Ideas about Samsung
In my views, most managers have considered   the market share as company’s profit but it is bygone . Now, profit   follows companies   that have the most effective management .

The Samsung mobile phone’s market share have already descended , they all along   produce for mobile phone of high-end , although these mobile phone of high-end have been got favor for white-color and people of the middle class but these mobile phone of high-end   haven’t been got favor for mobile phone customer of potential in China .

In the future the customer more and more like convenience product and life . If the   Samsung company will produce more convenience mobile phone with vogue design and good quality   it can be get favor for white-color and people of the middle class .

The China with tremendous   market of   mobile phone， it is not just   market of high-end . If the Samsung company want monopoly entire mobile phone market of China , they have to consider middle’s mobile phone market of low-end .

The middling’s   mobile phone market of low-end is not cheapness’ market . To add some new function for the customer , let the customer to accept price.

Now , most people don’t like take much money in   notecase , they like payment of convenience . In the future the Chinese like to save money to afterlife , so the customer won’t   to buy expensive product .

In my views , the payment for autobus really inconvenient , although   can use card to pay   for   autobus but still really inconvenient because   If you want   to use this card   you must   go to   bank to save money .

In my ideas , If   the Samsung Group   will   produce   can payment mobile phone for autobus , in this way it is   will   take really   convenient   for   customer of the potential or people of the middle class , University   students .

On the another hand , the   Samsung   mobile phone if turn off   mobile phone   the alarm clock doesn’t work . Many   people like use   mobile phone’s   alarm clock . They   have understood the mobile phone   bad for your   health , especially    to put   side your head when your sleeping .

Now , most people more and more pay special attention to   Green-food , Green-Substance . They want to buy   food , substance that good for   they health .

If the   Samsung mobile phone   will produce Green-mobile phone which   is can use alarm clock when the people turn off mobile phone . It is will got favor for many customer . In this way the Samsung mobile phone will got a good many market share and company profit .

                        CONCLUSION

To   summarize , the Samsung   mobile phone   draw support from all kinds of marketing strategy of sports , marketing of amusement , marketing of almsdeed , it can be to improve company brand , let people understood   their brand and mobile phone .

The Samsung mobile phone let customer like   their product   more than other mobile phone by exterior design   and good quality   and   inimitable   color , they have focused design for TV advertisement .

They have understood many Chinese have vanity , they love face so they want to buy   famous brand mobile phone with vogue design , new technology , good quality . although   the Samsung mobile phone    really   expensive but many customer like buy Samsung mobile phone , because it may be to improve their face .

The Samsung mobile phone’s market target is a mobile phone of high-end . They have produced mobile phone with vogue design and good quality , it is has   been got favor for   white-color and people of the middle class .

The China with tremendous potential market of mobile phone , they have just satisfied   vogue white-color and people of the middle class , it is not entire customer in China .

The China with a good many populations country . In the future more and more customer will use mobile phone , but not all of them are white-color or people of the middle class .

Many people like Samsung brand and like use Samsung mobile phone . They have considered the Samsung mobile phone with vogue design and good quality and they have thought the   Chinese mobile phone companies follows   that   the Samsung mobile phone .

Many people   want to buy Samsung mobile phone but too expensive   to buy . They don’t have enough money to buy mobile phone   that   they like , so   they   can but give up   they   like mobile phone . They can’t be spend much money on mobile phone .

The Samsung mobile phone should be consider   another market .
If the Samsung mobile phone want to monopolise market of mobile phone in China , they should be   consider market of low-end .

The market of low-end can’t be effective company brand . If the Samsung company will produce with middlieng’s mobile phone of low-end , it is will get favor for many customer , especially University students and people of   the low – income.

On the another hand , the Samsung mobile phone will to improve market share and company profit , in this way more and more to improve company brand .

Now , many people more and more pay attention to health . They don’t like bad substance for their   health . The mobile phone has radicalization bad for health especially   for head ,

Now , many customer have chosen the CNC TELCOM because   the CNC mobile phone   good   for health , it is not seem the another mobile phone bad for health especially the CNC mobile phone has been got many favor for   pregnant woman but the CNC mobile phone’s design is not beautiful .

If the Samsung mobile phone will produce Green- mobile phone, it must be favor for a good many customer so   many   customer   can choose Samsung mobile phone .

The Samsung mobile phone has   really beautiful   design , although another mobile phone company to simulate the Samsung mobile phone’s design but   they still can’t   to simulate the Samsung mobile phone’s inimitable design .

The another mobile phone’s companies can’t follows   the Samsung mobile phone’s quality . If you to chuck the Samsung mobile phone cannot to shatter , so If you will buy Samsung mobile phone you can use many years .

The Samsung Group has used all kinds of marketing strategy to improve company brand , the Samsung brand that is a   international brand , so many people like Samsung brand so If the Samsung mobile phone will produce Green-mobile phone   it will be got favor for the customer more than another mobile phone .

The Samsung mobile phone company of China has Korea manager ,
Although they have long time experience for managerment   and also so intelligent   but they are not   Chinese .

The Korean   think and hobby , culture , aesthete , different between   the Chinese . So   If the Korean manager to management the Samsung mobile phone company of   the China    they have been met many problem .

In the future   the Samsung mobile phone company will choose the Chinese manager to management Samsung mobile phone of China ,    they will to administer logical management .

In this way   the logical manager has good communication with company   staff .   they will   understand how communication to staff, what kind of   problem    the staff to ravel out , what kind of management mode   the staff   like , another more important   the Chinese manager will give customer believe and it will be improve geniality between the Chinese manager and the Chinese staff .

Bibliography

Bibliography

Improvidence For Marketing Strategy Of Samsung Mobile Phone 2004 , Friendly Website .
Available from:http://www.news. bitrings.com/art-11672.html)
[Accessed: 7 July, 2006]

How The Samsung Mobile Phone To Surpass MOTOROLA 2005 , Baidu Website
Available from: http://www.chinabyte.com/news/59/1718059.shtml
[Accessed: 10 July, 2006]

August 29, 2006. Category: Uncategorized. 1 Comment.

Coco Chanel and Fashion by Julia Ying Xiang Wei

INTRODUCTION

The clothing always with the fashion and the tidal current relates in together. Created the modern style of clothing works is the most designers’ common pursuit and more and more women put much value on their self-expression and self-satisfaction. As their mind of fashion is getting mature, they desire to make themselves individual and differentiated from others. Compare the characteristic of Chanel style between modern and postmodern period, under the influence of romanticism, currently, various Chanel styles in 1950s such as Chanel tweed jackets, pearl necklace, and two-tone shoes are being highlighted.

The purpose of this thesis is, through a comprehensive approach, to discover what the Chanel Style is and the source of the force that has continuous pertained it through the years. On the theoretical research, this thesis will try to study of fashion design based on Chanel Style.

The methods of research used for reading were precedent thesis, fashion related documents, and art history documents. Also, I have referred to fashion magazines such as Vogue, Harpers Bazaar, and Elle, the Chanel portfolio, the book that is to tell about Coco Chanel and the history about Chanel Company, and etc. On the bases of this theoretical research, this thesis will try to study of fashion design using the Chanel Style. By doing this, it has intended to expand new ways of expressing clothes and to find out the most effective ways of developing competitive designs that are oriented in individuality and diversity.

REVIEW OF LITERATURE

Queen of twentieth century fashion

Coco Chanel has been acclaimed as the most important fashion innovator in the twentieth century. Her interpretation of “fashion” was a totally new concept for a new century – she designed clothes that were easy to wear, flattering, and timeless. She was the first designer to create and market a perfume that did not smell only of flowers. She also made Chanel accessories – rows of pearls, fake brooches, and quilted purses – part of the fashion industry. (David, 1997, p.2) Chanel sold a style of dress more than a fashion. Her style was as revolutionary as the times she lived through from the twenties to the seventies; it mirrored the changes, especially women’s growing freedom.

The Chanel style was very simple and straightforward. She believed that, “how clothes are worn is much more important than what is worn; that a good line is worth more than a pretty face; that well dressed is not the same as dressy, and that the acme of social cachet was to be proletarian. Youth should not have to declare itself, is should be obvious all the time; in sitting down, getting into a car, walking down the street, stretching out a leg or raising an arm.” (Baudot, 1996)
[Available from: http://web.syr.edu/~jkbouche/ret181/chanel%201web.html]

Forming a style

The Chanel suit is the most influential inspired work in the modern period. This kind of fashion causes the women extricated from the hard and tight-fitting clothing, which is fetter human body through the long-term. It was the pioneering work and the changes, has affected the entire European clothing development, and simultaneously has promoted sports dress. It was the beginning of a matter for the feminine outdoors activity, and also provided simple and free leisure look

Chanel was raised in a French orphanage. The simplistic and stark dress of the nuns and their environment influenced Chanel’s designs. Her simple little black dresses, squarish suits, and almost boyish designs suits were vastly divergent from the confining and tight-fitting corsets and long dresses with petticoats. By the mid ’20s, Chanel’s comfortable and practical “working costume” designs flourished and she opened two boutiques: one in Paris and the other in Biarritz. Together these shops employed over 300 people. (Joseph, 1997)
[Available from:http://www.coololdstuff.com/coco.html]

The Chanel fashion concept came from influences rooted in Coco’s modest background and early life experiences. The work clothes that were worn by the adults around her helped convince Coco that all women, whatever their situation, needed less elaborate, more loosely fitting clothes for their increasingly active live. (David, 1997, p.14)

Chanel established a range of classic twentieth century basic styles – flatteringly cut tailored jackets, easy fitting over blouses, knitted tops, practical length wraparound or pleated skits, and slip-like sheath dresses. All Chanel’s details were important and useful; the cuffs, buttons and pockets were where the wearer expected to find them. (David, 1997, p.36)

New directions

Before No.5, perfume was based on floral scents. Women would smell of one flower or a combination of several. Although the products were highly concentrated, they faded quickly. In a small square bottle, over eighty ingredients were mixed to create this amazing perfume. The fragrance was launched in 1921 and named No. 5, after her lucky number. By 1929 it had become the best selling perfume in the world and remained one of the most famous and commercially successful of the century. Her fortune was to be built on her creation, Chanel No.5. Chanel believed her perfume should be an expression of her fashion concept and complement the spirit of contemporary art and design. “A woman who doesn’t wear perfume has no future” was one of Coco’s many sayings. (David, 1997, p.42)

What was even more amazing about this perfume was that this was the first time that a designer mixed with the perfume business. In the past it was very unusual for a designer to advertise with a perfume, and yet again Chanel became a new trendsetter. Marilyn Monroe referred to this perfume when she claimed it was the only thing she wore to bed.

Hollywood

In 1931, Samuel Goldwin hired Chanel for one million dollars to dress his stars, including Katherine Hepburn, Grace Kelly, Elizabeth Taylor and Gloria Swanson. This lasted for a very short time, however, as many starlets refused her service. Later that decade, back in her hometown, Chanel designed and developed an array of costume jewelry inspired by the “art deco” movement of the ’30s. (Joseph, 1997)
[Available from:http://www.coololdstuff.com/coco.html]

The New Yorker magazine claimed, “Chanel, the famous Paris couturier, makes a lady look like a lady; Hollywood wants a lady to look like two ladies.”

Although initially disappointing, both sides learned from the experience – Chanel understood the importance of making her designs a little bolder and more photogenic, and Hollywood learned the value of dressing its newer, sophisticated stars in slow-to-date, quieter, elegant clothes, which were to prove ideal for the more mature mood of many classic 1930s and 1940s movies. (David, 1997, p.54)

The Chanel Suit

Her logo was known all over the world .The most important of all her accomplishments has to be the famous Chanel suit. The classic Chanel suit had boxy lines, a braided trim and slim skirt lined with gold link chain. The buttons look like coins with the Chanel “CC” logo. The skirts were designed for practicality. There was a ribbon sewn into the waist of the skirt to prevent the blouse from becoming untucked and the zipper was always on the side for comfort. “In a sense, wearing a Chanel suit is like wearing a customized ornate costume, made to fit so that when the wearer moves, the suit still maintains perfect grace and elegance.”Traditional accessories to accompany a suit would generally be many pearls and gold chains, real and faux gems mixed together, two-toned shoes and quilted handbags with chain shoulder straps. In addition to the skirt suit, she bravely introduced fashionable pants for women as well. Pants were never an option for women in this age, yet Chanel made it possible. (Joseph, 2001)
[Available from:http://www.coololdstuff.com/coco.html]

Chanel had been the first designer to adapt so – called “street fashion” – work-wear, traditional men’s styles, country clothes, and sports garments had all inspired her more practical approach to designing clothes for everyday life. Gabrielle Chanel is creating more than a fashion: a revolution.

Chanel after Coco

At the Ritz Hotel in Paris on January 10, 1971, Coco Chanel died at age eighty-seven. For about a decade afterwards, her studio and fashion house were put on a hold. It wasn’t until 1983, that Karl Lagerfeld took control and revived the Chanel Empire. Lagerfeld worked by the slogan he borrowed from Goethe, which said, “Make a better future by developing elements from the past.” With his genius and mindset, he has continued to carry out the Chanel tradition long after her death. (Baudot, 1996)
[Available from: http://web.syr.edu/~jkbouche/ret181/chanel%201web.html]

Lagerfeld was employed to design for both the couture and the ready-to-wear collections. His interpretation of up-market fashion suited the times. He reshaped and updated the Chanel image to the “power-dressed” idea. All aspects of Chanel merchandise were revised to follow the trend for rich looking, extrovert fashions. It was a great commercial success. The company was artfully promoted and commercialized into one of the most valuable brand names in the fashion and beauty industry. (David, 1997, p.108)

RECOMMENDATION

Fashion is a principal part of the figure that in a certain space or circumstance, all kind of fashion couldn’t leave without corresponding space and circumstance. (刘元风，李迎军, 2005, p.3)

Fashion and its circumstance should be set off and coordinate, unify each other, to make a harmonious visual sense of beauty. Also, fashion need accessories to contrast with adapt it to circumstances. The accessories are including jewelries, scarves, hats, sunglasses, handbags, gloves and some shoes. Fashion is clothing that in current of the times, different from the fashion style in the past. Fashion is a limited sphere that has the setting with space, so fashion is not only being confined to contemporary style.

The fashion is the use of a particular form of thinking, esthetics rule and the operation procedure, first use drawing tools to design concept expressed by the direct-viewing image, and the selection of appropriate materials through the corresponding tailoring methods and sew crafts for orderly shaped design concept for products process.
The fashion design is a comprehensive overlapping application discipline, also is cultural art and the science and technology entity. Fashion design of modeling, materials, colors, tailoring and sewing links between a mutual checks and complementary relationship, because clothing is embodied in the code of consumers after the formation of a beauty, not just for clothing design materials, colors, design techniques, but also to consumers as a whole code of design. From the contemporary material culture and the fashion culture angle of view, fashion design is the design of a way of life for consumers.

It has three kinds of primary factors in modeling affects the design, colors and materials. In these three kind of essential factors, the design is the most important consideration, because the design plays the main body skeleton role, it is the foundation of clothing modeling, materials constitute models of the basic material, whether simple or complex models are needed to be reflected and shaped by the material. And the color of clothing is a major factor in the overall visual effects. These three elements in the garment and apparel shaped design process is both a relationship of interdependence and mutual restraint, and neither is dispensable. And in different types of clothing design, the three elements of the master and use the yardstick is their focus.

Fashion design is the applied art dedicated to the creation of wearing apparel and lifestyle. The dress designing is an artistic activity, and it is a kind of special artistic practice form. The dress designing has the artistic creation, which the artistic activity presents, the artistic appreciation and the artistic criticism form, also has dress designing oneself to have “the transformation” the characteristic. Art took one kind “the spiritual productive forces”, namely manifests shows off to the stability and inherits the nature, also manifests the freedom, the originality and the national characteristic, it creates the goal is needs to satisfy the people mind earnestly seeking with the spiritual need, realizes its esthetic value. Therefore, said from this significance, art also is the humanity creates the world according to the beautiful rule, simultaneously defers to no rule to create own practice. Fashion design is arts ideals, and arts requirements, by the artistic ability performance creation intention activity, it is the utility and the surmounting fusion unification, is esthetic and the practical fusion unification, also is the reality needs and the ideal reappearance fusion unification.

Some famous composers were defined as: ” Modern fashion design is a state of the human dress, is an item by serviceability, efficiency, the scientific nature, artistry, the epidemic, the time organic synthesis; is the material of human being. “ (王珉, 2004, p.114) The achievement displays the human body, and a design esthetic is the sense of art. Wearing is the way of expression, and choice the source of material, utilizes some techniques to express the idea, integrate and coordinate clothing with consumer and model, it is the process of practicality and it can combine incarnate with assume artistically.
We may see from the clothing style aspect, under the modern attention influence, the clothing has extremely explicitly trend direction, after but the postmodern dress designing actually is ponders over with difficulty, either classical or modern, either elegant, or coquettish with the fashion world. On the fashion modeling either tight or loose, either long or short, people have the free choice; break the phase, which is designers lead trend in the former days.

“The modern fashion designers often break the old style, simultaneously to find the new style, some designers in the postmodern period, dissociated between all kinds of style, gained non- style. This is the style at that time.” (包铭新, 曹喆, 2001, p.82)

The human clothing history has experienced flectional and long-terms process of evolvement. (刘鸿, 2005, p.8) In summarize, the early clothing was carries on two different masterstrokes, take upper classes of society’s palace clothing as a representative, would get up the main characteristic was for demonstrate the official rank, dignity and dignitary; the another one was lower classes’ common people clothing as a representative, its primarily goal was resists the bise and swelter.

On the 20th century, France as the central, Western European fashion appeared a historical transition. In the past, they used the high-level handicraft manufacture, now combined with mechanizations and slopwork.

Late 80 to beginning of 90’s in the 20^th century, along with the western economy decline and the people have esthetic idea transformation, people used to long terms of substance already, they begin to be sick of the life in high technology period, and also tried to leave away from the strict and ugly society, yearn for a kind of comfortable and peaceful life, therefore fashion design appeared new tendency. The main characteristic was esteems the traditional culture and the nationality art style pursue natural affective tone as well as the initial state.

Since has entered to the 21st century, along with international integrated progress, various countries in economy, culture, technical domain exchange and cooperated closer, the cultural multiplication is more obvious, the world culture vs. the national culture, the modern culture vs. traditional culture, the mainstream culture vs. the fashion culture, between the outstanding culture and the popular culture seeps mutually, promoted each other, the fashion designing is more and more tend to diversification and individuation, also the market and people’s esthetic tendency.

CONCLUSION

Chanel has had significant influence on modern fashion. On the bases of her firm philosophy that mode is not an art but is a technology. She has been promoted functional fashion, also she has introduced Chanel style’s concept of total fashion and expanded the accessory market. She has enhanced the development of ready-made clothing industry and elevated the position of couture. Compare the characteristic of fashion style between modern and postmodern period, fashion design made the big improvement through today, the future of fashion design is bright.

BIBLIOGRAPHY

David, Bond. Translated by Lu yan（1997） Coco Chanel and Chanel World books publishing house
Baudot, Francois. (1996). Universe of Fashion: Chanel New York Universe/Vendome.

Web: http://web.syr.edu/~jkbouche/ret181/chanel%201web.html

Joseph, Aime. (2001). Coco Chanel: Innovator and Icon. Cool Old Stuff, Retrieved February 24, 2001 from the World Wide Web:http://www.coololdstuff.com/coco.html

Wang Min（2004）Fashion ·Fashion Design Art Hebei educational publishing house

Wu Yong（1995）Fashion Art Heilongjiang educational publishing house

Wu Rongrong（2001）Modern Fashion Design Literature Chinese spinning and weaving university publishing house

Liu Yuanfeng，Li Yingjun（2005）Modern Fashion Art Design Qinghua University publishing house

Bao Mingxin，Cao zhe（2001）Overseas Fashion in Postmodern period Jiangsu fine arts publishing house

Liu Hong（2005）The women’s Fashion History Hundred flowers literary arts publishing house

August 29, 2006. Category: Uncategorized. 1 Comment.

A Study on Changchun Telecommunications by Leanna Li He Nan

INTRODUCTION

China Telecom was called as “China post and telecommunication office” in the latest. In 1995, the organization made the decision to separate the post and the telecomm. It makes the main operation on the telecommunication. Changchun Telecomm also did this order. In 1999, the professional work of call, satellite and the remove were all cancelled. In 2000, the real China Telecomm Company was built. In 2001, it was separated again. It was made into north and south parts. In 2002, the newest China Telecomm Company was operated. So Changchun also follows the processes and has a new telecommunication office.

Changchun CNC web site of IP is the most popular technology. The core of it is 2.5Gbps, it makes sure the speed of the high Internet and the high reliable of the IP. Now Changchun Telecomm CNC IP professional work has covered every where in Changchun. At the same time, IP professional works satisfies the need of the organization in the high speed in the Internet and also makes the townspeople enjoy this super value service.

At the fast developing time in Changchun telecomm, Changchun Telecomm has a new product named “Xiao Ling tong” this is a new phone product of telecomm in Changchun, in order to do the competitive with China Mobile and China Unicom to improves telecom’s position in the telecom world. But the reaction of it doesn’t very good.

Changchun Telecom forces their workers to sell phones, every person needs to sell in a certain number, if not they will pay for the rest of the phones. In every month, they also need to send the SMS to “Xiao Ling tong” customers, if the workers can’t get that certain number, they also need to pay by themselves. Every month they can’t get the normal salary. Many people were forced to jump the building and died… (h_h_xx0321@sohu, Aug, 3^rd, 2005)

This is a very bad sense to Changchun Telecom and the text asks: “do we still need this kind of officer who doesn’t care workers’ life?” the workers are all fear that this change to use their own money to finish the work will influence their life. No doubt, this will decrease the reputation of Changchun Telecomm and the workers won’t be careful in working. The working sprit is lost.

The main objective of the paper is to say supply the modern technology to do the effective and right task to the workers in Changchun Telecom. Since the twice big revolution of Changchun Telecom, it has a big process, but it has a descend trend, by
The support of the IP technology, it should have a better development, so that it could have a position in the telecom to compete with the other two telecom companies, the Mobile and the Unicom. Or in Changchun telecom, the inside of Changchun Telecom will be the first to begin to drop and fighting, and then the whole organization will be down.

REVIEW OF LITERATURE

The biggest joke about Changchun CNC. In the recently days, Changchun CNC Manager Mr. Tang asks every staff sell phones, every person needs to pay about sixteen thousand to twenty five thousand phone fees. To do this could improve the turnover about six thousand million Yuan, to get this turnover Mr. Tang could get four hundred thousands bonus from Jinlin CNC company. (Source: http://kiukiu.blogdriver.com/kiukiu/1073588.html)

China telecom had been established as a result of the frequent reorganization and internal adjustment, a body and mind exhausted staff on-line sent out such feeling “China telecom cannot again toss about, this relieved made the service well.”(Source: http://www.315ts.net/viewarticle.asp?module=laping&id=594)

I installed the net in August, 2005 in Chongqing to pass 1M the ADSL band width, before the use 3 months anything normal, after three months whenever accessed the net the peak band width only to have 200 – 300K, the majority of homepages opened all very slowly, this passed the pledge with the net the 1M difference too to be far, looks for 10,060 suits, always said could expand as soon as possible allows to be all right. Because the question has not been solved, hits 12315 also to say does not turn over to them to manage looks for 12300, but 12,300 actually always nobody meets. In the contract obviously writes is enjoying the 1M band width, but the peak turned the sharing band width in fact, pledged ran has gone to there, the question like could not solve on strongly requests to draw back the net. (Source: IBID)

The Changchun telecommunication bureau forces the staff to buy the small quick Changchun telecommunication bureau to compel the staff to sell slightly since long ago is quick, each person reaches hundred, but also requests the staff to buy back the handset, cannot sell clears the machine, the staff has own to take out money hands over the speech expense, but also requests the staff to send the short note up to ten thousand strip, very many staffs have own to buy two handsets to send a letter, the expense all is oneself takes out money Very many staffs handset many Persecutes to death the human life the situation repeatedly to have occurs Please cared about and sends the person to understand the telecommunication bureau the Les Miserable The very many staffs’ family member and the public figures, really is unable to continue watching this kind of situation, widely spreads in my city, affects extremely badly, unexpectedly has the country which leads in the socialism communist party They also force the staff, gives the color bell duty under the staff, each months of more than 10 duties, the achievement does not request the staff to spend money to buy back the duty, many pieces of nearly thousand Yuan, everybody said, like this wastes the national telecommunication resources, persecutes bureau chief which the staff life completes the oneself achievement is not should replace? (Source: http://club.cul.sohu.com/r-charitable-61899-0-3-0.html)

These three paragraphs are both say about the changes in Telecom and people has a strong opinion on the phone. All the staffs are worried when they are working, they can’t feel safe in when they are working.

In my opinion, telecom should change this bad action. CNC now is a new telecom, if it doesn’t have a good impress in people’s hearts, to develop steadily will be very difficult. Why I say like this, CNC should think from three parts.

1. Newly emerging things
2. Strong competitors
3. Future develop

Newly emerging thing

CNC now is still not very common in the telecom; we can say that it is still a new enter. So like this CNC must have a good reputation, if still keep the situation like this, it will fall down in one day. A new emerging thing must grow in good environment, if all the managers like Mr. Tang the business must fall down very quickly in a short time.

In my opinion Changchun telecom should have strict rules to all the staffs, includes the demands to the managers. This strict rule could make staff have a clear understand of their responsibility.

For example: use B2B and B2C system. Why we introduce these two systems? Because in the business the relationship between companies is very important. Though colleagues are competitors, but sometimes we have to cooperate with each other to reach the same goal.

Like at the beginning of CNC, the CNC phone couldn’t send SMS (Short Message Service) with China Mobile and China Unicom, but by the changing and the adjusting of CNC system, CNC could send SMS with them. We can think that if CNC couldn’t send SMS with them, there will be only a small number in using CNC. So the B2B system is useful in a company. CNC has realized this, so not only CNC gain the telecom in come, but also China Mobile and China Unicom. All of them have realized their goals.

From this event we see the relationship between B2B is very important. If CNC could adjust it step by step and clearly non stop, it could get the goals whatever they planed.

At the same time the managers must realize their task and their responsibility. Their job is not only to get salary every month, the most important is to supply their best service and show their best image to the customers. So that improves the reputation of the company.

To do this well, managers pay attention to customers and at the same time the actions managers do could also influence employees in the company. They will also pay attention to customers and supply a good service with a good attitude. This is the system of B2C.

Bad information separate much more quickly than the good information. Especially to a new emerging thing, keep good impress in customer’s heart is very important. Lose customer means lose every thing.

For example: when customer goes to pay phone fees, a good service and attitude could make customer happy and like to visit you next time. In the opposite customer will use their right to keep the right they should have. Like: use law to keep rights. Now people don’t like the days before, they know use law effectively to safe themselves.

Strong competitors

In telecom we don not only have CNC, also have China Mobile and China Unicom. Both of them are the strong competitors to CNC. The most important is that both of them have very good reputation in the telecom business and have strong power.

For example: Unicom has cooperated with the Olympic for many years. When the Olympic game is held we can see the advertisements about from TV, Internet and the live on-the-spot of Olympic Game. It has no double that through this promotion more and more people will know China Unicom and have a deeper know about it. They will think: China Unicom has the power and the reputation to cooperate with Olympic and in other important activities.

China Mobile has done many public welfare activities. For example: In 1997 flood, China Mobile had sent food, drink and clothes to the disaster area. This action gain much more reputation and gain the hearts of customers. China Mobile also support a program named “sing one song”, in every important festival the managers of China Mobile attend the program and the director introduces the main process activities about China mobile. Also includes the popular events about China Mobile which the customers of mobile introduce by themselves.

For example: one of mobile customer said that in a ship accident, people on the ship were all besieged on the sea, thanks for Mobile has the good signal or all of them would die…

This is only one of the example, but it influence me a lot, in my opinion the narration of this customer can not only influence, but also could influence others, includes mobile customers and the customers who are not mobile. Through this there may be more people will choose to use China Mobile. But we know CNC phone doesn’t have good signal as Mobile. Even in a local place it works very slowly. So we can see a good reputation and a good promotion is very important in a business, CNC should learn from Mobile and Unicom who are his strong competitors.

In my opinion CNC doesn’t do this well, if it could do as China mobile and Unicom today CNC must in a wonderful achievement.

Future develop

To have a steady position in the Telecom, CNC must have a vision to develop and has a strategy plan to use modern technology efficiency.

Now both China Mobile and Unicom use modern technology to develop new function products and create new products.

So make a vision is very necessary. In my opinion CNC should create more new function phones, the phones services they provide are so narrow and in an old way. It is only used in a local place and in the raining day the signal is very bad.

The most important is the speed CNC customers send SMS to Mobile and Unicom is very slowly. Some of the SMS is received in next day. So this annoys customers a lot. To keep this situation always will influence the loyal of customers and won’t catch the competitors in a certain time.

RECOMMENDATIONS FOR CHANGE
To see from these bad phenomenon, in my opinion CNC should pay attention about the methods in the management.

For example: we all know Maslow’s Hierarchy. It is one of the founding fathers of humanist approaches to management. There are five important needs in it. I will use this as an example to say about Changchun Telecom-CNC.

First. Physiological needs. It is to do with the maintenance of the human body. Like health, food, sleep. But to CNC Company, it doesn’t satisfy the basic need to employees, for they could get the salary unless they sell out the certain number of phones.

Second. Safety needs. It is about putting a roof over our heads and keeping us from harm. If we are rich, strong and powerful, or have good friends, we can make ourselves safe. But from CNC we haven’t seen the safe to employees, all the pain and complain from them. See how they could work by active.

A good big company, only the surface looks well isn’t necessary; the important is its inside. If only the surface is well, the inside is bad, one day it will be down. It looks like a strong tree. From the surface we can see the tree has luxuriant branch and leaves, but the inside is mass, almost to be decayed. So after a period the tree fall down, then people take the branch back for fair.

A tree can has another use after it fall down, but what effective use CNC will have? I think it doesn’t have. So how could employees feel safe in this company? The inside first to fighting, then expand to the other province where has CNC company, we can think about this sense… at that time the whole may fall down.

Third. Belonging needs. It introduces our tribal nature. If we are helpful and kind to others they will want us as friends. For example: love, affection, being a part of groups.

To CNC in Changchun, it only force employees to finish work, don’t care about their social need. No party and no celebrate in festivals. This gives employees a deep harm in their hearts when they see their friends in other company have presents in festivals. Only in some important festivals they could get some presents, but also less than others. This careless make employees have a very small space to do work in social.
Fourth. Esteem needs. It is most commonly discussed and used. It means self esteem and esteem from others. See from CNC, it doesn’t do this need well. Or employees won’t have complain above, also includes the customers.

In a telecom company, a good communication with customers is very important. If customers receive a bad service from us and a bad attitude when working with customers, it means leader in company also has a bad communication with employees. So leaders don’t respect employees, employees don’t respect leaders. Then employees won’t respect customers. This is a recycle relationship.

In this situation how the work could be done well. The whole company looks like a building which is going to fall down. They work only for get salary, but never think about how to supply a good service to customers.

So leaders in Telecom Company should improve this self esteem and esteem from others need. Or the company won’t have power to do work and reduce the confidence of employees.

Self- actualization. It means person’s individual potential ability. In a company we must pay attention about employee’s potential ability. In CNC we need employee to create new technology to produce new products to customers or we will be fall behind in the business.

No matter what work they do; they all have ability to expound their potential skill. If we give them enough space to do, more and more abilities will be come out from them. So that we have more talent to work in our company. also in the small local place. Pay attention to them equal treat you well.

CONCLUSION

The whole passage is talk about the phenomenon in Changchun Telecom about CNC, to introduce about this I wish that CNC Company could have a change and adjust in the management.

Also pay more attentions to their employees, without their hard work we can’t process a company well, no matter it has how much money, a bad management could fail everything. At the same time use the technology effective to create new products. Don’t like the situation now, both employees and customers complain.

A good business culture is very important. How could a business process well without the support and employees hard working? At the situation to have the powerful competitors. So the things CNC need to do is not only change the management, but also includes adjust their attitude. A good attitude could lead both leaders and employee work hard together. Then customers will receive the best service from us. Though we are not the best, we try our best and get a good reputation from customers, and then their agreement will come as a power to improve us go ahead.

In the telecom business we must realize that Mobile and Unicom is developing in a fast speed, we even stop for one day, we will lose a lot. We also have talents and high technology, so we should put time on the creating and developing, not pay attention on money, ignore the feeling of customers and employees. Even the life of employees.

Of course we have opportunity to show ourselves to customers and the telecom business. Like CNC is one of the partners in the Olympic Game in 2008. So through this important Olympic Game we could show our good reputation and show our features to the world. Ask customers to accept us, also the whole world.

Bibliography
Web Page.
1. The biggest joke about Changchun CNC. KiuKiuBot 26^th, Nov, 2006.
Available from:http://kiukiu.blogdriver.com/kiukiu/1073588.html
[Accessed：28^th ,July, 2006]
2. I installed the net in August, 2005 in Chongqing to pass 1M the ADSL band width. 12^th ,Dec,2005
Available from: http://www.315ts.net/viewarticle.asp?module=laping&id=594

[Accessed: 1^st, August, 2006]3. The Changchun telecommunication bureau forces the staff to buy the small quick phone. 3^rd, August, 2005. Sohu Website.
Available from: http://club.cul.sohu.com/r-charitable-61899-0-3-0.html
[Accessed: 7^th, August, 2006]

August 29, 2006. Category: Uncategorized. 1 Comment.

Lenovo’s Brand Strategy by Lawrence Lu

Introduction

In the 21st century, brand frequently is appearing more and more in network, magazines and newspapers. Brand has become a part of people’s life. When people discuss merchandise, they step into brand merchandise, buy goods of the same brand. Therefore, the 21st century is a brand time. Now entrepreneurs are trying hard to establish their own brands.

In addition the basic definitions brand name, logo, design etc., Philippe, the “father of marketing”, also definite brand with six meanings: brand identity, brand interests, brand value, brand culture, brand personality, brand users.

Considering a company long-term perspective, the best strategy is to establish a brand. Once a brand gains a certain reputation, its products will win the right to be charged at a relatively high price in the market instead of being sold as inexpensive ones. An entrepreneur must have such determination to spend a great deal of energy and time to establish his brand; otherwise he will never be able to compete with others in the international market.

The internationalization trend of China’s brand is become more and more evident. Many Chinese enterprises are trying driving their brand into every part of the world. With China’s reform and opening and economic successive development, the entry of foreign brand enterprises into China’s market has speeded up the market competition of China, and promoted its local enterprises’ growth. More and more Chinese enterprises believe that the China’s market is no longer able to satisfy them, and they hope to step onto the world stage to compete with first-class brand companies. China’s Lenovo is trying hard to establish its own international brand.

The main target of this paper is to explore Lenovo’s brand establishment in the world. Now Lenovo is the world’s third largest computer manufacturer. However, its brand image hasn’t reached world-class levels. It is the most important task for Lenovo to correctly create its own brand. Philip Kotler believes that brand has lost its significance when it only stands for a name or a trademark, and that it is dangerous to promote brand attributes alone or benefit itself, because these attributes or benefit can easily cause the occurrence of homogeneous quality, and consumers is likely to lose their interest in these attributes or the existing benefit in the future. Only value, culture, and personality these things are the most durable. They are the essence of brand. So It is very not easy to establish a well-known brand. It takes great effort.

Review of literature

Lenovo’s History

In 1984, With an initial capital outlay of only RMB200,000 (US$25. 000) Lenovo ‘s founding chairman Liu Chuanzhi, together with 10 like-minded colleagues, launches the New Technology Developer Inc. funded by the Chinese Academy of Sciences. After 20 years of development, Lenovo is showing itself in the competitive ability of China’s market, the market share of more than 30%, become well-deserved market leader.

In 2005, through the merger of IBM PC business, now the first Lenovo-branded products outside of China debut worldwide. Researchers, scientists and product design teams from around the world combine Lenovo’s heritage in enterprise and consumer PC technology to design the Lenovo 3000 product line, which features new desktop and notebook models specifically designed to provide worry-free computing to the small business market segment, is the world’s third largest computer manufacturer.

Lenovo’s Brand Strategy

In 1990, the first Lenovo brand computer was promoted. In 1992, “Lenovo 1+1″, with “household computer” concept’s being put forward, became the creation of China’s household computer. On February 14, 1994, Lenovo stock was first listed in Hong Kong, and in the same year it set up the division of Lenovo computers.

The year 1996 became a milestone in China’s computer history. After Lenovo’s four major consecutive descent of its price, “Wanyuan Pentium” won itself the largest market share in China. Before 1996, when foreign computer brands controlled the market, it is very difficult for China’s domestic computer brands to become popular in the nation. Lenovo brand promised to shoulder the national industry flag to make computer popularized with common people in China. Lenovo’s idea is to make the Chinese able to afford computers. It produced Lenovo 1+1 personal computers for family-oriented users. Through a series of activities, “Lenovo Computer Express” and “1+1″ Summer Training, etc., “Lenovo” brand gained its speed in becoming popular in China.

Brand Innovation

How to turn a brand into an international brand name? All depends on internationalization. Chinese enterprises are facing common problems. Lenovo has carried out innovation to stand at the forefront of domestic enterprises in its brand internationalizing journey, as is reported in China Daily on 5th of August, 2006. (Source: http://news.xinhuanet.com/ politics/2006-06/05/content_4646391.htm)

However, it is not so easy to become an international brand name! Therefore, Lenovo sets up a three-step strategy.
First, Legend changed its making. As the English marking “legend” had been preemptively registered in many countries, in April 2003, Legend successfully changed it into “Lenovo”, making it the new logo of Legend’s global brand, then Legend’s brand gained its internationalization passport. (IBID.)
Second, on March 24, 2004, Legend formally signed with the International Olympic Organizing Committee to become the first and currently the only Olympic global partner. (IBID.)
Third, Lenovo purchased IBM. Although having occupied 30% of market share in China’s market, this was still not enough for Lenovo to become a real international brand. Yang Yuanqing said, “a company can not gain benefit in the area of purchase and research without a business operation, and can’t obtain a better ability to withstand risks than its globalization competitors.” As was based on such thought, “When IBM stretched out its olive branch to us, we seized it without hesitation.” IBID.)

During a past year, Lenovo speedy completion of the phased integration of a global organization and in the market has made a remarkable achievement.

Brand Promotion

In the past one year, Lenovo has gained a relatively good repayment today through the Olympic top plan, patronage in Turin Winter Olympics, and signing a contract with Ronaldinho these three major marketing behaviors, and has risen the degree of its China’s brand reputation by 20%. However, it still needs to make a greater effort. Although the starting point is low, the pressure of competition is still great, as is said by Chen Shaopeng on the 13th of July 2006.
(Source: http://news.chinabyte.com/369/2486369.shtml)

Lenovo has taken the chance of the Turin Winter Olympics to fully step into the global market of mid- and small-scale enterprises and has gained some achievement. But its signing a contract with Ronaldinho hasn’t turned out very successful. Ronaldinho has already spoken for several products before, which is Nike, Pepsi, and Unilever, such large international business, and his’ value to speak for a brand as a star has been seriously diluted. So Lenovo is slapdash to make Ronaldinho its spokesman in this situation. And Ronaldinho’s poor performance in the World Cup match has passively influenced the promotion of Lenovo brand as well. (IBID.)

Getting Rid of the IBM Brand

How to handle the relationship between its IBM brand and Lenovo brand has been puzzling the policy-makers of Lenovo for a long time.

Lenovo hopes to create its worldly recognized brand “Lenovo” by starting an advertising campaign in the United States and around the world. Lenovo will put its main energy on its promotion of products to enhance its corporation image, rather than directly build its enterprise brand. In future, Lenovo will enter the new high-tech market with its IBM’s “Think” brand, and use its own “Lenovo” brand in small businesses and the mainstream computer market for consumers. This global brand strategy will have been proposed and put into use by the end of the year. Legend’s biggest challenge will be whether it can get rid of its IBM brand in five years and create its “Lenovo” brand, as is said by Yang Yuanqing on 16th August, 2005.
(Source:http://news.chinabyte.com/227/2072227.shtml)

Brand Extension

Lenovo is a computer-based IT enterprise with mobile phones as part of its IT industry. Its mobile phone brand content has a potential extension, especially with the development of smart mobile phone, a mobile phone with the function to be used as a MP3 player, to take photographs linked with a computer, and to do data-processing. With this as a background, IT manufacturers will create new product trend points.

Lenovo has a disadvantage in its brand extension as a mobile phone. Phone is a relatively new field for Lenovo brand in its extension. For Lenovo’s own research and development of mobile phones, the brand awareness of its mobile phone consumers, new management methods and new business professionals, etc. are unknown domains. If process is not good, Lenovo will have a bearing on the success or failure in its mobile phone brand strategy, as is written by Liang Lvyan on 2nd April, 2005.
(Source:http://www.maad.com.cn/v2/article_content.asp?unid=158&number=108)

Brand Culture

As we enter the 21st century, Lenovo established the “high-tech Lenovo, the Lenovo services, internationalization Lenovo” development goals. Internationalization is Lenovo established direction, the Lenovo want to be internationalized, the first in the world need a clear, and the people fond of English brand and new brand logo for the internationalization of the strategic plan prepared, as is written by Dr. Li Qun on 30^th June 2006.
(Source: http://www.ce-c.com/hyxx/shownews.asp?newsid=845)
Lenovo (Reading is len ‘nouvou) this is a new English name, was already in succession on the basis of brand assets to the development and understanding. “Le” represents Legend past English name “Lenovo”; “Novo” is a very origins Latin root, the representative of “new ideas and innovation.” The brand name meaning is “innovative Lenovo”. (IBID)
Lenovo marking through extraction and development of the original brand for the enterprise, the new Lenovo brand will be given to four major characteristics: integrity, innovation and dynamic, quality professional services and easy. This representative is solemn commitment for the majority of clients, partners. (IBID)

Lenovo has successfully changed its own brand from Legend to Lenovo, realized this new brand global registration, and cleared obstacles for itself in its way of brand global expansion in future. (IBID)

RECOMMENDATION

Brand Innovation

The first generation of Chinese Han cards, other first independent brand servers, the first made trillion times computers in oneself country, the first amongst the top 500 super computers list. In the course of 21 years, Lenovo used constant innovation; overcame many strong emulate, became China’s largest computer manufacturer, also a people-oriented, Lenovo culture of constant innovation.
After purchased IBM personal computer business, Lenovo Group rapid integration of the research and development system, Lenovo has been established in Beijing, Tokyo and the United States Raleigh three research bases. Now, Lenovo reached 2.5 billion yuan annually technology research and development inputs, and has a number of patents owned by 2000.
Lenovo already had the very high well-known in China, but how to develop the local brand to become international brands as the biggest problems of Lenovo, according to the experience in the development of China, continuing innovation, develop high-quality products, is Lenovo create the basis for international brands, as well as the Lenovo brand to the key to success.

Brand Promotion

Lenovo wanted to use Ronaldinho’s enormous global influence, develop a global brand marketing stratagem, to further improve the “Lenovo” global brand visibility, but the show of Brazilian team in the World Cup and Ronaldinho’s bad state, give Lenovo a fist. Before Lenovo at the signing Ronaldinho helped, only think he in the performance of Barcelona, but no analysis of whether he would have the same performance in the World Cup. When Brazilian team is easy to go home, Lenovo has no corresponding drumbeating strategy; no good promote Lenovo brand visibility.
In the United States, because the United States government interference, Lenovo encountered many difficulties, many officials of U.S. government believe that the Lenovo is the state-owned enterprises, development of Lenovo will affect the security of the United States, so must let them know that the Lenovo is a private enterprise, to enhance the transparency of Lenovo. Only the United States government does not obstruct the sale of Lenovo, Lenovo can be a very good development in the United States.
NBA is one of most influential professional league in the United States, and Lenovo cooperate with NBA, will increase the force. In those years Nike cooperated with Michael Jordan, quickly became internationally renowned brands. Of course, Nike and Lenovo development area is different, and influential players such as Michael Jordan decades could not touch, but if find to fit players of Lenovo brand, have influential NBA players, will promote the visibility of “Lenovo” brand.
Getting Rid of the IBM Brand

Getting Rid of the IBM Brand

After Lenovo purchased IBM PC operation, have “IBM” make five years of tenure and “ThinkPad” ownership, and the hope of relying on IBM technology and brands into international companies. Internationally, the popularity of “Lenovo” is lower than “ThinkPad”, and promote Lenovo “ThinkPad”, will be borrowed “ThinkPad” to build a Lenovo brand of internationalization. IBM “ThinkPad” will turn into Legend “ThinkPad”. Let Lenovo “ThinkPad” can become a part of Lenovo.
Some people think that consumer purchases ThinkPad is because the consumer can relate it with behind IBM, is purchases ThinkPad because of IBM, is in no way purchases ThinkPad.
But consumers buy things enough to brand loyalty is not easy to change, most people will try to buy Lenovo “ThinkPad”, with the same good service and high quality products, slowly change the consumers to Lenovo “ThinkPad” cultural understanding, Lenovo “ThinkPad” will be very good development.

Brand Extension
Lenovo from the beginning only produces computer production until now produces phones, MP3, digital cameras, and other products. The extension of Lenovo impart Lenovo brand more meaning, but also brings more crises and challenges.
Lenovo mobile phone brand extension, there is a certain disadvantage. It is a new area for Lenovo mobile phone, although Lenovo mobile phones have other products of Lenovo technical support, but the development still has many difficulties to Lenovo mobile phones. Moreover consumers don’t know Lenovo mobile phones brand, management style and mobile phone business is needful talent, they are all the new question of Lenovo. If deal with not well, will use Lenovo mobile phone brand strategy to encounter the defeat, the more serious will affect the reputation of Lenovo brand.
In China, most people only know that the Lenovo is a production of computer companies, for the understanding of other products rarely, it has made the customer does not catch up with the easily purchase other products of Lenovo. Therefore, visibility of Legend products, Lenovo also has very many works to have to do.
Extension of Lenovo will cause talented person’s decentralization. Main computer business will encounter the gap to the technology and marketing talent.
Lenovo access to the Internet looks like a bold gambling. How won’t know the future to be able, because Lenovo lack network technical expertise, and no idea wholeheartedly.
Brand Culture
A company establishes the brand culture. In-house staff of the company has considerable function, the staffs endow with the brand by personality characteristics, such as personality and the brand will be different. Brand personality is diverse, reflecting the core values of the enterprise.
Companies need to establish their own brand culture, such as when people talk about Nike, will know “Just do it”. But when people talk about Lenovo, just know it produces the computers. Regarding his brand culture, Lenovo wants to express the meaning, many people do not know. So Lenovo must be good promotion for brand culture, let customers understand and experience this kind of culture. In this way, a lot of customers will purchase more products, moreover is unnecessary product itself.
Along with time variance, the content of brand is may changed, but brand establish loyalty is difficult to change for the customers, the customers like this brand, they also can know new connotation of the brand quickly.
The localization of Lenovo brand is “science and technology create freedom”, through provides the information technology, the tool and the service which build a more free life space for the people. New Lenovo brand has the four characteristics: integrity, innovation and energy, quality professional services and easy. These characteristic must be when the customers use the computer, can experience it by oneself. It isn’t a large of propagandas, just can cause the customer to realize the culture of the company.
CONCLUSION

Lenovo want brand internationalization, we must start from the market psychology to identify market needs, enhance product value, the development of a clear business strategy, through the brand strategy operation, and construct Lenovo brand of the profound connotation, can obtain consumer’s approval, truly wins the customer loyalty, obtain the internationalization brand of the true significance.
After will enter the international market, Lenovo new brand culture, brand extension, brand innovation and brand promotion, will face more difficulties.
Lenovo develop brand strategies, including brand identity, location and structure. After high-level discussions Lenovo decision to determine the future of the Lenovo brand identity. The top four attributes are: integrity, innovation and energy high-quality professional services and easy, and they have equal importance, also is the Lenovo carries on the brand promotion the goal. On top character Lenovo hope to be able to give consumers to Lenovo brand overall impression is that “science and technology to create freedom.” As is reported in China influence brand (http://www.cec-ceda.org.cn/brand/lenovo/zhanlue/zhanlue1.htm)
New strategies of Lenovo brand, is integrity, service and innovation, more emphasis is brand connotations. When consumers buy computers of Lenovo, can understand services and innovation of Lenovo, the brand building is a very complicated process, consumers use experience, product satisfies the demand and the quality level close correlation. It is not a day’s work, he will require a long time. Only continuous and hard work can let the consumer build up the association brand the idea.
Lenovo has succeeded for the Turin Winter Olympics Games to provide technical supports, with the cooperation of Coca-Cola, already enable repute of the Lenovo brand to have a good development. 2008 Beijing Olympic Games will be associate the propaganda brand the best opportunity, such as “Samsung” enterprises, the very good use Olympic Games’ image obtains the very good development, and even global development. If the Lenovo can seize this excellent opportunity, believe the Lenovo brand will become internationalized brand.

BIBLIOGRAPHY

Web page.
1. Innovation is the core brand attributes 2006, China Daily Website.
Available from: http://news.xinhuanet.com/politics/2006-06/05/content_4646391.htm.
[Accessed: 20^th July, 2006]
2. Enhance brand recognition 2006, Beijing Times Website.
Available from: http://news.chinabyte.com/369/2486369.shtml.
[Accessed: 22^nd July, 2006]
3. Lenovo global strategy brand 2005, Tian Jin Website
Available from: http://news.chinabyte.com/227/2072227.shtml
[Accessed: 26^th July, 2006]
4. “Lenovo” extension of the successful 2005, Modern Advertising Website.                                          Available from: http://www.maad.com.cn/v2/article_content.asp?unid=158&number=108
[Accessed: 5^th August, 2006]
5. Lenovo brand 2003, People Website.
Available from: http://past.people.com.cn/GB/it/48/299/20030507/986150.html
[Accessed: 10^th August, 2006]
Book.
6. Don E. Schultz. (2005) Brand Babble
People’s Posts Publishing House
7. Yan Bingrong (1998) Strategy Brand
China Textile Publishing House
8. Philip Kotler (2003) Marketing Management 10^th ed
China People’s College Publishing House
9. Du Wenjun (2004) Brand
Enterprise Management Publishing House
10. Zhao Yulin (2003) Brand Plan
Hunan People’s publishing House

August 29, 2006. Category: Uncategorized. 1 Comment.

Marketing Strategy of Meng Niu by Kitty Zhang Ying

INTRODUCTION

Every company has its own promotion to sell their products. They have advertising and do the activities to as products’ promotion. But how can promotion impact an enterprise? In this article I will analyze the promotion in Meng Niu Corporation. To see how they promote their products to consumers.

Meng Niu Corporation set up on July 1997. In 6years, the revenue in Chinese dairy products companies from No.1116went up to No.2. Meng Niu Milk sale quantity is the NO.1 in liquid state milk market in whole country. In UHT milk market, Meng Niu sale quantity is the NO.1 in all over the country. In ice-cream market, Meng Niu sale quantity is the NO.2 in whole country. Meng Niu is the customer’s most satisfactory milk. It is the only one milk brand which comes into the market in abroad. It is also called “the template factory in the world” and “international demonstrate field”.

For selling milk, the sales person wears Mongolian clothing when they sell milk to customers in special days or special place. The products’ names are also special. They named their product from customers’ habit or people’s life. They have different products to fit different people. People drink different milk for different time. Their package is also larruping. They also invest much money on advertising. Sponsor many activities like “the Divine Land 5” and “Super Girls”. They also hole their own activities like consumers can make the advertising song for their products or the family activities. These all made much profit for Meng Niu Corporate. Meng Niu has the monopolistic shops; it’s the first milk brand which has monopolistic shops.

Meng Niu catches hold of opportunities when they have opportunities, they creates opportunities when there is no opportunity. Opportunity is important for developing companies. Hold opportunity equal to hold money.

Nowadays, more and more enterprises know that the sale strategy can control the business, it is very important part. From Meng Niu, we will see a good sale strategy can change the enterprise’s life; it is good for the enterprise’s future and get more developing.

The main purpose of the paper is if a company wants to set a famous brand in people, the important stand standard is has a good relationship with country, nation and society, close to people’s lives. Though Meng Niu Company’s sale strategy, we can found they do the tings are very close to people’s lives. There milk is form no pollution place. They sponsor the Shenzhou V and TV programs, such as Super girls and family activities. They donated 1 billion to society at SARS time. These are all making people know Mengniu, remember Mengniu. Let people know your company, remember your company, than your may get success in your business.

REVIEW OF LITERATURE
“The reason is easy. We choose an important standard of marketing is the things which are closed to country, nation, society and people’s life; there is all Mengniu’s considered scope. For example: Olympic Games, people form all over the world pay attention on it, Chinese people pay attention on Chinese team, so Mengniu pay attention on it. Taiwan Kuomintang president Song Chuyu went to China; it is an important thing for tow area’s peace and unification. So we did the commonweal’s advertisement for all Chinese. And the Chinese New Year Soiree, 2002, 2003 and 2004, Mengniu also is the CCTV Chinese New Year Soiree’s active participator. We just though that we have the responsibility to regard Chinese people on Chinese New Year after they work hard the whole year.” Said by Niu Gensheng, the president of Meng Niu.
（Source: http://hkstock.cnfol.com/060210/132,1360,1677548,00.shtml）. From the president of Mengniu Niu Gensheng’s words, we can see he direct MengNiu use the “close to customer” strategy.

Sun Xianhong said that, “If product is not good, more propagandize ways, better brand image, more promotion, also are does not have the significance. If the quality had the accident, all painstaking care, all people wealth and physical resource investment not only fell, but also could give the person impractically bad impression. Once the bad impression become the first impressions for customers, later even turned back improves the quality, work hard on remolding the brand image, it will be also nothing.”
(Source: http://www.cnad.com/cnadblog/thesis.asp?UID=172&LID=40&AID=472 ).Meng Niu also pay attention to their product besides their promotion (close to customer).

Why Meng Niu develops quickly and has much kudos in short time? Because from products, sale and activities, they have their own particular ideas. “In products policy, they have a plan called “Give a reason let me choose you!” They have five reasons that make consumers choose Meng Niu. The first is Chinese green food. The second is made in Mongolia. The third is the only resound brand in Chinese. The fourth is get authentication quality from British NQA and ISO9002 international standard. The fifth is the UHT sale quantity is the NO.1 in all over the world.”
(Source: http://czq.blog.bokee.net/bloggermodule/blog_viewblog.do?id=174863 )

“Cup of milks optimizes a nationality” is a Japanese slogan which proposed in postwar, advocated develops cow cultivation industry change national food structure, strengthens people physical quality. In short 20 years time, Japan as soon as leaps into the second big economical powerful nation in the world! The Chinese wants to strive and improve, China needs a strong national physical quality, adjusts Chinese’s diet traditional ideas imperative! Hope Meng Niu can take this revolution and to be the director!
(Source: http://www.bokee.net/forummodule/view/ForumThread/view/10/100412.html) I saw this words form a BBS, it’s a Chinese people want all Chinese to drink milk like Japanese, in his mind, he thought milk as an important part in our lives.
“Niu Gensheng said ‘Advocate all Chinese drink milk, you shouldn’t must drink Mengniu milk, just drink milk. For educating Chinese people drink milk, Mengniu though many ideas, one of them is they present VCD to customers. Mengniu bought some veldt songs’ copyright, use the milk produce’s line and the introduction of milk knowledge to make VCD, and put the VCD into milk boxes to present consumers
(Source: http://book.studa.com/article/390/20051129103415246.html ) The same as that BBS (above), Niu Gensheng advocated Chinese people drink milk, let the milk to be a part of our lives. He said “Advocate all Chinese drink milk; you shouldn’t must drink Mengniu milk, just drink milk.” If I’m a consumer, I see or listen this words, I will think “Meng Niu is really care bout my health, care about all Chinese people. It is our consumer’s company.”

Meng Niu extremely pays great attention to the media output case, Mengniu believe that, a good case may become millions teachers, lecturers and the training organization lecturer’s teaching source material, it’s education of the consumers the function is more widespread and profound, this more effective than sends out 10,000 bagmen, this way although cannot get results quickly, but to the Chinese dairy products development’s influence is extremely profound, after all, there are more and more Chinese people drink milk.
(Source: http://book.studa.com/article/390/20051129103415246-2.html )

“The city people drinks cup of milks, the countryside becomes rich the whole family, our sense of mission is hundred year Mengniu, the strong dairy produce promotes agriculture. Because we make the strong dairying goal and promote the agriculture, agriculture is strong then country will be strong, dairying is strong then the agriculture will be strong. Because Inner Mongolia took the western area, 85% farmers have not entered the county seat. Because the region quite is big, 1.18 million square kilometers scopes, 85% farmer have not had been to the county seat. But in WTO later today, our farmer must face the Australian farmers, the American farmers, the Canadian farmers…how goes to war with the developed countries grain truly is the very urgent question. Therefore we proposed this slogan, drink the milk much and relate with the cultivation household and the planter household. Now our milk price is also lower than water.”(Source: http://eladies.sina.com.cn/2004-05-31/95977.html ). Mengniu Milk is made on the Mongolian llano; they make the foremilk form cows, so they need many cowhands and big llanos. These solve many farmers’ survival problem.

RESULTS & DISCUSSIONS
To set a good brand in people’s mind, Mengniu take the “close to people” strategy, from products’ produce, mane, slogan and package to sale system and create company’s well-know brand.

The first is “have good products”. A good product can make strong sale power! If customers want to know your company, the first step, knows your products, know your brand. So products are good or bad, affect the whole company directly. You know follow our developing economy, there are many factory have built, many people drive cars, the sewage and toxic gas makes our environment is getting not so good. People think much of their health. These make people want their food get to be green food and no pollute. Mengniu know it, so they tell their customers Mengniu milk is green food, it is made in Mongolia. It is an advantage, Mongolia has big llano, it is far from factories, has no polluted. The milk is no polluted; it is easily accepted by customers.

From the national health and I health angle, Meng Niu is an enterprise who has the social responsible, they don’t put too many thickening agent and the medicinal fragrance into the milk. Responsible for the society, offer health products, that can construct a long-time healthy enterprise. At past time, Chinese people work hard to earn money to satisfy their physiological needs which is one of Maslow’s hierarchies of needs. But now, people think much of their health. When they buy things such as food or drink, they always pay attention to food’s quality. “It‘s good or bad for our health?” It transit to the second of Maslow’s hierarchies of needs—safety needs. Guarantee product’s quality not only can get more consumers, but also is a long-term strategy for enterprise.

Meng Niu l milk comes from the Inner Mongolian prairie; there is living Chinese minority –Mongolian nationality. China is a country which has 56 minorities; Meng Niu becomes one member of Mongolian nationality. In 2000, Meng Niu invested more than1 million RMB to one advertisement, the subject is “Cheers for Inner Mongolia”. In the special days, Meng Niu sales person put on Mongolian minority’s clothing. Meng Niu wants Hu Hehaote City where Meng Niu milk made in to be the “Chinese Milk City”. Put the enterprise brand the local brands get together. These let the Mongolian minority and the Hu Hehaote locaters feel Meng Niu is their minority and their hometown brand.

In 6 years, Meng Niu increase cow more than 800,000 heads in Inner Mongolian and the around areas .They have millions cowhand. Meng Niu uses “Promotes dairy farming to develop the Chinese agriculture” as their enterprise mission. China is a large agricultural country which has1.3 billion population .There are 900 million farmers. Meng Niu not only helped the farmer to escape from poverty but also lightened the government’s burden. Meng Niu obtained consumers’ and government’s support. Treats people’s problem as own difficulty, treats the government worried as own worried, this is an enterprise’s responsibility, it good for setting up enterprise’s brand.

In order to expand the box sale of the supermarket, Meng Niu promote the small boxes which 12 bags milk in. Thus, it has solved many housewife the difficult problem about can not move the big box when they purchase. It is greatly popular in the supermarket.

In Chinese culture, people usually to say “Suibian (随便)”. Mengniu consider this speak culture, they produce a new ice cream is named “Suibian (随变), the Chinese sound as same as Suibian (随便). If people ask you “What ice cream would you like?” May be you will say “Suibian”随变（随便）It’s easily to remember and got around.

How can the enterprise make big or how promotes the brand, this is a solution question which every enterprise must fact to. Because products can’t leave life, it is a new proposition.In1999, Mengniu produce the first ice cream “Mengniu Zhuan zhuan”, it is in virtue of the popular song ‘Chang hui jia kan kan’, which sang in Chinese New Year Soiree in CCTV, Mengniu make the advertisement slogan ‘Mengniu zhuan zhuan, hui jia kan kan’, it’s accepted quickly by people. In nowadays, children work very busy, so they can’t go home to see their parents often. The song “Chang Hui jia Kan kan” tell children to go home often to see their parents. It is represented the Chinese culture “filial piety”. Meng Niu is also wanted to use the meaning of this song, so they took that slogan. It made people feel friendly with Mengniu.

China is developing fast; most people are busy on their jobs. That makes many parents have less time with their children. They go to work in the morning, come back home in the evening. Some of them also have overtime for their work on weekend. Children have less communication with their parents. It is not good for the family relationship. Now, many families are trying to change this actuality. In Chinese culture, the family relationship is very important. According this situation, Meng Niu sponsored an activity named “Meng Niu acidophilus milk family activity”. It is an activity which attends by the whole family. Children can act a program with their parents. Meng Niu gave the opportunities to children and parents to improve their relationship. Though this activity, let the families have much time to communicate with each other.

“Enterprise should take are of people first, than people can take care of you!” (Source http://biz.163.com/06/0208/15/29EUJSNH00020QDS.html said by Niu Gensheng– The present of Mengniu) In 2003, China was suffered by SARS, it made China in trouble. At that time, Mengniu took one billion to Chinese government. In SARS period, Mengniu took the “give customers healthy milk” strategy. Mengniu put milk at residential area for customers. It was took convenience for customers. These are all made people know Mengniu, was took a good credit standing for Mengniu. If you help a person at an emergent or difficult time, than that people will bear in mind, thanks you very much, won’t forget it. Meng Niu knows this, and it also took the credit standing from the government. Have a good relationship with your customers and government that will makes your company easily to get succeed.
“When enterprise’s life is close to a region, a country and a nation’s life, the enterprise should work hard to innovate and should assume more social responsibility”

Mengniu made another activity to people and Chinese government. They gave the milk to teachers. They call it “Milk Hope Project”. Mengniu give the milk to teachers on Teacher’s Day in 16cites. T his activity made people feel Mengniu attach importance to education. It also took a good credit standing for Mengniu. Education is important for people; Mengniu took the “close to customer” strategy again.

From beginning, Mengniu have jumped out of sell milk, they put enterprise and the affairs of state and social tings together, the things which Mengniu participated in, there is no relation with milk at surface, but actually, Mengniu spread their brand popularity and upgraded their good credit standing.

In 2003, what was the motherland most noticeable matter? I believe that many people can with one voice to tell you, is “Shenzhou V” flights success. “Shenzhou V” fall to the ground to the same day before dawn 6 o’clock, and Mengniu also in the same day before 12o’clock put their advertisement bedding the entire park more than 30 cities main street and small alley and the outdoors waiting room, simultaneously, Mengniu brand-new television advertisement ‘launch – military supplies – docking’ declares a position in CCTV and regional station various frequency channels synchronization, in several days, Mengniu’s products, already printed on ‘the Chinese astronaut special-purpose milk”.

“Shenzhou V” made Chinese thousands dream came true, it is the success of China, the third world and developing country. It is Chinese people’s pride. Mengniu celebrated with all Chinese. It is a close activity with customers, it also good for Mengniu to have a good relationship with their customers On April 29^th, 2005, After CCTV news channel reported the Chinese Kuomintang Present lectured in Beijing University, Mengniu made a commonweal advertisement. Their slogan “Motherland get unify is the same dream of all Chinese! Mengniu Dairy”. This slogan made all Chinese people’s resonance; people want to make Chinese mainland and Taiwan get together. It also took a pure-hearted and close communication with customers. That means Mengniu and all Chinese have a same dream, let customers feel they are one family.

The milk and the dairy products are the most ideal natural food which the nature gives us. There are many alimentations in it. It’s good for our health, especially children. It is a pity that our Chinese takes in the milk and the dairy products are very less. The main of the reason is the standard of living. At past time, Chinese science and technology were not developed. The standard of living is low; most families can’t drink milk because milk is luxury things. But now, not every families drink milk every day. The reasons are people’s habit and conception. If want to change people’s habit and conception that needs correct guidance and the education. Meng Niu’s CEO Niu Gensheng found this problem, he said ‘Advocate all Chinese drink milk; you shouldn’t must drink Meng Niu milk, just drink milk.” Solve people’s essential problem, strengthens Chinese people physical quality that are which Meng Niu did.

CONCLUSION

From all the things which Meng Niu made, we can find Meng Niu take the “close to customer” strategy all the time. So it is more profound to tell enterprise the important stand standard is has a good relationship with country, nation and society, close to people’s lives. Meng Niu considers which close to the country and people. Solve the really problem which people face to. That is important close to your consumers in an enterprise. As a good enterprise, you should let your consumers believe you, accept you, then they can buy your products.

Meng Niu did many things, but how about the future? I advice Meng Niu keep on their “close to customers” strategy. China may hold the Female Football World Cup 2007. At the same year, China will celebrate for regress of Hong Kong‘s 10 year’s anniversary. 2008, China will hold The Olympic Games in Beijing. 2009 is the Chinese Communist Party 60 year’s anniversary. Meng Niu can also have some activities for their promotion in these specially days. Not just Meng Niu Company, any company can do it. Close to customers, customers will close to you!

BIBLIOGRAPHY

1. Dialogue between Li G.D. (the general manager of Beijing Huasheng Shidai Advertisement Co.) and Niu G.S ( the CEO of Meng Niu Co.) 2006,
China FOL Website.
Available from: http://hkstock.cnfol.com/060210/132,1360,1677548,00.shtml
[Accessed: 3^rd August, 2006]
2. Liu F, (2005 ) The article about Sun X.H, the vice-president of Meng Niu),
CNAD Website
Available from:
http://www.cnad.com/cnadblog/thesis.asp?UID=172&LID=40&AID=472
[Accessed: 3^rd August, 2006]
3. Meng Niu Open Sesame: Small success depend on wisdom, big success depend on ethic, 2006, Asiaec Admin Website.
Available from: http://admin.asiaec.com/zjsj/gggl/598785.html
[Accessed: 4^th August, 2006]
4. Chen Z. and Liu R. (2005), The best way for marketing is train your consumers, 46^th Ed. Meng Niu Si Wei, Book Studa Website
Available from: http://book.studa.com/article/390/20051129103415246.html
[Accessed: 4^th August, 2006]
5. Niu G.S (2004) Story on campo –Meng Niu is not a miracle, Sina Website
Available from: http://eladies.sina.com.cn/2004-05-31/95977.html ).

[Accessed: 4^th August, 2006]

August 29, 2006. Category: Uncategorized. 1 Comment.

“Made-in-China” Brand Development by Joanna Zhuan Yu

INTRODUCTION

Nowadays, we can see merchandises of mark the “Made in China” in abroad everywhere.

This time, the first we will think of manufacturing industry is development rapidly in China, moreover it has went out of the country and enter the world, but how many people thought in the merchandises of mark “made in China” that how many China’s own brand!

According to the State Statistical Bureau’s economic census data No.2 notice that the main proclamation，manufacturing industry occupy 91.6% of the number of China’s industrial enterprises, 86.8% of main operating income, 73.1% of profit, manufacturing industry occupies our industry leading position. （source:http://tech.qq.com/a/20060320/000262.htm ）This data show China “madding great nation” of status go step further strengthens.

In the face of such a situation, we should be gladness or sorrow. Chinese manufacturing industry growth rate so fast, because interior labor forces are cheap, this is a beneficial resource for every enterprise. Foreign enterprises are taken fancy to this point, only their own brands into China production. But when we create brands for others, we do not use own resources to create their own brands. Have some people will our processing trade of manufacturing industry compare is “somebody else eat meat, we nibble bone; others eat rice, we swallow husk.” So have to have the doubt, why from the beginning is own meat let others eat, myself just nibble bone.

When Haier, Konka led a large number of Chinese the first class enterprise produce goods that make “made in China” entered the market in many countries and numerous households of developed country, with excellent quality and reasonable price gained the favor of overseas consumers, these shows that the Chinese have created a new image of cheap goods was broken even inferior products in the international. But after our products have “a bargain buy” reputation, the deficiencies have not yet been resolved brand value; own independent intellectual property rights in the international reputation of Chinese products are very rare.

Now the Chinese people need to create own brands genuinely, let the “made in China” on own brand.

The main objective of the paper is to create awareness of the importance of branding strategy of China-made products. The Chinese companies need to recognize the need to establish an autonomous brand awareness, create own brand, and more support local brands. While raise the industry, let the “made in China” on own brands more.

REVIEW OF LITERATURE

First of all we talk about brand awareness before, we talk about what’s brand.
When the sixteenth part political report of national economy people’s livelihood, （source: http://www.southcn.com/news/china/important/200211120723.htm）the first posed “brand”, be agitated, because in our ongoing practice of liberate thought using innovative action to establish a preliminary brand awareness. Can see many enterprises and urban construction, does not have the brand awareness, if not also to bring awareness to the division is famous awareness.

No wonder Ogilvy & Mather Global CEO Shelly Lazarus said that the Lenovo is famous brand is not brand name.
(source: http://www.techweb.com.cn/people/2005-02-06/1936.html)

Can you say what is Lenovo; another example most cities are greening and beautification, clean up, highlighted the “Old Four Modernizations” of the project, plus the promotion of the image, this will be brand building? Operation of modern city, as Wang Zhigang said “new Four Modernizations”: the cultural, planning, planning and detailed is the brand-building and urban management practices.
So what is brand? Explain brands before must be in the notes to the meaning of the concept, because there isn’t a uniform consensus, I chose several more representative reference:

1: The > Marketing associations believe that the concept of brand as a market, is intended to identify means of a vendor or a group of goods or services names, terminology, symbols, symbol or design, or their combination, and intended to distinguish one or a group of vendors and their competitors.
(Source: http://www.shougang.com.cn/shougangdaily/4263/2005-07-04_8302. html)

2: Brand founder — advertising master David Aogewei said: brand is a complex symbol, which is brand identity, name, packaging, price, history, reputation, advertising methods invisible combined. Brand but also because of its consumer users impression, and have defined they own experience.

3:   Sovereign of modern sales management — Philip Milton stresses: brand is a name, term, marking, symbols or designs, or a combination of them, the purpose of which is to identify a particular person or a particular group sales of the product or service vendors, and the competitor with the distinction between goods and services.

4:   Brand competitiveness founder — convinced Li Giangdou convinced: brand are products’ the inherent quality and external features of the integrated reflected. Through its marketing and advertising in the eyes of the consumer market and create products with the image of the character.

5:    “enterprise management dictionary,” explained: brand is a name or symbol used to identify the seller of their products or services, and differences with your competitors.

Many definitions of the concept of brand, however, the brand essence is a concept, it is an effective competitive tool and the product of the market economy, its appearance with interests have relation, the interests of the middle, is the bridge between business and consumers, represent a certain material and spiritual interests. Some people think that brand is very noble, very trendy, but don’t knows brand personality and content all are endowed people. The purpose is to promote sales, value-added is brands a higher level with the best interests of the selling points, If BMW, the material benefits to consumers is “driving pleasure”, the psychological or spiritual value to the consumer is successful and flaunt.

Return discourse brand awareness,“ the British “Financial Times” has published a signed article said, “Chinese brand awareness is very strong. “This is a very good product, but in the article referred to a British company in China’s successful experience, the company’s statement, made me for our” very strong “and” brand awareness “it is optimistic: a considerable primary products, as long as emphasizing quality, and improve product packaging, leading to slight local brand in China, there is great market.” （source:http://www.zghiso.com/zghnews1.asp?id=548）

“slight lead” the term used very delicate. As I understand it: China’s lack of international competitiveness of local brands, foreign brands as “slight” edge in point, we are not people opponent; Chinese people “very strong” and “brand awareness” seems to be foreign goods brand, rather than its own brand. （source: ibid）

Before that, we Chinese people have their own company’s brand awareness on domestic consumers build a “one brand mentioned surveys”, the results confirmed my feeling. The so-called “one brand mentioned rate,” that is, in a certain number of unsafe consumer groups, when referring to certain products, consumers first think of a brand with the total number of unsafe ratios. Accordingly understandable given the specific brand products, the degree of representation of the industry. And consumer products to specific brands and distribution of the first reference to the rate of concentrated form, often to reflect this situation and specific product brand competition field growth conditions. Analysis of the domestic brands and international brands in the current test performance shows that domestic brands apart from the local community in a few areas (such as milk, beer), the performance of the more prominent (and their influence concentrated in particular regions, not a national brand strengths), other areas are almost all foreign brands to the world. For example, in beverages, communications product areas, domestic brands and foreign brands Coca-Cola representative, Pepsi and Motorola, Nokia gap is particularly evident. （source: ibid）

At the same time the rate of one brand to our presentation to the two closely related issues : First, the overall competitiveness of domestic brands is far inferior foreign brands, and domestic enterprises must be further enhanced brand awareness; Second, the excessive consumer of foreign brands favored Although generally reflects their sense of high quality, which is a good thing on its own. But this sense of brand associations with some non-rational element, or quality of the foreign brands that bias, or the low quality of local brands stereotypes, and even the growth of local enterprises the development of the national economy will have a negative impact. （source: ibid）

Take a road brand, their own efforts alone is far from enough, the vast number of consumers to the national economic development assistance from the position in their own brand awareness, more autonomy or more brands account. People should know that the consumer is a rational consumer choice, and choice of local brands, in a sense, can embody national rational. （source: ibid）

Of course, we advocate a consumer-brand awareness does not mean that consumers boycott foreign goods, or to harm the interests of consumers with the local community to support vulnerable or low cost brands. In this regard, we wish to learn about the Korean brand awareness. To the government of this country, under ordinary consumers have strong brand awareness of autonomy. In the street, rarely seen foreign brand cars, particularly see Japanese cars; Electrical shops, the shelves are mostly covering their own products. Korean students have a street in Beijing, it is difficult to see the traffic flow of vehicles in China’s brand puzzled, he said, this is inconceivable in Korea.”（source: ibid）

EXAMPLES OF ESTABLISHED BRANDS
An enterprise create brand, not just rely on advertising to build a strong name, but should reflect the brand values for products, embody enterprises themselves elements of strength factors and management elements. And, as a new brand must draw other brands’ experiences and lessons in operation. Because excessive focus on the concept of enterprise, the brand concept will be too vague and general, brand expected value cannot embody in the consumption process.
Errors of Qin Chi and Giant Groups’ brain gold:
Qin Chi group as a county enterprises to create advertising used 3.19999999 billion price, became a hot market economy, that year, it create a good economic returns too. But soon, as a hot image, Qin Chi declined, and the incredible speed.
Similarly, the Giant Groups’ brain gold is scenery in that time too, but it is declined too, because chaotic management and decision-making errors ultimately face closure situation.
Qin Chi and Giant Groups is a good lesson of brand operate undoubtedly, Their brand key element analyze is the main factor in the errors, to such an extent as to excessive focus on the elements’ the nurturing of brand CI, Rely on a strong advertising campaign to build name, as a communication products with consumer unable to embody the value of brands, but there is a huge contrast and brand impact, the brand has become an empty brand.
We can see errors of Qin Chi and Giant Groups is that they did not fail to create a value content; such as Qin Chi input-advertising costs of 3.19999999 billion became a cost. Which customers are willing to when buy your products buy your advertising that tens Yuan. So the failure of Qin Chi was inevitable. Then, Giant Groups is the same.

Lenovo and 999 successful

Lenovo as a brand, it is success undoubtedly. Because when people select and use lenovo, more choose its technology, quality and service, but also to choose Chinese famous brand concepts.
999 group is the case, the image and success of enterprise-specific advertising feature allowing for a unique product concept and rapid occupation of the market as a model of successful brand operation.
Director, Lenovo as a high-tech enterprise, which is still ongoing integration of the operation, it is a business enterprise, also a science enterprises, but also on a certain extent is a concept enterprises. Therefore it is unified on concept of enterprise product concepts and harmony unity.
So, as a new initiate brand, must draw other brands’ experiences and lessons in operation to brand in operation on the above experiences and lessons learned.
In fact, a strong product does not necessarily belong to a strong brand.

RESULT & DISCUSSIONS

Chinese people often complain fight to excel that the national brands, but why nobody think their cause that why is this. And how many people do what for this “disappointing brands”? Merely satire and criticism blindly, They will refer you to look at the Pizza Hut’s door front of a long row or the tale and laugh in Starbucks, but please do not forget those equally long row held the newspaper crowd waiting for called “Chinese style Pisa” Tu Jia sesame seed cakes of that fact.

And the Chinese brand awareness is weak, and very few people consistently maintain permanent loyalty to a commodity. For example, Microsoft, according to U.S. government estimates, about 90% of the software is pirated in China. As one of China’s most visibility of the brand is through piracy with the Chinese people each.

Establish a real brand do not only need someone to create it, also needs the support of national, because along with China’s economic globalization and the strengthening of foreign trade, the brand awareness is undoubtedly important，whoever occupies the market opportunities, He will possess international competitiveness on a long-term. If we do not support own brand, then who will be support it?
At the same time, when an enterprise set up a national brand, it also needs fight to excel for fellow countrymen, and create a real brand. The first brands need have a culture, such as how to eat diet, how to drink wine, services have or haven’t mental feelings; fixed position need accuracy, your serve for who, and then is strategy of brand.
Brands need culture, need get into the people’s spiritual territory, is used to guide the consumer desire of buy. This is the creation and development of brand culture.
Like McDonald’s, which is a brand of “aggression”, it also is brand cultural infiltration, this kind shape of fast-food suit attractive of children and young people. This is the embodiment of brand culture, and change people’s spending habits
Set up brand needs innovation, and the innovation is surprising, have its own content, now when some enterprises fond creation their own brand, Will be taken and have some similar brand name or trademark, the wish to establish their own brand above that will be around but for consumers of their produce adverse psychological, and that it is not a good product, but with goods defective. Does not have its own unique things followers, is not in fact follow the trend of brand innovation, business ideas out. The need to nurture a brand 10 years, 20 years or even generations, like Quanjude, Tongrentang raw from the Qing Dynasty to the store is now on a reputation, on their own real technology, the real core competitiveness to build a brand.
If a company even establish its own brand all do not have confidence, please do not waste resources and feelings for the Chinese nationals to lose confidence in the brand.

In that way how implement brand management strategy? From two aspects go to do, one is that many brand strategy; the other aspect is the single brand tactics. For example: Haier put into effect the single brand strategy is implemented, Haier computers, Haier refrigerators, Haier washing machines are used in the same brand. Single brand is enterprise’s designation and brand name is the same, which will help the enterprises to improve visibility. Can implement multi-brand strategy too, P&G company has many branches brand, such as Panting, Piaorou, getting saturate, it is a multi-brand operation. Single brand has benefit of single brand, many brand has benefits of many brand, as long as positioning accuracy, targeting different customers, develop different brands and different price and different products function.
set up genuine brand internationalization? Because of the many brands in the Chinese do not have a high international profile, how internationalization also from the brand quality, brand positioning and brand innovation must be increased. Like Haier brand has become world-renowned. Originate world-renowned brands in the commodity name, bilingual; Furthermore, the positioning of a commodity name from the concept of internationalization, which is easier to enter the international market.

CONCLUSION

Somebody says Chinese people don’t lack the consciousness of brand, only lack of independent brands, I believe that when our own brands seek the breakthrough, the citizens of our country did not have much concern them.

Encourage independent brands; brand is not just concerned about their academics matter, the significance lies in the building of more Chinese consumers for their own brand of support. When foreign brands were on here when the Chinese brands abroad is cherished more disappointment for the Chinese consumer, the consumer mentality injury necessarily putting China on brand development and brand achieve autonomy technology, such as upgrading the quality of the greatest obstacles to a virtuous circle.

China too lacks their own brand, brand China is thing of every Chinese people, and Chinese brand has been seriously at this time.

June 11, 2006, “brand known” has officially launched in Zhong Hua Shi Ji Tan of Beijing. Scene of activity ceremony in using the “Great Wall” as the background

Soon ago, President Hu also called for “we need form batch have independent intellectual property rights to develop a number of well-known brands, strong competitive industries international competitiveness”.

Brands represent national image, reflects economic strength; Brand is the result of scientific development too, it is the solemn promise to consumers. As for the Chinese nation, brands, innovation and independent intellectual property rights will be a new Long March.

The “brand known” Brand consciousness will spread throughout the country, encouraging innovation, embodied in the ideal of new era, and pursuing the struggle of China’s enterprises. Hop the Chinese people rapid strengthening brand awareness, vigorous sustain and establish our own brand, and also hope that some Chinese enterprises strive to let own products create to the world famous, such as “Hailer” appliances and “Lenovo” computer.

Hope “Made in China” as “Made in Germany” as loud in the future.
“Made in China” have the day of enjoy fame definitely in the world.
Bibliography
Kevin Lane Kellet (2005). Brand management strategy. Chinese People’s University Publisher
Zhang (2006).Chinese leadership brands Series. Guangming Daily Publisher
Manufacturing End Inventory 2006 Bai Du website
Available from: http://tech.qq.com/a/20060320/000262.htm
[Accessed:13^th July,2006]

16th Party Congress report 2002. Bai Du website
Available from: http://www.southcn.com/news/china/important/200211120723.htm
[Accessed:18^th July,2006]

Shelly Lazarus speak Lenovo 2002 Techweb website
Available from: http://www.techweb.com.cn/people/2005-02-06/1936.html
[Accessed: 25^th July,2006]
Brand awareness of not optimistic 2005
Available from: http://www.zghiso.com/zghnews1.asp?id=548
[Accessed:25^th July,2006]

August 29, 2006. Category: Uncategorized. 1 Comment.

Human Resource Management of Foreign Companies in China by Jerry Liu

INTRODUCTION
When a foreign enterprise enters China after three years, localization will be an important transformation and opportunity.

Now, this prediction has been confirmed by Coca-Cola, HP, and many multinational corporations，Chinese workers have been replaced many positions up to the Chinese district CEO and down to managers. (10 years ago at Walmart, Inc. (China) Delimit was just accounting, and now she is the Director of three Sam Member shops and manages 1500 employees.)

Promotion experiences such as Delimit were very common in China, because many multinational corporations began to search for local talents to fill company positions. (Argentina “National Post” reported on February 28)For example, Nokia in China have nearly 4,000 employees, of whom more than 90% of local staff; Unilever had Chinese district has been working to reduce the number of expatriate staff by 80%, currently 90% of senior management positions have been taken place by Chinese people.

More than 10 years ago, the senior management in foreign invested enterprises in China was almost foreigners. But now, the local staff is entering senior foreign invested enterprises. Chinese employees have become increasingly influential.

With the expansion of foreign companies in China, the cost of foreign competent is also increasing .There was not only travel expenses, but also inefficient work leaded by cultural and linguistic differences .Meanwhile, the Chinese labor market changes – for instance, the reform of state-owned enterprises and restructuring government departments – some local managers had be released, and many of them enter foreign companies. (Argentina National journal 2006/02/28)
These trends contribute to the structural changes of TNC staff. (In Siemens China branch seven in nine regional executives are Chinese, and in Motorola Chinese companies 3/4 area manager is Chinese. In China, the largest retailer Walmart has basically achieved localization staff .99% of its more than 16,000 Chinese companies staff come from the local, and all shops are directly responsible for the management of Chinese workers.)
USA-China Business and Trade Development Committee issued a “foreign invested enterprises in China human resources analysis” survey shows that the localization of foreign-funded multinational corporations in China exceeded 90% of the average degree. Foreign enterprise managers interviewed have achieved more than 95% of the basic localization .In the Development Center of those TNC, researches and develops the personnel from China has equally already accounted for 95%.

But there are also many crises hidden in.
According to Hewitt survey, the switch ratio of executive level competent in China Shenzhen companies was 10%, while 8% in Beijing. This rate in the scope of the entire Chinese has raised from 8.3% in 2001 to 11% in 2004.In some small company the employee turnover rate was as high as 30%.(For example, French cosmetics company L’Oréal owned staff of 3000, while the turnover rate was as high as 15% of employees .The company’s human resources director Daisy Dai said: Many university graduates job-hopping soon after entering the company. The staff recruited in the first three years of China’s opening now almost all roads). (source: http://www.zl8.com.cn/zl/A/A041/20214.html)

Spanish electricity company F&G switching heads Vie then President had deep feelings: As a business manager, I should be most of the time spent on marketing, but now spent on human resources issues.”

Many young Chinese managers think: “If I want training, I will work to transnational corporations, after three years job-hoping”.

Now more and more Chinese people renounce their good work in foreign invested enterprises, and return to Chinese company. The manager return to China not just feel “indifferent” and “helpless” in the West enterprises, also for these yearn to new industry communications and Internet. China is now more than ever a good opportunity.
Through these we know, Staff localization has brought great benefits to foreign invested enterprises, we also need recognition latent conjuncture. How to manage Chinese staffs in the company. (According to survey, from other companies search experienced staff can save a lot of cost. Many Chinese employees think their working hours are too long , salaries lower, and so on some issues) How we should deal these issues, I will analysis from various angles in the earth excavated, find appropriate management methods.

The main objective of the paper is find out the problem with foreign enterprises manage Chinese staff. How does European, American, Japanese, Korean Enterprise manage their Chinese employees? Advantage and disadvantage of their manage means. The better manage ways as I think

REVIEW OF LITERATURE

2004 – 2005 year foreign enterprise’s average staff loss 16.7% in China, surpasses leader’s accept. (Source: www.xinhua.org)
Dr. Mao Bo Li in China and Europe International commerce college think, foreign enterprises staff too fast, first is Chinese economy development so fast along with the high quality professional’s large numbers of demands. Look over the staff loss rate highest professions, recent years all grows quickly, expands most of industry. (Source: ibid)
Swami analyzes and pointed out, the enterprise number unceasingly increases company scale expansion fast, at the same time professional provide lack, and bring on the enterprise hunt up professional from other company. This is why the foreign enterprises staffs job-shopping’s reason. (Source: ibid)
Compared with the past, between foreign enterprise and Chinese State-owned Enterprise, private enterprise’s salary disparity monished, manages system’s merit also rapidly study by Chinese Enterprise, attraction to Chinese high-level professionals and manager reduced. Now a lot of foreign enterprise’s manager return to Chinese Private enterprise. (Source: ibid)
Shanghai agency association’s chairman Guiding analysis and think that, “Appropriate staff fluxion can make a enterprise have energy, but rate too high can influence a enterprise’s develop. Today how to control staff’s loss is an important problem.” (Source: ibid)
In this article introduced the problem about professional loss in foreign enterprises, and detail introduced the external reason. Author thought the mine reason about foreign enterprise’s professional loss is need greater than demand, Chinese State-owned Enterprise and private enterprise’s development.

Professional loss is a big problem for a enterprise. If cannot solve well will, it will affect enterprise’s development. A lot of foreign enterprises spend training fee greater than other fee. I think if the foreign enterprises want to detain Chinese staff they must give prominence to their feature. Fairer treatment for Chinese staff (A lot of foreign enterprises foreign staff’s salary more than Chinese staff’s.).
Foreign enterprise’s talented person strategy:
First part: l) localization 2). Trains 3) High treatments
Second part: l) Talented person’s originates: From snatch to training by themselves 2) Promote: Asks from outside to in to rise 3) Retain: From old hand to youngling 4) Manages: From work to family 5) choosing person for a job’s ideas: From ability to moral behavior
Third part: 1) Scientific and systemic training: development employee’s ability. 2) Design the duty: exert employee’s ability. 3) Build corporate culture: guarantee devotion of the human resource has a high produce. 4) Design salary and welfare system: motivate employees. 5) Establishment fair and reasonable management system: Stir up the employee to pursue in the future. 6) Strict, science investigate to promote talented person’s availably. (Source: Peng )
This article mainly introduced foreign enterprises’ talented person strategy, we can see, the foreign enterprises’ talented person strategy is more systematic, more scientific, compares with domestic enterprise have advantage. I think in foreign enterprises the problem not appears in theirs talented person strategy, main problem in the management.
Many foreign enterprises staffs, when develops in a stage, all has “the ceiling” complain. In fact, this concerns foreign enterprises choosing person’s strategy.
However, many foreign enterprises have already made the localization talented person is an important part, as long as you have ability, Chinese native’s “the first hand over the chair” is you. (Source: Li )
Now all foreign enterprises think the localization is very important, but only a few foreign enterprises allow Chinese staffs enter to management level. Many Chinese staffs cannot obtain promote in foreign enterprises, so lots of them abandon high salary choose left. I believed, if the foreign enterprises want to do the localization, should absorb Chinese staffs enter to management level. A good idea is the Chinese and foreign staff coexists.
The wisdom human resources salary recently issued “In 2005 Shanghai Area foreign enterprise salary investigation report” disclosure, in Shanghai foreign enterprise top level’s salary is highest than the lowest level 13.86 times , excess Europe and America, Japan，China’s Hong Kong and Taiwan area. (source:http://www.jobcn.com/）
Huge wages disparity influence subordinate staff’s work enthusiasm. Although Chinese labor force supply exceeds demand. But, the situation which supply exceeds demand along with the development will change. If the superintendent for a long time just responsible for higher authority, to subordinate disregards, it will have serious influence.
Recently KFC’s laborer’s dispute have bad influence in the society. Not only in the society has bad view to KFC. In future it will have more labor problem.
Although the foreign enterprises can guarantee a high salary, but foreign enterprises look like one huge machine, each person, just “the screw bolt” in this machine. It is have clear position, the boundary is clear, which can do, which can’t do, all has the clear request. For some person may be feel timid and hesitant. (Source: Yulei)
The foreign enterprises look like a system, each person has own position in this system, each person needs to do the matter was this system has governed arranges. Human’s freedom and innovation independency are strangled in this system. You will complete duty, even is not by the person who is familiar Chinese market formulates, it is comes from European or American Headquarters, comes from a crowd sit all day in the office and carries on each kind of forecast, the analysis, the budget strategic plan personnel. Possibly they do not understand the Chinese market. So looked like that, flees foreign enterprises not to lose is one good means.

RECOMMENDATIONS
I thought current the most serious problem of foreign enterprise’s management is staff’s lacking and outflow.
Its basic reason I through internal and external analysis.
The external factor is:
l        Chinese State-owned enterprise and private enterprise’s development, the domestic enterprise provides wages treatment rise; (a lot of Chinese enterprises’ already grew into multinational corporation, for example: Haire, management level and wages emulates to foreign enterprises, even was not lower than foreign enterprises)
l        Chinese enterprise studied to foreign enterprises advanced managerial experience; (Chinese Enterprise studied advanced managerial experience to manage company from foreign country, caused the management more reasonable and science, competitive power also change stronger)
l        Specialist ‘s lacking, created the demand is bigger than the supply; (Actually specialist’s supply has not followed Specialist’s need when the enterprise grows number and scale in China.)
l        Many Chinese staffs enter the foreign enterprises want to self-training, obtains the exercise after they would leave the foreign enterprises; (Chinese staff’s universal think for foreign enterprises, promotes themselves using foreign enterprises high quality training, then changes job or develops themselves.)
l        Chinese culture influence them; (Mostly Chinese people hoped has a stable work, stable income, for the salary request instead is smaller then the stable need, foreign enterprise’s keen competition cannot attract them)
l        In China’s competition pressures fill-out. (Chinese Enterprise’s development the disparity with foreign enterprises change small, competed intensely in the Chinese market)
The internal factor is:
l      Foreign enterprise’s welfare and treatment problem; (In the recent years foreign enterprises staff’s welfare and treatment growth was slow, although foundation wages was high, but if calculated together with bonus, Many China enterprises already were not lower than foreign enterprises)
l      The Chinese staffs can not enter in to the higher management level in majority foreign enterprises; (Majority Chinese can not to sit the top digit in foreign enterprises, also is ceiling phenomenon which industry people said) this kind of unfair treatment, influence China staff’s enthusiasm very much.
l      The national plot, if Chinese company have the similar with foreign enterprise most Chinese people would choose the Chinese enterprise; (Chinese’s national plot, hoped unfolds fist foot greatly in state-owned enterprise, offer up them for motherland development)
l      In the near future the European and American market was downturn, some multinational corporations a mass of reduce the staff trimmer, these headquarters were unable arranged staff, because the Chinese market was good, its has possibility arrange to Chinese Corporation; (The Chinese staffs see own position by other people substitution, Very difficult to achieve in psychological balance)
Foreign enterprise management advantage and disadvantage.

The foreign enterprises manage advantage:
l        The science, system training, by this guaranteed staff’s ability obtains the high development. （the foreign enterprise’s Manages is more reasonable than the Chinese Enterprise’s management, for example: staff’s inspection, training, to work assignment and so on)
l        l         Designs the post carefully, enable staff’s ability to obtain the high display. （For assignment staff foreign enterprises have more experiences, enables display staff higher ability）
l        l Enhancement enterprise culture construction, fundamentally guaranteed the human resources investment has high delivers(Foreign enterprises take enterprise culture construction, all well-known foreign enterprises all have own enterprise culture, GE’s success enterprise culture is a reason)
l        l         Careful design salary and welfare system; (In foreign enterprises salary and work performance are direct contacts, only then works staff who displays only then to be possible to obtain a higher wages, any has not been possible to be opportunistic)
l        l         The fair and reasonable control system, will motivation the staff in the future. Fair competition environment, reasonable incentive system may stimulate staff’s power, enhances staff’s working efficiency)
l        l         Strict and scientifically inspects promotes the talented person effectively. The foreign enterprises look like a precise machine. The staff is likely same on the screw bolt, the workers can choose fitting on this machine, and trash fitting can get rid)

The foreign enterprises manage disadvantage:
l        l         The working pressure is bigger than Chinese enterprise; (The general Chinese staffs like with ease, comfortable working conditions, they rather do relaxed work to take low wages, and do not willing to take high wages in foreign enterprises)
l        l         The company does not gives Chinese staff power to make the decision ; (Some foreign enterprise, specially some Japanese and South Korea’s enterprise, their high-level leaders are all hold the post by their country staffs, Chinese staffs cannot obtain put them in a very important position these enterprises entrust with heavy responsibility)
l        l         The Chinese and foreign staff’s treatment is unfair; (In foreign enterprises, in same social stratum, is doing same work, but Chinese staff’s wages and foreign staff has very big difference, even is latter several time of differences)l         Between staff’s competition too is intense, company indignant anxious;
l        Between staff’s competition is intense, in company indignant anxious。（(In foreign enterprises have not genuine friend, just have competition relations, the Chinese staffs feels lonely in foreign enterprises)
l        l         Some foreign enterprises’ bureaucrat attitude is serious. (Some foreign enterprises’ bureaucrat attitude even also must be more serious than Chinese country time, the Chinese staffs work diligently in foreign enterprises, but cannot obtain fair treatment, even also can put on small shoes, many staffs are because helpless only then leaves foreign enterprises, bureaucrat attitude caused staff to lose confidence to foreign enterprises, same bureaucrat attitude they rather chose state-owned enterprise)

CONCLUSION
I thought the foreign enterprises in China’s problem are not because of his management, compares the foreign enterprises with the state-owned enterprise the management is doubt advanced than Chinese company. I thought the foreign enterprises problem is main in its management manner, with to talented person’s application in. For example, in some foreign enterprises the bureaucrat attitude even also must be more serious than the state-owned enterprise, some working have low ability but can flatter leader instead situated in the top digit.

Along with the Chinese Enterprise’s development, foreign enterprises’ competitive advantage could pursue gradually evenly. Foreign enterprises’ competition will pressure gradually increase in the future. Therefore if foreign enterprises want to continue in China must transform.
Must enlarge the localization dynamics, leader can accept the Chinese staff in top digit. foreign enterprises if continues likely the present, specially some Japan and Korea enterprise, the localization degree low further will enlarge the operation cost, will reduce the market reflection speed.

The foreign enterprises should further display its superiority, like outstanding management, science, system training, and high wages. I believe along with the Chinese economy development, China will be able to have more and more talented people to be possible to adapt foreign enterprises’ demand. Talented person’s fault will be able to obtain the very good atonement. Then is not merely challenges regarding the foreign enterprises, also is one kind of opportunity. I think Foreign enterprises must defend its superiority, reform management problem, can grasp the opportunity in China.

The foreign enterprises should give up own superiority feeling, gets off the high horse in the steadfast participation competition. The enhancement localization strategy, displays Chinese staff’s superiority diligently, makes use of favorable conditions and avoids unfavorable conditions, reduces the multinational corporation to implement the talented person localization strategy as far as possible to enterprise’s negative influence

BIBLIOGRAPHY

1）Book.
Yu Lei, A.D.(2006) Got away foreign enterprises, Economy Manage publishing
Lu Qilin A.D.(2006)Chinese management 89 factors ,Mechanical engineering publishing
Gu Gu A.D.(2006)Chinese business way ,Modern China publishing
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A.D.(2006),Argentina “National Post” reported, Foreign enterprises engage a lot of Chinese staff.

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August 29, 2006. Category: Uncategorized. 1 Comment.

Logo and Branding by Grace Huang Cheng Cheng

INTRODUCTION

The logo in affects in the essential factor to the enterprise to be most important. If the trademark names well, thus may stimulate consumer’s sense organ to make the impression, produces associates and touches, trademark itself is one briefest, the most direct advertisement language. Logo is most direct, the most effective information dissemination tool. Now the world already entered a cultural sensitive time.

The enterprise culture regarding the intense market share contention, no longer is an illusory thing, but is a sharp incomparable weapon. But LOGO took one kind of create enterprise image, the enhancement enterprise vivid influence, the improvement business management effective tool, emerges after the Second World War in the West, through several dozens years operation, by the proof was already one kind of function formidable enterprise propellant.

The logo may the perspective leave an enterprise directly the enterprise culture. It can be said that, does not have the cultural enterprise, is a vulgar enterprise, A vulgar enterprise, is unable to be established oneself in society’s image, Does not have the image enterprise, then is doomed to have to be defeated in the market.

It is the enterprise manages the strength the symbol, the enterprise attracts repeat customer ” through trademark this intangible asset “, then seizes the market; The consumer passes “recognizes the sign shopping” the reduced shopping cost, simultaneously also obtains psychological demand satisfying from the name brand; The entire society because of had the trademark this prestige external performance, but can develop in the good order.

When we love to talk about to the Coca-Cola success, when we believe in firmly to the Panasonic electric appliance prestige, we all should not forget, these success enterprise was precisely manages in the CI design process the enterprise culture and the enterprise the successful union the model.

The main objective of paper is the symbol is the enterprise cohesive force core, is in the commercial war stands erect not the actually commander’s flag. We through to aspect and so on enterprise’s market, idea, culture conformity, the plan design most suit the enterprise or the brand visual image. Thought the multitudinous people are same, nobody can remember ordinary face. The enterprise needs to think not ordinary, first must create the extraordinary individuality characteristic. How but does the personalization display? First most important creates the enterprise unique marking, demonstrates the enterprise the individuality and unique, thus may cause the outside to make the deep impression to the enterprise.

REVIEW OF LITERATURE

The logo is the commodity economy development product, in accelerate merchandise is produced, exchanged and so on, it bring into play the important society. The users, the logo superintendent as well as the angle of commodity looked that:

The commodity originates indication function. The logo essence, the most basic function is to distinguish the same commodity or the service. The logo is distinguishes the commodity or the service, it’s the simplest and the most effective method, therefore, some people always say “the logo is likely the commodity face”. Have the logo, can distinguish the same production with the different origin, and is helpful for in the maintenance and legitimate rights. In a country, several dozens even several hundred enterprise productions and the management the same commodity situation is occur frequently, meanwhile has the overseas input similar commodity. In this case, distinguishes with the first-rate commodity production operator, its important symbol is the logo.

The logo use may distinguish the different commodity or the service is most important, the essential function and the origin, guides the consumer to recognize the sign shopping or to expend. In modern society, hundreds and thousands of identical commodity manufacturer, everywhere has identical performance service, which commodity does the consumer choose or the service? The logo may help the consumer to achieve goal of the recognition. Because the trademark is the commodity or service “face”, is representing the producer or operator’s prestige, therefore, the trademark can play guides the consumer to obtain satisfaction commodity or the service role.

Supervise Function of Commodity Quality.

Logo is not the commodity quality symbol, but the trademark prestige is decided actually by the commodity quality. The commodity quality is better, the trademark prestige is higher, and the commodity quality is the brand loyalty soul. Had the trademark, may promote the producer to be fastidious the brand loyalty, and improves the commodity quality.

An enterprise in order to enable own product to expand the sale, has certain competitive power, must improve the commodity quality diligently inevitably, maintains the logo in the customer heart prestige. At the same time, Country Department responsible for the work also may through the trademark management, carry on the commendation to the high quality name brand commodity, carries on the surveillance to the inferior commodity to investigate.

Our country “Trademark law” 7th stipulated explicitly that,” The trademark commuter must be responsible for its use trademark commodity quality. All levels of industry and commerce administration department must through the trademark management, the surveillance commodity quality, stop to deceive the consumer the behavior. Not only “in this sense, the trademark is the commodity or grade of service ” barometer “, is trademark all person’s economic interest manifesting, moreover also is the industry and commerce administration department supervises the commodity or grade of service ” display “, is advantageous in maintains consumer’s benefit.

The commodity or the service quality is the brand loyalty foundation. While guides the consumer to recognize which the sign expends, also urges on, promotes the producer or the operator for defends own brand loyalty to try hard improves the quality which the product or serves.

The registered trademark with the commodity or the service which assigns is mutually for the function, the brand loyalty may reflect the quality, and the quality stable may enhance the brand loyalty. The consumer passes through repeatedly expends some brand for a long time the commodity or the service, in its mind may have one kind of expense trust. If does not have the trademark, consumer when expense has no plan, once even is cheated there is no place to be possible to look up. But has used the registered trademark commodity or the service, then increased the customer to cancel the Expenses goal security sense, even if its expense received the harm, also might look up the source very quickly, proposed the claim, retrieved a loss.

Although the trademark is not the commodity or the grade of service symbol, but it may cause the consumer through to the identical trademark commodity or the service expense practice attracts the consumer to continue to recognize the sign to expend. Therefore, the registered trademark played the guarantee quality to be stable to a certain extent, the promotion quality enhanced role.

The commodity selects and purchases instruction function. Had the logo, can help to recognize the sign to purchase merchandise, to maintain consumer’s benefit. The consumer selects and purchases the commodity, regardless of is comes to see a famous person with admiration, uses the custom, or is to some kind of commodity new attempt, first saw is the trademark symbol. The commodity embellishes using the trademark attracts the customer, the guidance and the stimulation expense.

Brand Value

The trademark is one effective advertisements propaganda method. But many name brand commodities are known very well through the advertisements propaganda for the consumer. The consumer uses has the logo commodity, if they to the commodity quality, the price, the durable degree and so on have had the good impression, can promote diligently this impression to other consumers, thus causes operator’s product or the service sink deep into the hearts of the people.

In this process, the logo played the silent salesman’s role, simultaneously has also displayed its advertisements propaganda function. Compared with the advertisement, the trademark has the efficiency, the flexibility and the universality. The consumer when selects and purchases the commodity, many remember the logo depends on the logo recognition commodity quality the fit and unfit quality, namely so-called recognizes the sign to purchase merchandise, and this is the trademark advertisement function.

Be Sensitive to Market Changes

The people often said that, the “logo is the commercial war sharp weapon, is develops the market cutting edge”. A national or the local economical development condition may sneak a peek at a spot through the registered logo quantity and famous logo quantity. Because the trademark is representing the prestige and the quality, the prestige and the quality relate the market share; but the market competitive power is bigger, its economic efficiency is higher. Therefore said, the trademark is the commercial war sharp weapon. One kind of commodity must open the sale, knew for the general consumers, besides guarantee quality reliability, but also must carry on the advertisements propaganda through trademark this focal point, stimulates consumer’s purchase desire, causes the consumer by the quickest way understanding commodity. Says from this angle, the logo also is a cutting edge that develops the market.

The logo is the invisible property, is the prestige carrier. Take the reliable product quality as the foundation, can cause its trademark reputation to broadcast far, revalues unceasingly, and causes the enterprise the economic efficiency to be more and better. Even its habitat administrative regionalization name does not know for the people, but its trademark name then the people knew very well widely. In this sense, the registered trademark is a priceless treasure, is the invisible wealth.

CASE STUDY EXAMPLE

In case-study is about a good logo can let the human enjoy says item, causes the consumer to have the intense purchase desire, brings the competitive advantage for the production or the sales enterprise. The opposite not ideal logo, can give the trademark owner to bring the commodity unsolvable pain, collapses completely in the intense market competition. Thus, understood correctly the trademark and the function, chooses the trademark reasonably, is the enterprise product competition strategy important constituent.

The logo symbol is enterprise’s daily management, the advertisements propaganda, the cultural reconstruction, the foreign exchange essential element, it along with enterprise’s growth, its value also unceasingly grows, once some people asserted: Even if “flare Coca-Cola all properties burn down, the Coca-Cola by reason of its logo, can get up”.

The Coca-Cola, In the advertisement, these two “C” looks like extremely artistically. Pemberton’s book keeper ranks richly. Can be widely known, its excellent place lay in both has manifested the product cultural value, also and conformed to the Chinese consumer to be fastidious the auspicious characteristic, easy to remember and read. The logo design also has the originality, the typeface writing white English logo arc bottle and the wave-shape streamer design and so on the fundamental element is clear with SiBinse font, is striking, the streamline shape Chinese typeface and English typeface and the logo overall style quite coordinate, also richer person or household who refuses to move and bargains for unreasonably high compensation when the land is requisitioned for a construction project effect. In addition in visual trademark appropriation red, has the intense Chinese native place culture characteristic as well as the modern breath, has portrayed a fill confidence positive upward enterprise image.

The symbol has joined the garnet arc line in the red background, increased the red depth and the person or household who refuses to move and bargains for unreasonably high compensation when the land is requisitioned for a construction project, and has produced the multi-dimensional perspective results. If its package bottling waist thin, about the big streamline form bottle body symbolized, the color also complements each other. Obviously, the Coca-Cola managed the idea and in the visual recognition system displayed “freshly, the vigor” the product culture value in its enterprise is precisely this trademark surmounts for a century in to experience in several generation of person’s long time, the people still did not feel actually was weary of the basic reason was at.

Has the long-term judgment enterprise, takes the logo design simultaneously to understand extremely the symbol the function, in the enterprise establishment initial period, the good logo design will without doubt be the important carrier which the intangible asset will accumulate in the future, if has not been able to reflect objectively the enterprise spirit, the industrial characteristic, the modeling science exquisite symbol, and so on the enterprises will develop, will be making the change adjustment, will create the nonessential waste and the loss to the enterprise.

“Enterprise’s sign like deposit bank account, when you use unceasingly the product accumulates its value, and then may enjoy the interest.” (Marlboro president Maxwell discussed name brand when high benefit)

Although accumulates these wealthy not to be able to leave the excellent product quality, but the determination business name, the trademark name, the trademark design and so on are very important, must convene many disciplines the professional studies together, or to the social public collection, determined according to qualification, cannot handle affairs carelessly.

The Coca-Cola (China) the drink company announced in February 18, 2003 to the outside that, the official replacement packing begins using new marking. This Hong Kong renowned advertisement designer Youjian Chen designs the brand-new streamline form Chinese typeface, has substituted for the Coca-Cola by 1979 Chinese typeface which always uses in the Chinese market. This change is the Coca Cola Company CI system in a Chinese market bold attempt. Also manifested in has faced when the market competition which development rapid society ﹑ the mobile life ideology and changed unceasingly the company strove for to change on own initiative wins the development the manner.

The logo is the enterprise distinguishes the system the most important characteristic. The Coca-Cola CI change also by no means distinguishes the system to the original enterprise the complete subversion, but is for causes the original image to follow the time step, the evolution -like adjustment which the maintenance brand vigor makes. In original CI recognition system several essential factors have been the Coca Cola Company for many years invest the large sum of money construction the precious wealth, already widely accepts for the market and the consumer. These core essential factors are:
1. Coca-Cola white English writing typeface
2. Coke brand name
3. Red standard color
4. Unique may Cola pose

In fact the Coca-Cola experiences in the whole world for several years to be able nearly every time and so on a series of CI recognition system content carries on the revision and the renewal to the trademark and the packing, adapts the time market taste which changes unceasingly. Not come singly but in pairs, Coca-Cola old match Pepsi Cola also is so. This kind of change is maintaining one kind of evolution criterion, namely the innovation at the same time careful retention formerly accumulated the brand property might, cause CI the evolution way to present the exquisite transition, and did not have the break and the caper.

CONCLUSION

The innumerable enterprise’s prosperity and decline practice explained that, the enterprise tends to be in an impregnable position in the market competition, have to make belongs to own logo.

The logo is the unique superiority which the enterprise develops unceasingly, this intangible asset is the benefit which brings to the enterprise is inestimable. The logo as the cornerstone and the power, make the enterprise develops, the logo took the intangible asset, while has the use value, has the inestimable prestige value. The logo achievement joins the consumer and enterprise’s link, not only may guide the consumer to choose the high quality product and the service, the prestige good logo may strengthen the enterprise in the market competitive power. Makes the advertisement by the logo, may cause the user and the customer deepening impression, has the favorable impression, sets up the good brand image. Under the product daily homogenization tendency, the enterprise only then depends on the name brand strategy, can enhance the commodity competitive power, and seizes the market.

Be seized of the logo to be possible to let the enterprise have a local market, this logo can let the enterprise obtain benefits on a generation of person body; hold the domestic famous logo to be possible to have Chinese’s market, this logo could let the enterprise obtain benefits on several generation of person bodies, hold the world famous logo, you can hold the world, this logo will let the enterprise have the future.

BIBLIOGRAPHY

by Xiaohua Chen
Shouzhi Wang
Renmin Yang / Wei Li Southwest normal university publishing house
Source: http://jpkc.cupl.edu.cn/jpkc/zhangchu/content/part04/neir041701_04.html
http://jpkc.cupl.edu.cn/jpkc/zhangchu/content/part04/neir041701_04.html
http://www.daima.com.cn/LW/117/daima14489/
Marlboro president Maxwell discussed name brand when high benefit

August 29, 2006. Category: Uncategorized. 1 Comment.

The Use of Dragon and Pheonix Patterns in China by Eunice Wang Yang

INTRODUCTION

Along with society of progress, mankind civilization of development, people’s idea consciousness with appreciate beauty interesting aspect also at continuous of develop variety, with it living various concomitant art form to also all beat mutually up the fresh and clear ages brand. The Chinese traditional good luck pattern is a form art, the same is also the reflection of mankind’s thinking and consciousness appearance, and having a process that occurrence develops by all means.

The source flows long Chinese traditional culture far, owning pattern of containing the good luck meaning, every time round year stanza or pleased celebrate of day, people all like to decorate own room and product with these good luck patterns, in token of to looking forward to of happiness life, celebrate to the beautiful day joyful festival, Among them with dragon and phoenix pattern most for have a representative All of these are at socialism market economy system under, people of independent consciousness, independent consciousness, competition consciousness and ego choice of the consciousness strengthens gradually.

Facing economic globalization, integral whole in the world turns wave tide, facing western current of thought to flow out go into with consciousness the appearance permeate, facing various impacts that accompany with western and industrial civilization progress’ bring, educating the thought consciousness, value, mode of thinking…etc. of object gradually diversified with complication, give contemporary thought the education put forward a new topic, also introspecting to provide a terrace to the traditional culture.

The traditional cultural pattern is placed in the contemporary business what position, does the value draw lessons from meaning where? Does the Chinese traditional culture have conduct and actions in the contemporary? BE all worthy of we introspect of problem

The purpose of this paper is to raise awareness of the use of the dragon and phoenix traditional pattern and modern is how of combine together of, and is how show a merchandise of cultural content and character, and body now the infinite business opportunities of merchandise. I am personal to think modern merchandise also not only limit at visual sense organs only, it is also a cultural of the representative, pattern and business principle want to combine, also become commercializing in the middle of 1 kind decorates skill in brief., Someone says the Chinese traditional culture is already “setting sun culture”, canning regard as is curio or cultural object but collect as treasure, for this kind of standpoint I have different viewpoint, for this, I will elaborate the close connection of some Chinese traditional dragon and phoenix pattern and modern business opportunities.

REVIEW OF LITERATURE

The cause of the dragon and phoenix good luck pattern

Figure 1
(source:http://culture.longhoo.net/vision/userobject1ai466179.html)
Chinese ancient have a lot of story about dragon and phoenix, among them with prehistoric story most for have legendary colors.
Long time ago, yellow river valley and summer race still have another group keep both, because monarch’s wife JianDi eat bird egg, so she pregnancy “Qie “, the Qie becomes the leader of company’s race afterwards, helping Yu to cure water, becoming Chinese cure water hero. So, the bird becomes the totem of company’s race. The bird is the phoenix that we say lintwhite now. takes remote antiquity summer clan and the company’s clansmen as ancestral of, so the totem of the dragon and phoenix worship, spreading to other brothers races from the ancient Han race then, becoming Chinese nation to symbolize. Please see Figure 1.
The dragon and phoenix pattern is liked by each race of China in the derivation for several thousand years, becoming the good luck pattern of the most full of and Chinese color.
The gradation of dragon and phoenix pattern and appraise
Chinese dragon is a biggest supernatural being of China, the ancients thinks it is the tallest good omen, having to the high and highest position, being called an of all kinds of animals.
Dragon, in China the traditional pattern line the kind, is a kind of history is long, the implied meaning is abstruse, the shape is also perfect to spread widely and be subjected to people’s fancy deeply of art image, be rated as the hat of Chinese traditional pattern. the dragon is a Chinese special art outcome, it is an our country labor people wise crystallize, is the body of wishes and ideal now, is the symbol of Chinese nation and marking. Now will carry on an evaluation to explain him to the each one not contemporaneous pattern with modern business a how one-step one step of combine together. Please see Figure 2.

Figure 2 : Dragon and phoenix precursor pattern of the Paleolithic period.
(Source: http://www.cntca.com/ctta/rsgs/1QIANYAN/PAGES/rsgs.htm)

Appraise: This is the dragon and phoenix the precursor of the pattern; they are used to the decorations of pottery. These explained original mankind already have some relate with of animal, is also people Be doing not understand what is under commercial circumstance, start an applied place most

Shang and Zhou period

Figure 3:龙凤人形冠玉器
(source: http://www.guoxue.com/art/yqjs/xsq/xsq017.htm”
Description: Height: 7cm, Breadth: 4cm, Color: Green yellow.
As seen from Figure 3, the body is flat even, face-to-face tiny drum; the back is tiny and caves. Person’s form, wear dragon bride’s headdress, the right side group leader descends song and face mutually and together, the left side phoenix song neck Look upwards the dragon body descends song and better arm to connect with each other.
The facial features is engraved by the line, thin neck, the body wears girdle to connect dress skirt, outside the feet, heel connect with each other, two long sleeves descend to hang, cuff of sleeve first volume. The both sides all engrave a line. The top of head drills a bore, in order to carry.
Appraise: arrived Company’s in Shang period, dragon and phoenix seems to be with the situation of cave had already become vogue.
People use these as decorations at this time, these also the privilege that can be a nobility and then can possess, although that is to be emerged with the form of merchandise not just, be used as a kind of decoration is used by people

Qin and Han period

Figure 4: West Han, Chu Kingdom dragon and phoenix pattern
(source: http://www.gg-art.com)
As seen from Figure 4: The both sides total sculp 20 dragons, 4 phoenixes and 2 monster face Even wearing periphery of fastening the bore an ectype circle as well.

Appraise: at this time The pattern has already had business development trend, engraving decoration of having the good luck on a great deal of merchandise drive nobility people use, become a kind of vogue, and can also buy to get in the jade article store, but the price is very expensive
Sui and Tang period

Figure 5: dragon and phoenix mirror
(source: http://info.china.alibaba.com/news/detail/v8-d5584604.html)

Appraise: The china of Tang Dynasty is a Chinese ancient times of thriving and period, at this time of people decorate home articles with a great deal of pattern, but, haven’t made progress toward the aspect of the business, just applied.

Ming periods

Figure 6: Red and green dragon and phoenix pattern cover bottle
(source: http://www.gg-art.com)
Description: High: 32cm, foot path: 15.8 cm
As seen from Figure 4:Keeping the , plentiful shoulder, stomach descends to accept, lie foot, machine body with red and green and colorful description, draw work fine, line decoration the work is whole, the knob form cover draws a chrysanthemum line, machine cover corpus line decoration is a sea water cloud dragon line. The bottle follows with gloriously flower cloud line make adornment, descending and phoenix to wear to tie up a chrysanthemum, belly corpus decoration with the sea water river’s tooth satisfied cloud dragon line,

Appraise: The porcelain and ceramics of Ming Dynasty’s canning say is to come to an a high peak, at this period, the pattern of good luck can see in the nobility and the destitute, all engraving dragon and phoenix pattern from valuable pottery to cheap house wares, can see a people have already made use of dragon and phoenix pattern to create a merchandise at this time. The value of the merchandise has already emerged little by little,

Qing periods

Figure 7: White jade good omen dragon and phoenix
(source: http://www.gg-art.com)

Appraise: Qing Dynasty, it may be said reach the peak. Experience for several thousand years, plus natural material, after the management for expecting, and because of politics of stability, economy of prosperity, make to decorate fine gaudiness, achieve extraordinary. Is also say, is a beginning from now, the dragon and phoenix pattern formally became one group.

People create some simple merchandise outward appearances with them. From now on, the traditional dragon and phoenix pattern started his business long journey!

Modern periods

Figure 8: White spirit packing

Appraise: People use traditional pattern to make modern merchandise, the merchandise not only including a great deal of cultural content i, also displaying different style.

The traditional pattern has already integrated the merchandise packing of the modern completely at this time .We everywhere it is thus clear that the good luck pattern of dragon and phoenix.

THE TRANSITION PROCESS
At the old age, people exist together with fierce animal, usually the passive thing eat up, so people pray with some signs peaceful, so some patterns of good lucks produced, this is a good luck pattern a dragon and phoenix most among them. People use the pattern of dragon and phoenix to express the good luck
The dragon and phoenix of this ages the pattern be engraved on the rock, people take rock to strike animal, and using to beg humbly peaceful Anne of succeeding. at that time This expects the animal pattern, human face fish pattern pottery craft to all take someone to respect celestial spirits, perso the meaning of the mentally dense.
This kind of totem culture, although can’t also the top of the real meaning is called people subjective can move the adornment good luck created pattern, objective ascend the development foundation that it establishes traditional good luck pattern, define its source address at the category of humanities art insideThis period, People can’t also contact pattern and business to together.
In Zhou periods the pattern slowly beginning, but at this time the pattern just can say that is a kind of sign, Can’t saying is what good luck of pattern, but become gradually in the Zhou Dynasty pattern, and spread in the folks, because of various porcelain and ceramics, the bronze vessels develops with various Chinas burn to make, arrive Ming and Qing periods a dragon and phoenix pattern come to a thriving period.
At this time the good luck pattern of real meaning can produce in the rank society. Because in the rank society, people’s consciousness appearance huge variety happened, accompanying with this craft level of advance by leaps and bounds, abundant of the thought contents can pass an objective form performance to come out. For example the, bird pattern, elephant pattern…. of the bronze vessels, let the person feel the in those days is cultured, mysterious ancient spirit content
\Till now, people of modern also have been using the meaning that the pattern of the ancients expresses good luck.

As early as Shang and Zhou period, the porcelain starts developing, a lot of porcelain and ceramics of the traditional pattern be also made use of up, so the dragon and phoenix good luck pattern already not only single is engraved on the rock, the pattern of various each kind is used by person’s door at decorate up, be like bronze vessels, at this time traditional pattern at the earliest stage of is applied.

But because his cost is high, just nobility can use it, in pauper life having never yet appeared. But the traditional pattern be further applied to living of people in the middle,
Han and Qin period, the Buddhism streams into China, enriching the topic of good luck pattern biggest and broadly applied in building, carve with folk art in, abundant of the good luck language start appearing. For example knit brocade in Han Dynasty up appears good luck pattern.

Can make reference to Sui and Tang hereafter is in the bronze vessels regardless, is still on the jade article, dragon and phoenix patterns all have a very great application. And at this time, because the price isn’t expensive, a lot of restitutes are also can have own pattern. So give traditional pattern are very big of development space, return because of people to ghost absolute being of superstition, make the traditional good luck pattern made use of extensively. We can see a lot of appearances that the places all engrave to have traditional pattern at this time. Although haven’t attained business. But people have already seen, the good luck pattern which uses dragon and phoenix can earn money. His value already gradual of the display comes out in people’s heart.

Arrived Yuan periods , the dragon and phoenix pattern had already spread extensively, from nobility to destitute, from adornment pattern to daily household-use product, the dragon and phoenix pattern can see at everywhere. And, at this time the emperor uses dragon parable oneself, using phoenix to come to parable one self’s wife. So, the dragon and phoenix became the imperial appropriative pattern, this urged their patterns to be spread more widely more. At this time, pattern and the money contact closely.
Sui and Tang period, the good luck pattern is extensively been applied in to construct a colorful painting, porcelain and ceramics, embroidery, fabric, lacquer ware up, the good luck pattern that is at this time got in to develop to expect. The good luck pattern starts heading for maturity. The form of pattern is more abundant colorful, and takes into, expresses with the pattern skill, making good luck pattern gradually mature and perfect. The good luck diagram, good luck is vulgar, the good luck language spread more profound, deepen gradually to society’s influence of the culture Also launched the business of the dragon and phoenix good luck pattern.

Arrived a modern, people not only used the dragon and phoenix pattern g metaphor a year satisfied. Like many years draws, various product packing, also use dragon and phoenix metaphor Chinese nation. People become dragon parable in turn race of strong and healthy. Say phoenix inside United States of the Chinese nation. This way not only enriched people’s double eye, also permitting the traditional pattern into modern of business in the middle, and along with west of the culture spread near China, making traditional dragon and phoenix pattern completely permit go into arrived business opportunities in

Take a comprehensive view of the development history of Chinese traditional good luck pattern, it comes from original humanities and begins from Shang and Zhou, high speed development in Sung and Tang, arrive Ming and Qing period attain high peak. All have it to limit sex oppositely in each one period good luck patterns, but the footstep of its development has never stopped always

CONCLUSION
Take dragon as the business enterprise, product of the name, have a lot in China. Be regarded as in the whole world also very extensive; also have with hour entered of ages. He with the basic spirit that condense, express, expand a dragon but have cultural. Be the sketch marking and culture symbol of the Chinese nation, the dragon is in the business enterprise, and product has extensively, abundant of performance. Can say so: Take dragon as the business enterprise, product of, everywhere it is thus clears that. From, machine electricity equipments, the transportation energy …… until the food and clothing of the common people lives a line, all having a dragon characters business enterprise, product very in many ways. These business enterprises, product, send the culture that the wears a dragon, also the body wears the culture of the dragon now.

The progress of the society, mankind civilization of development, people’s idea consciousness with appreciates beauty to also change in the continuous development, various art forms also all appears. The Chinese traditional good luck pattern becomes the reflection of mankind’s thinking. We can see from the above description, the knot of the traditional dragon and phoenix pattern and the business one step one step put together. That why can he combine with business? We come right away analysis once his process.

1 dragon and phoenix pattern main theme directly or indirectly from nature world, like: a plant, container, tools and implements etc. These things, the good luck pattern are free from restriction in the creation, so the pattern is in his development can free exertive his various advantage.
2. The dragon and phoenix good luck pattern from start most of the single line arrives afterwards complicated pattern, experiencing endless process.
The good luck pattern is usually one center line, , top and bottom or on all sides have together a form, together color, of line kind, this kind of constitutes a form to be called symmetry and the composition of the well balanced.Among them, it is symmetry to is the condition but speech which occupies space position according to the line kind with dissymmetry of, it constituted the layout of good luck pattern; And owned the equilibrium pleasant impression of good luck pattern, pass symmetry and balanced composition skill, the good luck pattern expresses a visual effect of dissimilarity, also having organization, this is also why the pattern experienced very long of age, return such of prosperous of a main reason
3 traditional good luck patterns are experiencing an endless history change, not only because of his good luck implied meaning, but also because he consigns people life looks forward to, to life of passion. It is exploited by a little for this pattern. The development of down to date pattern,

BIBLIOGRAPHY
Web source:
1{accessed: supernatural pattern generalization of Chinese tradition design.
http://www.cntca.com/TuAn/ShowArticle.asp?ArticleID=126
Author: There is no article
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2 {Accessed: auspicious beast’s pattern generalization
http://www.cntca.com/TuAn/ShowArticle.asp?ArticleID=49
Author: admin
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3{accessed: dragon pattern generalization
http://www.cntca.com/TuAn/ShowArticle.asp?ArticleID=50
Author: admin
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Picture source:

1{Accessed: Chinese natural science
http://www.gg-art.com
Found time: 2006-8-15}
2 {Accessed: dragon’s humanoid jade wearing of phoenix coronet
http://www.guoxue.com/art/yqjs/xsq/xsq017.htm
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Book source
1{Accessed: the skill is with the ancient writing pattern

Liu MianYi arranges .the art photography press of Hunan published in 1990

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2{Accessed: Classical antique catalog

Publishing house: Art photography press of Liaoning

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3{Accessed: Chinese building decorative painting pattern

Translator: Zhao ShuangCheng. Publishing house: The publication date of publishing house of university of Tianjin: 2006-1-1

read time :2006-8-10}

August 29, 2006. Category: Uncategorized. 1 Comment.

The Strategy of Meng Niu in China by Cindy Zhang Ting Ting

INTRODUCTION

The Chinese economy fast growth since the reform and open policy continues the, specially in recent years, under the world economics murky background, the Chinese economy fast growth appears brilliantly, the Chinese economy swift and violent growth has provided the stage for the Chinese enterprise’s development, Simultaneously the Chinese enterprise’s development also impelled the Chinese economy development. The MengNiu Company is a dark horse in these newborn troops.

The MengNiu Company has created the miracle of Chinese dairying. The company development scales that about year sales volume from 43.65 million RMB, fast grows 100 times to the nearly 5 billion RMB. The position of the Chinese dairying from 1116th to third becomes the one of Chinese dairying strongly three. Today it steadily occupies the first of Chinese dairying. According to incomplete statistics hoodwinks the MengNiu Company annual development speed is 365%, the rate of annual increment is 265%, becomes the Chinese enterprise “the growth champion.”
(Li Wenlong and MuHong 2005)

In the initial 1,000 days, the average one-day surmounted a dairy product enterprise! Why does the MengNiu develop such quickly?

Same people said:” the reason is because the market of China is on the rise. But I think it is only a background, is not a reason. Otherwise, why only MengNiu Company keep three figures growths in the continuously 5 years?

Same people Said:” This is because it pay the attention on Mongolian prairie that occupy the completely superiority resources. But in 6 years time, Why YiLi (it also set up in Mongolian prairie) with MengNiu Company sales income proportion from 1999 to 2004 has a big change that from 30: 1 reduces to 1.2: 1 ( YiLi: MengNiu) Moreover the possession rate of milk market in MengNiu Company is surpassed YiLi in 2003, leaps to the first of China.

Why the MengNiu Company can obtain this achievement? I think propagandize is essential.

“The enterprise also should gather round the advertisement to transfer, MengNiu Company indeed is revolving the advertisement to transfer moreover obtained many information, thus obtained successfully “said Sun Xian Hong, the general manager of advertising department said
(Source:http://www.cmsalon.com/enterpriser open.asp? id=3

The growth and development of company need the different kind of recourse, MengNiu Company can created the manacle that because it original conformity each kind of society resources ability, especially it regard media as one kind of resources. (Li Wenlong and MuHong 2005)
“MengNiu Company use the dissemination strategy which formulates by the high sensitivity of news and the unique market development strategy has created this miracle.” said ZhangChuyan (icid)

As a result, I decided studies and analyzes the MengNiu Company advertisement case, discovers its successful essential factor.（e.g., draws close to the consumer, relates with the famous event, unceasingly innovates and the development）Thus proof advertisement is so importance for an enterprise. I hope everybody through this test can know how formulates an advertisement. Which things we should pay attention on the formulation advertisement.
REVIEW OF LITERATURE

If I want to study and analyze the advertisement case of the MengNiu Company, I must read advertisement books and the article about the MengNiu Company that took the research foundation for my study and analyze. Simultaneously, I should enrich my field of vision that because I need to increase my narration and prevented my viewpoint is not redundant with the other people, I will choose the model to carry on the analysis, I will call them:
The simple victory
Discards beautiful
Investment and the income have the direct ratio

The simple victory

When, MengNiu Company starts, first, it doesn’t have the factory, second, it does not have the brand, and third it does not have the market. In this kind of situation, MengNiu Company takes the 9 million starts funds 1/3 uses in the advertisements propaganda. (Li Wenlong and MuHong 2005)

Song Xianhong, the advertisement planning manager of MengNiu Company, was appointed to plan this advertisement. Regard as an advertisement-planning manager, he profoundly realizes: such little money, radically unable to bear the large amount expense of television advertisement. Thus he decides giving up television advertisement, but which kind of advertisement form can achieve the best effect, he is pondering over every day.
(Source: http://www.cmsalon.com/enterpriser_open.asp?id=3 )

One day, he discovered advertisement that between vehicle and the sidewalk in HuHe HaoTe city (a city in Mongolian) are very striking. So he has borrowed a bicycle on the avenue, and sense feeling of these outdoors advertisements regarding person. And inquires the expense the billboard (icid)

On April 1, 1999, the HuHeHaoTe residents as soon as awaken, suddenly discovered all hosts street all put on “the red cap” that are the red street advertisement, and have golden yellow Chinese world develop milk industry, promotes Mongolian economy.” and “MengNiu milk industry, creates the second brand of Mongolian dairying “. A stone strikes thousand overlapping waves. The people never had seen this large-scale advertisement that attention people eye-catching and not only have the heroic spirit but also fills doubt everywhere is the eye which inquired about, everywhere is spreading the same topic: Whose enterprise is MengNiu Company? Why we hadn’t heard? , Where is the factory? The declaration creates “the second brand”, is boasts, or really has ability? (Source: http://www.ppsj.com.cn 2006-5-10 20:40:33)

Some people consider very strangely, why MengNiu Company doesn’t do the first company, while do the second company? The MengNiu Company believed that, in the consumer thought: what is the second? Next to the fist is the second. The consumer did not know your enterprise has many area, they only feel and from psychological to approval. Everybody knew the elder brother is YiLi Company that sales volume was 1.2 billion RMB.

In that year people don’t know which company is the second, MengNiu Company stand out and said: I am the second thus the consumer approve it was the second. And at the same time they also think the fist company has the 1.2 billion RMB than the second should be has the 1.1 billion RMB. Thus, MengNiu Company doesn’t sell the product but in the consumer heart it became a big company. According to this advertisement it succeeds to seize consumer’s mental resource.

And it depending on this kind of advertisement consciousness it performs miracles that about in the fist half year, the sales income of MengNiu Company has amounted to 4 million RMB (Li Wenlong and MuHong 2005)

Sun Xianhong said:” a lot of market personnel planers like from themselves angle to consider the question when they plan the ad. The advertisement is simple that is must stand in consumer’s angle to considers the question.
(Source: http://www.cmsalon.com/enterpriser_open.asp?id=3 2006-5-10 20:40:30)

I agree with this point very much, I think a successful advertisement, if does not embark from consumer’s angle, so we don’t unable to attract consumer’s vision and cannot create a true value of advertisement. If the MengNiu Company only believed the analysis report of Advertisement Company, and does not have Sun Hong to ride the bicycle to experience this outdoors advertisement effect, may be this advertisement not success.

Discards beautiful

On October 16, 2003 “ShenZhou five” the manned vehicle safely to return, “Astronaut special-purpose milk” the advertisement obtained the widespread attention when people pay attention to the “ShenZhou five”.

“One, two, three launch!” “Airship military supplies preparation”. “Docks successfully” the advertisement language strikes root in the hearts of the people, the television relay time which paid attention has been won audience’s eyeball, and successfully enabled the astronaut to become the quality spokesman of it.
(Li Wenlong and MuHong (2005)

The MengNiu milk becomes the astronaut special-purpose milk as well as revolves the brand dissemination，display the special characteristic of MengNiu Company ad. But behind the magnificent also has many difficult choices.

Sun Xianhong narrated the Discards of “Shenzhen five”: In October 2003, “ShenZhou five” smoothly return, that is a opportunity for MengNiu Company. It take advantage of it became “Chinese astronaut special commissioner the milk”, according to the traditional thought, this should be propaganda all product depend on this opportunity that these all top “the astronaut special-purpose”, such as “the astronaut special-purpose frozen foods”, “the astronaut special-purpose breakfast milk”, “the astronaut special-purpose powdered milk”, “the astronaut special-purpose milk piece”. But the Sun Xianhong thought if all products all top “astronaut special commissioner” the name, it should be have the opposite result. The reason is because who can believe the astronaut also has the special-purpose frozen foods，powdered milk and milk piece。So he decisively decided only pure milk tops “the astronaut special-purpose” the inscription. (Source: http://www.cmsalon.com/enterpriser_open.asp? id=3)

I think through this advertisement case, we can know that the advertisement not only must draw close to the consumer, but also needs sincere, if you can not attach the unreal information to make the advertisement, you will obtain the achieve twice the result with half the effort effect.

Investment and the income have the direct ratio

In 2005, “the super girl” as a special mass culture that builds the China -like carnival imperceptibly. Along with the violent wind of “super girl”, 2 billion MengNiu lactic acid products that print the design about “the super girl” fashionable in China, from this time MengNiu Company finishes it dream that enter the lactic acid market.

Sun Xian Hong said: “the goal expense community of locates acid is 12 to 24 year-old girl, so we choice Zhang Hanyun who is the third people of first session of “super girl” is our vivid spokesman; issue take “I am a acid sour and sweet girl” as the summons advertisement, that fully expressed the individuality and vanguard’s advertisement images, and display the individual charm and self-confident for consumer. These advertisements take the Central in CCTV and each place satellite TV subsidiary it to do.

Along with the 2 billion bags acid milk that print the image about the Super Girl put in the market that raised a irritable selling scene. The sales target of Changsha, Chengdu, Hang Zhou, and Zhen Zhou has a huge improve. In May 28 that day is in the finals eve, the supply falls short of demand and greatly surpassed the anticipate goal.

Behind the big income, it provides the huge expenses. In 2005, MengNiu Company invests 14 million RMB for name expenses and more than 80 million RMB for following supports of the “super Girl”. But the nearly 100 million RMB total investments that traded large promotion of the brand value, as well as 2.5 billion RMB sales achievements. (icid)

According to the number we can know the, if you hope the ad have a best influence thus you should provide more than expensive.

RESULTS AND DISCUSSION

This section is divided into three sub-headings according to my point.

The simple victory

Through the simple victory, we can feel the advertisement of MengNiu Company obtain the success is because they regard oneself as the consumer, so they from consumer’s psychology to start, thus they obtain successful that it held consumer’s psychology.

May be you think this success was fettered by the condition of that time, today, the Chinese economy rapid development, each enterprise all improve the advertisement request, utilize the high tech, use the star as the spokesman, invest high cost and so on. These are all now advertisement noun. What kind of affect does the billboard have?

Absolutely, along with society’s development, billboard advertisement is one backward way of Advertisement. But, China is a big country in the world, the development of each place in Chinese also not average, my be in many middle and small-scale cities, the billboard advertisement still can create the miracle.

At the same time, if you carefully analyze the form of now advertisement, you can know that from the billboard to utilize the new high technical and the star speaks. The advertisement form along with the consumer’s change request of advertisement to change is not it? Each advertisement pursue that attracts consumer’s eyeball is not it?

How can attract consumer’s eyeball? I thought close to the consumer is the essential condition.

If your purpose of the advertisement that only do the advertisement; you pay great attention only to ostentatious questions, such as the effect of advertisement picture, the number of advertisement broadcast, whether the advertisement does have the slight defect to appear and so on. But neglected and separated from the consumer that your advertisement not to be the successful advertisement

Even if China’s economy how does develop; even if the advertisement form how does change; I think regard to the advertisement, only us start from consumer’s psychology and pondered from consumer’s psychology, thus we can make the successful advertisement.

Moreover we can see, the advertisement also should take “the memory” and “the association”.

A piece of advertisement not only attract customer’s attention but also cause the customer appropriate association, thus creates the high renown and improve the brand of company. Then, the advertisement surely is an effective advertisement. Such as MengNiu Company’ billboard advertisement which not only cause the customer associate its estate but also improve the strength of its company.

Through MengNiu Company the astronautics advertisement, I think the honest is very important for advertisement

If you pay attention to Chinese advertisement, I thought you can know, every year，China can make the test to the real solidity of Chinese advertisement. Moreover, we knew the consumer consider the confidence level of medicine and the healthy product advertisement are lowest. I thought the main reason is because the medicine and the healthy product advertisement does not embark from the reality, wantonly propagandizes the drug efficacy, even some merchants make false advertisement. I think the successful advertising planning that is not making a show of advertising. that is holds a sincerely heard and puts out an sincerity with the customer。Such as, the ancients said:” the small successes depend on the wisdom, the big victory depend on morals.

If we said the success advertisement of MengNiu Company is discards beautifully. I think it would be better to not as good as the real effect. Just it pursues the real, discards the float brand consciousness, thus successful established the sincere brand in the people heart.

at the same time, we also can make out the foresight is very important for the advertisement.

I think according to analyze the above cases, we can see the foresight of MengNiu Company which mainly to display in the “ShenZhou five”
We knew in that time, “ShenZhou five “event was reported by each big national television station. So at that time, all the people known event and all the company can seize this opportunity. But regard to this kind of stir event, only MengNiu Company holds this good opportunity. We should consider foresight of MengNiu Company is more accurate than other enterprises.

Each person’s field of vision all is limited, we don’t exhaust all vision, always has the special place where we don’t blind, so we need according to the other eyes to extend our vision, if we couldn’t depend on others vision, thus we have to open our vision, and continuously innovation.

The innovation is the others do not do but I create and do it. That is a soul of enterprise advertisement; that is the essential conditions which can improve the development of enterprise advertisement thus cause it does not eliminates. From the first advertisement to the Quan Jia ZongＤｏｎｇ　Ｙｕａｎ　ａｄｅｒｖｅｒｔｉｓｉｍｅｎｔ　ｗｅ　ｃａｎ　ｋｎｏｗthe innovation ｉｓ a characteristic of Mongolian cow advertisement, MengNiu Company establish the new form that about Chinese advertisement relation with the event. And this unique advertisement idea has laid the profound foundation for the MengNiu Company advertisement to be success in future.

Investment and the income have the direct ratio

Must hold the target

I think the target of advertisement that is “regard the different people say the different speech.”, if the advertisement that suit to child and adult does not like that doesn’t matter. The advertisement suit to woman, if the man does not like that doesn’t matter; The Advertisement that suit to ordinary social populace, the small capital does not like that doesn’t matter. Such as The main sale object of MengNiu acid milk is 12-24 year-old girl, therefore it supports the super girl.

Is good at making the momentum

The advertisement momentum is very important for the advertisement. Likes Chinese Wuyi Mount, if the propagandizes of Wuyi Mount only in Wuyi Mount, then Wuyi Mount is Wuyi Mount person’s Wuyi Mount, if the advertisement propagandizes in Fujian, then you it is Fujian’s brand, if the advertisement propagandizes in CCTV, it is China’s Wuyi Mount. Actually, if MengNiu Company advertisement propagandizes only in the Mongolian, then it only exists to Mongolia, if makes the advertisement in Hunan, then it only exists to Hunan, it makes the advertisement in the CCTV, then he exists to China.

Is good at momentum is one kind of magic weapon of MengNiu Company for to win victory, from it first advertisement to today. Super girl is the biggest momentum advertisement. This activity which case all the people know it in one night even evolved all the people movements. But this year, it has absorbed success experience of last year super girl, it improve the power of promote super girl and at the same time it also splits out the other same type advertisement and programmer.

The ability of is good at catching the news event and making the popular fashion of MengNiu Company that very little Chinese enterprise can be able to compare on.

The beginning decides the terminal, The Company beginning like digs a well, if the hatch of the well is small so the progress is quickly, if the hatch of the well is big thus the progress to be slow. But the hatch is small or big will decide the excavate depth. Such as the advertisement investment and sales goal have the direct ratio. NiuGenhong said:” We use 3 million to solve the problem in Huhehaote, but the today we must face the national market, we should be sell several dozens hundred million in a year, we need one RMB one RMB to retracted from consumer. Please to think how many one RMB can retract several dozens hundred million, we need how many people know our product and take out money? So we must enlarge for ours advertisement investment.” (Li Wenlong and MuHong 2005)

These are my opinion and view that from above advertisements case ,although these have some insufficiencies, but I thought these certainly have the profound influence regarding an enterprise’s advertisement, I hope everybody can absorb its essence and abandon its disadvantage thus help your advertisement study.

CONCLUSION

Through the above discuss, I thought everybody had the quietly understanding to the MengNiu Company’s advertisement. At the same time, I think you can knew the reason of its success that about
Them consider is consumer, embarks from consumer’s psychology;
Pay attention on “memory” and “association;
Honest to the consumer and is good at innovating;
Dares to invest, is good at investing;
Simultaneously also need us create momentum of advertisement and the product.

Each successful advisement case all has many enterprises research and the study, but I did not hope the enterprises blind imitating, such as when we turn on the television, we can see a lot of TV to display same program that same super girl. I thought we should embark from the reality, seek suit we advertisement way. But I think regardless of any advertisement all not to be able to leave following several aspects: Advertisement goal; Advertisement budget; Goal populace; Advertisement content; Advertisement performance way, advertisement issue opportunity and advertisement issue media and so on advertisement factor and so on.

From MengNiu Company advertisement case, we can see that utilize these factors very good. I thought if you can hold these factors with suits your way to manufacture belongs to own advertisement, you will succeed. May be we can study your advertisement casein that day.

BIBLIOGRAPHY

1) Book
Li, Wen long and Mu, Hong (2005) Cases of Advertising .1^st ed.
People’s University publishing house

Li, Wenlong and Mu, Hong (2005) brand advertising. 1^st ed
People’s University publishing house

Zhang, Hongxia (2005) Cutting Edge Advertising 1^st ed
BeiJIng University publishing house.

2) Web page
MengNiu Company advertisement department minister Sun,Xianhong 2006, cmsalon.com/enterpriser website.
Available from: http://www.cmsalon.com/enterpriser_open.asp?id=3
[Accessed: 13^th June, 2006]
The win way of MengNiu Company marketing 2006, ppsj website
Available from: http://www.ppsj.com.cn
[Accessed: 13^th June, 2006]

August 29, 2006. Category: Uncategorized. 1 Comment.

The Development of Disneyland by Bonny Tian Guang Yu

Introduction

The world first Disneyland was American movie animator Walter · Disney (Walt Disney) completes in 1955 in the California State success.

Although the Disneyland is not the subject park first ancestor, but it is actually chain-like scale biggest one. Established beginning since 1955, the Disneyland became modern US most to have the seditious metaphor.
Disneyland by its rich subject, the color, the stimulation, and the evil spirit utilizes which the animated cartoon imaginary and so on the expression means and amusement park’s function unifies, Using the modern science and technology, builds a Fill illusion for the tourist, unusual, thrilling and the stimulation world, causes the tourist to feel the infinite pleasure.

The Disneyland obtains the huge success, brings the good demonstration effect, causes the subject park this amusement form to Popularize the promotion in world each place.1983 year Japan has completed the Tokyo Disneyland and obtains the huge success, by reputation for Asian first amusement park; France starts in the end of the 80′s to construct the Disneyland; Chinese Hong Kong special zone also in 2000 decided prepares for construction the Disneyland. It besides fairy tale fairyland, but also simultaneously is a big rural fair, also is a residential center (civic center), is supplementing the old grandmother’s farm, the commercial small town, the Boy Scout patrol leader, the revolving club and the scientific fairyland.

In the Disneyland has built the mark and the information, which all consumers possibly knew very well. In the subject park, pleasantly surprised, which the tourist does not need to discover, so long as distinguishes satisfying. Along with the Disneyland in American, Japanese, Paris’s expansion, “the Disney fairyland” becomes the sham nearly the pronoun. All Disneyland is nearly entirely alike, all is constitutes by 8 subject garden area: American avenue, risk paradise, New Orleans Square, myriad things homeland, wilderness region, happy paradise, rice wonderful fairy tale city, future world.

The Disneyland is Mr. Disney’s great achievements, Disney has photographed the animation movie which many receives welcome, For example [Snow Princess],[Puppet fortuitous encounter records] and so on, and held red Mickey Mouse, Donald duck cartoon stars And so on. But he also wants to continue to expand the entertainment kingdom the domain, Therefore had has constructed a subject Amusement parks the plan. In that age, only have the common small amusement park and the garden swims the meeting, In the world are not appeared the scale so huge subject amusement park, When therefore was located the California Los Angeles’s Disneyland officially Foreign to be open for business in July 17, 1955,extremely receives welcome. It’s open for business an only one year; the tourist breaks through 10,000,000 people! Disneyland success, from this time on rewrote the history; this kind of theme park (Theme Park) pattern also becomes the emerging leisure industry management state.

Disney creates the unique management way unceasingly – - In Disney’s name, does not have “the worker”, in amusement parks each staff is “the actor”, but the personnel dry is “the assignment role”. Manager Disney company’s senior every year must have one week, exchanges attire which some kind puts on make-up, sells tickets, sells the puffed rice, hands over the ice cream and “the hot dog”, helps the tourist to manipulate each kind rides while with the game installment, or manages the parking .

All Disneyland is nearly entirely alike, all is constitutes by 8 subject garden area: American avenue, risk paradise, New Orleans square, myriad things homeland, wilderness region, happy paradise, rice wonderful fairy tale city, future world.

If you ask people who please do you want to play, I think all the people will say “Disneyland”. That is not merely a place, which plays for the children; it is a comprehensive recreation area. And have the film and television entertainment, theme park resort area, the consumable and the media network. Its animation may meet child’s need, its paradise satisfied world each place all people the heart that to play.
Besides American this locality, the Disneyland plan also starts to expand to the overseas other countries, it N\not only promoted the various countries’ economy development, but also causes the local tourism the development to grow even stronger. Therefore we must understand DISNEYLAND the development, how becomes the world biggest paradise with it. But the present our country Hong Kong soon establishes the DISNEY paradise, how do we have to develop can enhance the economy. Whether has to continue to walk the foreign route, has a set of own policy?

The main objective of the paper is to know how Walt Disney will succeed! Why a small mouse will known to every family? Through the Disney’ success, how will we develop our market? Because between the various countries’ culture is different, in Eastern market whether can look like in the Western market such development is rapid? And why it hopes to open a Disneyland in China?

Review of literature

Hong Kong is first time introduces DISNEY, Is considered as is a breakthrough, because Hong Kong’s Government formerly not directly Intervened the economy. The expert think: On the one hand demonstrates the Hong Kong Special zone Government earnestly hopes through the establishment family traveling vacation resort fresh target, the increase economical point of growth, on the other hand fully had also demonstrated enlightens the gentleman Nepal brand value the huge attraction.

I thought Hong Kong has the strength to manage DISNEY. Which country but isn’t DISNEY in all can the very good management, because between various countries has the different cultural context. Moreover its expense is very high, cannot let all people

Accept. Has feeling cannot hold a candle. On the net once had reported because tourist group to its reflection not too warm causes the price to decline continuously.

http://disney.go.com/vault/read/books/index.htmlhttp://disney.go.com/vault/read/books/index.htmlv

In this web you can know all of the Disney.

http://disney.go.com/vault/read/books/index.html

In this web you can see a lot of books about Disney.

This book image introduction Hua Te has enlightened the history which the gentleman Nepal birthday 100 year time companies experience.

中文版1：米奇的魔杖-迪斯尼的经营之道
中文版2：迪斯尼原理:创新型企业的管理魔方

Finding Nemo has just been shown in Chinese Mainland not long ago. A Disney movie again, isn’t it? I remember somebody told me that as one grown up, the interest on cartoon would be reduced The reason is easy, cartoon is for children, when we grown up we are no longer children, we won’t be interested in those lovely and colorful little characters. Maybe it’s right for some cartoons with monotony plots and low technology. But Disney is 80 years old already, her charm lasts for such a long time, and never crock up. Have you ever thought about more while you were reveling in the charm of Disney? Why she has such big charm? And I will give you the answer today(cherry 2004-1-20 )

“It all started with a mouse!”——Walt Disney

http://shnews.piao.com.cn/uploadhtml/200602/20060416010433.html

RESULTS & DISCUSSIONS

Disneyland is an advance to the entertainment economical kingdom. Walt · Disney carries out a maxim: Attempts some as if not impossible matter is one kind of pleasure. Not only it the scale is extremely grand, the design extremely is also exquisite interesting, became at that time in the world in the biggest comprehensive amusement park and the world in the first modern significance subject park. Innovates unceasingly and Great writer’s commercialization expansion is Disney opens the two keys of the entertainment economical kingdom front door. One of Disney’s innovations lies in it on to strive for in “the product” to change unceasingly. In the technical utilization, Disney also stops at nothing. The Disneyland establishment is in its history significant pioneering work. Disney’s appearance and starts the source in the American culture and the economical prosperity, itself also constitutes an American culture part. Disney all sorts of showy experience which brings unceasingly for the people. But Disney’s idea is equal to the wealth happily.

Disney forms oneself strategy to challenge to China. After US’s, European and Japan’s tempering, Disney has already formed own strategy: Using the subject park establishment brand well-known ness, then sells other product – - movie, the soap opera, the toy and the clothing. This strategy will be unable in China faced with elsewhere the challenge which will imagine.

Although Disney has the cartoon character who in this world most receives welcome, but the financial data tells us, this is not a true globalization company. Disney’s overseas service sales volume only accounted for their total sales volume last year 20%. But the true globalization giant company, for instance the Coca-Cola, the overseas sales volume accounts for above at least 60%. Therefore Disney in the future several year development priorities definitely will be in the overseas market development. The Disney at present overseas service 70% comes from the slow growth European market, 20% comes from the Japanese market, other places add only then a tenth. Disney will future be fast develops the Asian market. Among this, China and India are the genuine two fat.

Without a doubt, Disney’s CEO wants urgently the Disney this evil spirit imaginary kingdom belt to ancient kingdom – - China. When Coca-Cola, KFC MacDonald these international companies in Chinese swift and violent development, But China are a bigger challenge, Because of in here, Disney is unable to launch the media dissemination service easily. Because of in here, Disney is unable to launch the media dissemination service easily. Therefore, Disney key places China’s profit on the subject park and the consumable.

Although Disney’s brand well-known ness is extremely high in China, but the consumer is not actually understood very much regarding Disney’s cultural content. Disney’s

main source of income in consumable authorization service. The primary mission is expands the retail sales network cover the city scope and the development many kinds of retail sales channel. Regarding Chinese local dealers and retail sales channel, Disney not any experience, Much less, they also must face innumerably pirate the product……

Disney: Hong Kong economy development milestone

Disney will bring for Hong Kong 148,000,000,000 Disney will begin will be the Hong Kong economy and the tourism development important milestone, The Disney project carries on the period, has created 14,000 employment opportunities. Disney is for develops the Hong Kong tourism to construct. The Disney Company the intention which constructs in Hong Kong is very obvious: Take Hong Kong as the springboard cuts into the fill enticement the Chinese entertainment media market. Hong Kong Government also demonstrated loans the Disneyland to promote the Hong Kong tourism urgent point of view. The person concerned believed that, along with the Hong Kong Disneyland landing, following is Disney’s movie, the television program, the publication, the network to the cartoon series derivation commodity. Is precisely borrows this kind “a fish eats” the business model, Disney is enriching the media empire foundation unceasingly, achieved mastery through a comprehensive study of a subject its Chinese industry chain, has developed the marketing scope.

Disneyland is very popular in Tokyo but in Pairs are not. What about Hong Kong’s Disn eyland?

Although enlightened gentleman Nepal to make in large numbers in past several years in China “has enlightened confuses”, but along with Internet appearance and machine cat these “new pet” inrushing, China’s child and the young people also meets the fear not to be far away, goes to Hong Kong to pursue holds in the memory “the Mickey Mouse”? Says from some kind of significance, enlightens gentleman Nepal “China captures” the success or failure, Not only is relating it the income which can obtain in this world most greatly emerging market;

Hong Kong Disneyland built both USA and China or Hong Kong is a special Disney is just big events。

You play a Disney, but Disney mean you might be playing:

you choose a relaxed harmless entertainment, but in fact a cultural power invisible manipulation; You have a seemingly universal culture of Datong, experience, but virtually shaken (at least lessen or blurred) deep with local culture; Your consumption of other people’s beliefs, but lost their paradise.

The cultural infiltration in a peaceful and rational, gentle sweet may make it refused Nothing is more ideal of a more happy — and this is perhaps the “fourth empire” and any previous empire as a result of different places is higher.

Empire’s subjects were, prepared? Performances begin! But –

With Disney, or by playing Disney, continues to be a problem.

Disney economy

Disney to the world a new model of business models : the pursuit of happiness in a profit instead of above.

Its principal attacking entertainment and animals but have in mind a different planet who bring tremendous joy and the box office. 50 years ago July 17, a Disney theme park in the world in Anaheim, California Official city built and opened Park. The next 50 years, the global expansion of the Disneyland Unlike partners such as McDonald’s, Coca-Cola as pervasive, 50 years is only opened three theme parks. However, Disney has won cooperation opponents are envious of the market share. More importantly, it demonstrated to the world a new business model: the joy converted into gold coins, in the pursuit of happiness a profit instead of above.

Today, Chinese children do every day in the evening 6:00 bell? With small Shenlong music “twisting buttocks.” In India, children’s schoolbags not watching, the students were subjected to total ridicule. That when December 15, 1966, Chinese special Disney founder Walt Disney died of illness, the American people can not find suitable words to describe him, CBS evening news in the ode said: “Disney is a creative genius, he in the world who brought joy, : : He healing, The contribution of the human soul comfort, perhaps more than any psychiatrists in the world are greater. ”

The world’s most famous mouse

Chinese special Disney certainly not psychiatrists, he was a surveyor with the precision of child psychology performances master. Disney legend all, a rat from the beginning. Chinese special Disney said: “I only hope that we will never forget the fact — not watching all this on no. ”

Mickey was born in the last century, 20 in the series, when the U.S. bubble economy is thriving years. May 1928, “Mickey series” Godfather “Crazy aircraft” exhibition, China, said “We all hope that it hopes that it can always raises expectations enlightening laughing. We have never imposed any social significance of it, We will not allow it or make ironic remarks she setbacks. Hurricane bub of this mission is to stop all people happy, so that they laugh. ”

But the real star watching in the last century was the Great Depression of 30 years, fresh humorous Mitch appease the economy is in the Americans with physical and mental difficulties. Zeng star “Voice of Music” actress Zhu Li. Andrew said : “Mitch always able to overcome the challenges confronting it, the reality we need more like it such a figure. ”

Mouse (Mickey Kantor), the beginning was not intended to ask Commerce, China would have to use special Mortimer Mouse, but his wife feel that the name is “arrogant.” Mickey’s image is not static. First time it was more like a rat, mouth piercing, ears nor was so great. Later ears growing, nose and subsequent classes, has become relatively slow and graceful movements, movable middle of the image of men — No wonder the kids will have Bugengshi This is a misconception promoted by the Xiong not too fat. As Mickey ethos is thoroughly middle class, it humble, modest and kind — but always victory, always on, and lastly, it is precisely the success of the great cause.

30 years of the 20th century was the golden period of watching it in more than 90 ministries play a variety of roles in the Disney product, but today this number only 120 to the Department. With the image of the U.S. economic recovery and Hollywood in the global expansion and enabling the evolution of the idols of the world, in World War II, a replica than here. China’s naval forces also useful tools for workers. 30 years of the 20th century that the largest U.S. export to China special culture has become “more than China’s Confucius, the British Shakespeare, the French Cabinet and huge Renyuantaishan also known.”

People in the world that the United States was watching. Luo. E. Disney (China special. Disney’s nephew, Chinese special. Disney animation company chairman and vice chairman) said : “Mitch is a symbol of American hope : We will ride out of ring for that, we will eventually usher in a better tomorrow. The American people have placed their dream in this lovely cartoon characters. Hurricane frustration from not, From not become were right when. It will never change its distinctive logo is optimistic. ”

Accompanied by the dark years of watching Americans already 77 years old this year, but it generally is not, in the ensuing 60 years, it bears a more public relations and friendship between American values Ambassador role. Former U.S. President Jimmy In the outgoing Carter after not without appreciation, said : “This kind Mitch Ambassador constantly sowing the seeds of friendship, I thank it is because it will bring you laughter and unity to a family of mankind. “China’s reform and opening up in the second year, Disney’s” Mickey and Donald Duck “programme landing China, China began accompanying children as they grow up. In the local community, the more out of watching the animation industry, began as a revered “pop idols” was worshipped.

August 29, 2006. Category: Uncategorized. 1 Comment.

Colour Usage in Advertisements by Ellen Ye Jing

Introduction

Advertisement color is the advertisement host and the advertisement planner employ special colors in advertisement design to express the concept of the enterprise management and the products’ sole characteristic.

The design uses the color skill most domains is the advertisement profession. The color employment of advertisement design decides the promotion result of advertisement. Through research from different types of advertisements that we can know: if the advertisements belong to the colorful group, its rate of return is quite high. From visual science, we can find that colored can stimulate the visual nerve compared with the black and white. Hence, it can bring media and consumers to pay more attention to.
The advertisement design uses color need fit together with function and purpose of color self. Enable it to achieve the utilization of the color and the color function unification can obtain the well-distributed result

1. Advertisement Color
The modern advertisement has already been an important influence factor of people’s basic life necessity. When everybody purchases daily necessity and consumable, generally speaking, they will choose the product that has advertisement and famous brand. They felt these products quite reliable and have the safeguard. The advertisement goal mainly is in order to sell one product, propagandizes a brand. Let consumers accept and understand. Therefore, when the advertisement company’s designers are helping the customer manufacture advertisement, they must unify the product, the market, and the consumer psychology.

[1] Advertisement color transmission, recognition and symbolic function
The color is an important attribute of advertisement performance. The function of advertisement color is that transmits some kind of commodity information to the consumers. Advertisement color and consumer’s physiological and psychological response are close correlation. The color to the advertisement environment and the people sentimental activity all has the profound influence. The advertisement color has the symbolic significance to the commodity. Color language is characteristic, which through the different commodity, causes the consumers to change distinguish, and produces intimate feeling. The color effect of the commodity has certainly inductive affection to the people.

Now, color in advertisements propagandizes original transmission, recognition and symbolic function, which have already received more and more designers and the entrepreneurs to respect. Some overseas big companies and big enterprise all carefully designated some kind of color achievement represents own vivid color.
In the advertisement design, affecting people’s feeling besides the color symbol, also needs to use the writing and the image explanation coordinate display fully advertisement work rich association function. For the premise, the application of advertisement color must be able to understand and to be glad accept by the consumer. The designer also must observe, summarize the color language of life, avoids using the color combination of taboo by some consumers.

[2] Advertisement color and consumption psychology
The color can affect human’s mood, in advertisement work some colors can give the human by sweetly, the acid, painstakingly, the spicy sense of taste feeling. If on cake cream yellow, for human by flabby feeling, causes human’s appetite. Therefore, the packing of food class and the advertisement use the warm color generally the coordination.
Sweet taste color
The sweet taste color is used for exhibit food advertisement or some part advertisements of warm and happy emotion. Generally, they use gentle, the warm red – red orange – yellowish-orange color to display. Yellow and yellowish-orange is fragrant color. The yellow can give the human the fragrant crisp feeling and the fresh esthetic sense. The sweetest color is fresh red.
Acid taste color
The acid taste color is used for demonstrate fruit, drinks advertisement and some advertisements of Youth color. They usually use Lemon yellow – yellowish green – blue green – deep green to display. When these colors add certain extent grayness, it will bring on bitter feeling.
Hot taste color
The hot color often uses for to display the pungent seasoning advertisement and part advertisements of the intense color movement and the entertainment. Generally, they emphasize high-purity red to display. When background is added thick gray, yellow, green and violet, the red color will have more influence on excitement.
Bitter taste color
The bitter taste color often uses for to display the coffee drink advertisement and some reminiscence ones. It frequently uses dark gray to show.

Review of literature

To the commodity color appropriate utilization, in the advertisement design is not allow to neglect. Therefore, they must consider the psychological factor of the color in the advertisement design. Next, we will introduce simply about the Psychological effect of the basic color.

The imagination of color is the media and consumers touch the various advertisement color. Then produce the different perceptions. This is the color association of advertisement. As a result of each person’s different knowledge degree, the diverse living conditions and the dissimilar growth experience. Thus, they will have the different color association of advertisements. Nonetheless, some basic rules that the advertisement creators and the advertisement host should follow.

1. Basic color
(1) Red
The vision stimulates strongly, lets the human think that is active and warm, has the vitality. In people’s idea, red often with the lucky type, the good luck, and the jubilation relates, then naturally becomes for one kind of holiday, the celebration commonly used color. Simultaneously red also is easy to associate the blood and the artillery, some kind of life feeling, the association of the dangerous, the terror rank smell of blood smell. The fire extinguisher, the fire engine all is the red colors. (Source: Zhao guozhi, 1989) (2) Yellow
Bright and sweet and pretty color which has the very strong bright feeling, make people sprightly and pure. The young tender plant often assumes light yellow, also has the new energy, purely, the naive association. Also let the human remember the extremely rich nutrition the egg-yolk, the cream and other foods. Yellow and feeble are related. Plant’s deterioration, rot also with the yellow related association. Therefore, the yellow makes one feel void, deficient and unhealthy. (Source: Zhao guozhi, 1989)

(3) Orange
It has the advantage of red and yellow. The brilliance is gentle, and makes one feel warm and sprightly. Some mature fruits often present the orange, is rich in the nutrition food (bread, cakes and pastries) also orange. Therefore, the orange also is easy to cause the nutrition, the fragrances association. The people accept it easily. In the specific country and the area, the orange also relates with the cheat and the envy. (Source: http://www.xydi.com/design/jichu/200502/2375.html)
(4) Blue
The extreme cool color, has gentler and the sane characteristic. It is opposite to red. The blue color has transparent, unique, the far away common custom feeling. The dark blue can multiply low and deep, melancholy and mysterious feeling. Also can have the strange feeling, the lonely feeling.
(Source: http://www.xydi.com/design/jichu/200502/2375.html)

(5) Green
It has the gentler characteristic of blue and bright feeling of yellow. It accords with the life of nature. Therefore, it has the function of balance the human’s mood. People will accept it easily. The green is also consistent with the color of the unripe fruit, thus can cause taste of sour and bitter. Dark green will have negative and the indifferent feeling. (Source: Zhao guozhi, 1989)

(6) Purple
It has exquisite, lofty feeling, and elegant bearing. It has the characteristic of red, and the feature of blue. The dull purple can cause low and deep worried the mystical feeling. (Source: Zhao guozhi, 1989)

The above has the pro and con two aspect psychological effect introductions through one kind of appearance. Uses the color in the advertisement design, needs to grasp the consumer psychology, utilizes the specific color relations, and displays the color unique individuality. Improves on perfection for the advertisement creativity. In the advertisement design, if we can through the location of persons’ color hobbies, we will choose the main color from which people like it very much. Therefore, it is easy to improve that advertisement works’ attraction; causes people pay more attention to strongly.
2. Localization of advertisement color
Location of advertisement color refers to advertisement screen from color factor can offer consumers what kinds of impression. Advertisements color from brand, products, and consumers these three basic factors to identify color application. (Source: Xu zhimin, 2003)
(1) In view of brand localization
When the advertisement localization emphasizes the prominent brand, must consider the use enterprise vivid color. This is decided by the strategy of advertisements promotion. Its purpose is strengthening the consumer through the color to its identification. The choice of this kind of color requests to tally the enterprise vivid color. It is convenient for consumers to distinguish, remember, and reminiscence. (Source: Xu zhimin, 2003)
The enterprise vivid color is refers to the enterprise to assign some specific color or a group of color system. Utilization in enterprise vision transmission design media. Through color consciousness transmission stimulation and psychological response. Perform enterprise’s management idea, special characteristics and organizational structure and management content. The enterprise image in the advertisement design has the intense dissemination effect and the recognition effect. (Source: Xu zhimin, 2003)
(2) In view of product localization
The advertisement locates when the prominent commodity, should emphasize the vivid color of commodity. This may cause the consumer to identify the commodity characteristic very quickly in the advertisement.
The commodity vivid color is refers to the people in the long-term social life, to commodity itself, which produces relatively fixed color impression. For example, the vegetables that include the chlorophyll commonly used green to express. Tomatoes usually use red to express. Different kind of commodity in packing and advertisement use promotional color or tone. The advertisement design must utilize and the grasping vivid color accurately, thus enhances the advertisement to transmit the information to the consumer ability. If disregards the commodity the vivid colors, for example, the tone of abluent advertisement has designed black-gray color.

It will cause the effect that human accepts with difficulty. Because the consumer in the long-term life practices, has the profound impression to much kind of commodity customs with the color. The commonly used commodity image has following several kinds:
1: Food
Security and nutrition is very important. Generally it uses fixed color of food to express. For example, orange juice is orange; grapes are grape-purple or green; corns use yellow; hot drinks use warm color; cold drinks use cold color and so on. In general, it employs warm color to display. Nevertheless, when some advertisements demonstrate cream color; orange-yellow, it adds green color sometimes. So as to more appetite. (Source: Xu zhimin, 2003)
2. Medicine
Security and health are quite necessary. In general, most use cold color to show. When somebody is ill, he hopes to use medicine to get rid of disease and get peace. Cold color will make people’s emotion calm down. White is used for cleansing. The western medicine of tradition is white. The tradition and the treatment related goods also are white. (Source: Xu zhimin, 2003)
3．Cosmetics
Most uses litmus less and gentle pink-red, pink-green, pink-yellow, light purple and so on. (Source: Xu zhimin, 2003)
4. Children’s things
Generally it makes use of tender color, high contrast, and fresh color. (Source: Xu zhimin, 2003)
5. Hardware and machines
Generally, it uses quite, unadorned, and vigorous solid color. Just like blue, black, orange, yellow and other heavy colors. It can display stable and exact feeling. (Source: Xu zhimin, 2003)
6. Travel
It uses blue and green to show quietly, safely and comfortably. It usually uses red to express warmly and happily. (Source: Xu zhimin, 2003)

Recommendation

The most important link of the advertisement work is that let the consumers like and hankers, in order to purchase the commodity of some brand. When we talk about the screen of advertisements .The page layout and the color are the advertisement creativities’ need. The advertisement creativity also needs structure and shapes to display, but color is used for to set off shapes. Shapes can have emotion. Colors can make emotion more strongly. For the design emotion, the emotion will need more colors. Colors’ influence, they can take it for granted.

As a famous man said: “Mediterranean’s special blue has no shapes to compare”. So when we talk about the power of emotion, colors have the advantage of shapes. The color is one kind of physical phenomenon. It has no spirit. Because of people live in a material world. They pile up their own visual experience. Then causes some kinds of emotion. Colors can show their own unique emotion. Of course the emotion of colors is caused by color self’s symbol meaning and some imagination from people. Then they will have fabulous emotion. Also it is moved by the advertisement. Consequently, the emotion of color has aesthetic effect.

In the advertisement design, we emphasize that the color picture should give human’s visual impulse. And it will bring on harmonious and unfixable feeling. We should utilize the color flexibly. They must use color high summarily, simply and understand easily. Matches colors must be reasonable in order to let people feel comfortable. The point is that let them not feel massy. We maintain employ less color and perfect result. Certainly, this is not absolute. Most main is use appropriately.

The influence on advertisement color
The color can expresses one’s ideas, receives people’s attention continuously. According to some research report of America, in the advertisement of newspapers and magazines, colorful increased more than black and white. It will improve more infectious power.
(1) Express advertisement subject
Human’s vision is very quick to the rate the color response. Using color characteristic may cause the subject picture of the advertisement to be bright, vivid, interesting, causes it to attract consumer’s attention. Through the appearance, the brilliance, with purity contrast processing, can form the correct visual guidance, achieved the exaggeration atmosphere, and shows the purpose of subject.
(2) Esthetic characteristic of commodity
The color can the color of commodity in the advertisement picture and the sense of reality completely perform causes an advertisement image more authenticity. Many commodities, like jewelry; fashion; ornament; furniture; cloth; basic things and so on. If those have no color, they cannot demonstrate that draw consumers’ attraction.
(3) Commodity characteristic
The color is an outstanding salesman. It uses one silent language to attract consumer’s attention. Such as one sport brand–Kappa, the products all employ vivid color, and the color of mutual supplement. They utilize international popular colors boldly and exactly. From the movement, the foundation, the fashion, the life style and other sides to show Kappa’s fashion style.

The color has the effect of the obvious difference. It is quick to recognize what kinds of things they want to buy. In the multitudinous similar advertisements, the unique color design has the noticeable function. Consequently, in multitudinous competitors, if some side has used some kind of color, you need to change other colors. Enable your advertisement to have the prominent individuality.
The location of consumers
The localization of consumers, it needs to choose various color through consumers’ nation; age and different sex. From the dissimilar ages, we can know that children’s color is vivid; youth’s color is agile; middle age persons’ color is particular and reposeful; old age persons’ color is implied. From the different areas, we can see that southern hemisphere likes bright color; Northern Hemisphere likes tender under tint; citizens like quiet color; countryside likes bustling color.

Each country and nation has her own religion culture and society consciousness; eventually they will have various demonstrations on colors. It can create works, which fit for consumers’ requisition. Yellow of China feudal society stands for dignity; unfortunately, some countries, which follow Mohammedanism, yellow, is the symbol of death.

To sum up, when we do some advertisement design about area, we should comprehend different hobbies of different countries fully so as to avoid the colors that consumers taboo. The consideration of color circles to the end between the content of the advertisements and the need of the consumers.

The advertisement color of enterprise
The enterprises’ stable color and unionization must be considerate by the advertisement design. This is no doubt. On the other hand, in some kind of advertisements, the advertisements may consider more about consumers’ need. The advertisement is to convey information about appropriate people. It must get the purpose of advertisements. When we design the advertisements, we should consider all sorts of need from customers. In particular, the need of life and psychology. We employ the symbol of colors to imagine,

Conclusion

The advertisement color, not only to spread and has the influence on visual recognition; but also affect self-identity psychology of society. It displays marketing activities of the operators. As a result of it can infect the feeling of the consumers.

In the design of advertisement works, color design is not the group of all ranges of basic colors and the contrast skill. It also relates to a large of color aesthetics and persons’ color psychology issues.

We need to import the knowledge of color aesthetics and emphasize the consciousness of esthetic color .Pay attention to persons’ the color culture and color psychology. Sub advertisements’ characters always have the influence on the bodily content of the advertisements; the brand; the enterprises’ self-image. Let customers catch the ideas of the advertisements’ contents and spread visual angle. The enterprise and the advertisements color in consumers’ mind should be improved. The advertisement color can let people to know the advertisements’ content; the enterprises’ information; get the purpose of the advertisements’ promotion; and enjoy the spiritual aesthetic things. At the same time, people satisfy colorful life and material requirement. It also builds up aesthetic need of colors. The beautiful colors let people seek .It can give customers’ aesthetic association of ideas and entrust gorgeous hope.

BIBLIOGRAPHY
Book.
1.Zhao Guozhi(1989)Color Composition
Liaoning art publishing house
2.Teng Shourao,art and visual feeling
Sichuan people publishing house
3.TangNade,design psychology
Zhongxin publishing house
4.Lu Hongyang(2005)Modern advertisement design and color
Guangxi art publishing house

Web page.
5.Advertisement symbol,Shenzhen Website
Available from: http://www.xydi.com/design/jichu/200502/2375.html
[Accessed: 21^st July, 2006]
6.Advertisement and color,circle seeing
Available from: http://www.apoints.com/colour/bzs/bzs04.htm
[Accessed: 28^th July, 2006]
7. color psychology,circle seeing
Available from: http://www.apoints.com/colour/scygq/200411/4812.html
[Accessed: 29^th July, 2006]
8. to see your psychology from the colors,circlr seeing
Available from: http://www.apoints.com/colour/scygq/200305/741.html
[Accessed: 1^st August, 2006]
9. the value and neon color influence of light color in advertisement, Supply website of Chinese advertisement
Available from: http://www.ggg.com.cn/hyzx/hang_y_detail.asp?id=11
[Accessed: 2^nd August, 2006]
10. the content of packaging color research,Jiangsu advertisement net
Available from: http://www.czgg.net/wonsun_html/5_2004_8_2_225810.html
[Accessed: 5^th August, 2006]

August 29, 2006. Category: Uncategorized. 1 Comment.

Outdoor Advertising in China by Marc Ma Xian Liang

Introduction

The economy was developing rapidly since China reform and opening. More and more companies were conscious of not only enhancing corporate interior management but also advanced corporate identity by outdoor advertisement. Because advertisement, in especial the outdoor advertisement, it’s a specific purpose, strong    pertinence, can be placed where targets appearance regularity. Make corporate gets more profit.

The city prosperity, and the commercial circle was built-up, has led the outdoors advertisement was developing. Outdoors advertisement delivery quantity with city scale direct correlation, while outdoors advertisement type has to a great extent reflected the city commercial civilization developed degree. Moreover, the outdoors advertisement also is the historical most glorious mainstream vehicle; its history of development can be trace the ancient Greece age. In China, the outdoors advertisement experiences more than ten years development; it became the advertisement profession a new force; and became the third big mainstream media.

The outdoors advertisement recent years development tendency had already surmounted several traditional medias which the television, newspaper and magazine and so on. The reason why is not all people watches the television; is not all people all reads the newspaper or the surfer; but anybody so long as leaves the home; can read the outdoors advertisement. We are living in the city, our eyes can be attracted carelessly by these visual impulse; a greet influence outdoors advertisement.

Therefore, the outdoors advertisement has become the symbol, which entire urban environment and the city prosper. It arouses the advertisement host’s earnest interest what is free natural feature and with life close relationship.

Now, more and more corporate is consciousnessing outdoor advertisement’s weightiness, therefore many advertisement companies start develop their outdoor advertisement operation.

In recent years, Chinese economy with steady steps development; A vigorously support to economical from China government; and China has joint WTO. All these indicate Chinese economy marketing will more and more prosperous. The prosperous of Chinese economy must make Chinese advertisement marketing prospering.

The main objective of the paper is to describe development present situation of China’s outdoor advertisement and some outdoor advertisement design principle, and then simple to analyse several mistakes or insufficient of China outdoor advertisement, and some of vista China outdoor advertisement.

Review of literature

The outdoors advertisement takes one kind of relatively independent medium resources, does not need to look like other media advertisement such to have to attach to the media content to be able to survive, and has the low cost, all-weather, the visual impulse strong and so on the characteristics, has attracted all the various trades’ and occupations’ advertisement hosts. Especially in the television and newspaper development slow background, the outdoors advertisement swift and violent development lets the human pay attention especially.

Outdoors Advertisement Development in China

According to CTR media intelligence news data express, in 2005 the first half year and in 2004 compares same time, the country outdoors advertisement delivery growth tendency is still strong, The advertisement delivery amount amounts to 8,423 1,000,000 RMB, The same ratio grows 80.6% , the delivery number of times achieved 132,1883 times, the same ratio grows 27.6% . And in at the same time, China television media advertisement delivery rate of increment is only 17%, The flat media advertisement delivery rate of increment is only 8%, the outdoors media already became actively, develops one of swiftest most and violent media.            (Source: http://www.ctrmi.com/CTRMI.Net/)

Outdoors Advertisements of the Top Five Brands

In 2004 the first half year came from the different profession altogether 16700 brands to put in the advertisement in the outdoors media, to in 2005 the first half year, this number increased to 24000, this interpretation of data more and more many advertisement host approval outdoors advertisement, On the other hand also verifies the outdoors advertisement market competition to become more and more intense and complex. (Source: http://www.ctrmi.com/CTRMI.Net/)

In 2004 outdoors advertisement first 5 big brands, its leading position not how many changes. Chinese telecommunication, China mobile communication, China Netcom and China Unicom, in 2005 the outdoors advertisement delivery first four positions in a hierarchy still are hold by these posts and telecommunications communication industry giant. The delivery ranking first 5 only changes are in 2004 the first half year place 5th Chinese Industry and commerce Bank, is come from in 2005 the financial insurance business businessmen are invited to open companies bank to substitute similarly.

Businessmen are also invited to open companies bank in 2004 first half year outdoors advertisement delivery number of times only then 7755 times, is situated sixth, to in 2005 first half year, Businessmen are invited to open companies bank outdoors advertisement put in increased 42% large scale, The delivery number of times achieves 11020 times, the outdoors advertisement delivery situation is also reflecting the posts and telecommunications communication profession, Specially between each telecommunication operation business competition intense degree.
Three Major Challenges

As a result of outdoors media advertisement carrier diversification, moreover the outdoors advertisement development history is extremely short, the outdoors advertisement swift and violent development hidden covers in the such short time many is letting the hidden danger which the human worried. Moreover, a factor may divide into exterior factor and the profession interior factor two kinds. From a long-range point of view remote looked that, these factors do not solve, it’s can affect the outdoors advertisement the development.

The outdoors advertisement position auction increases the outdoors advertisement cost.
The manifold principle does not favor the outdoors advertising industry long-term development.
The outdoors advertisement profession must be connected urgently research

(Source: http://www.ctrmi.com/CTRMI.Net/)

Design Localization
In an article published on the Internet on 3^rd of May 2005 (source: http://dolcn.com)
Wang Jin Hua explained that:

Expense localization

The expense community locates the outdoors advertisement issue concentrates frequently in some expense community relative centralism land sector, Needs to understand the expense community esthetically, the age lamination, the expense standard and so on, Investigates the information audience’s psychological demand and the visual feeling.

Expense trend localization

The one of successful design work, the induced body appears certain cultural property. Many successful outdoor advertisements design, it’s precisely the source in to the cultural connotation defined understanding, guides a health, the upward expense idea positively, advertisement shouldn’t be the pure functionality sells own product.

2. Region localization
The outdoors advertisement design and the placement needs to consider fully the different region expense crowd with likes esthetically

3. Quality localization
The different commodity must have the different design localization, It mainly the   market environment, the market mechanism is developed whether perfectly, People’s expense values and esthetic consciousness, as well as between enterprise product itself relations quality service and expense stratification plane and so on many factor limits, Drives the advantage fault, causes their product to turn towards, the high quality, the standardized service high grade, speaks the good faith the goal to make great strides forward.

4. Creativity localization
The creativity design is expresses conceptually the outdoors advertisement localization, Displays the advertisement through the special form the subject, has the reality and the emotion connotation design graph, The creativity design is unceasingly to the thought culture innovation, The creativity must manifest the humanities spirit, manifest the cultural property.
The outdoors advertisement design creativity must have the defined symbolic form, Transforms the sales language as the graphical language, and esthetic connotation and extension.

The outdoors advertisement creativity design must pass through the visual image throughout the standardization, the systematization; Enable it to have concise and the accurate visual characteristic, The systematized design is advantageous to the enterprise in the marketing process, on macroscopic whole foreign dissemination, Before big change promotion enterprise present situation. Becomes aware with the aid of the people to the traditional culture understanding and to the new life feeling, the outdoors advertisement will certainly by brand-new and the rich appearance, serves in the populous.

RECOMMENDATION FOR IMPROVEMENTS

If talk about advertisement in China, it’s necessary from history of China advertisement to talk. China has a long history with advertisement. “China ancient commerce advertisement gave birth to Eolithic disaggregating; the slavery appears the initial period, has the productive forces enhancement, social division of labor appearance thus appears commodity production and the exchange of goods advertising is the most direct causes.” Original advertising patterns are “physical and verbal offer display advertising” (“China Ancient times Commercial advertising History” Editor: Yang Haijun Henan University Press in November 2005) After this the most simple and primitive advertisement appearance, it has lasted thousands of years of ancient Chinese society.

Until modern society, this kind of simple exhibition demonstration prevailed in real life. But outdoors advertisement most predecessor is the cover of the ancient Chinese advertising, “The emergence of cover advertising has the most direct relationship between sources with primitive man totem worship. There are many types of cover advertising; but in summation consists: figure cover, symbol cover and character cover three kinds of basic types.” (“China Ancient times Commercial advertising History” Editor: Yang Haijun Henan University Press in November 2005) Cover advertising industries with distinct characteristics, it’s the carrier of ancient Chinese folk culture.
Through several millennium evolutions, the family of outdoor advertisement has grown stronger, there are types of outdoor advertisement: bus body advertisement, bus billboards, subway station billboards, street bench advertising, The three-dimensional billboard in airport, automatic turnover over the three face billboards, large wall advertising and new appearance scrolling panel. Walk on the streets in the city, every time are feeling the outdoor advertisement made a share of the tranquil quiet and elegant for us. Everywhere neon tube with blazing with colors in the night, entire cities was made up the very fine. All of these we are ignore them live that might be we known them so much.

Therefore, the prosperity of outdoors advertisement market not only has led the correlation profession development, but also with our lives as film hero, that already became a part of our lives.

The dissemination environment more and more complicated, and increasingly fierce market competition. The advance of outdoors advertisement was appearing. The more advertisement host prefer to outdoors advertisement. In this high information transform modern society, there are many dissemination media had dropped disseminate effect. But outdoor advertising can penetrate people’s living environment, using innovative visual symbols arouse people’s inner aesthetic delight. Thus made targets to receive information from outdoors advertisement. It is publicity products more effective. There fore many company made outdoor advertisement to major tool to propaganda their products.

Although outdoors advertisement was developing vigorous, in this market still has some deficiency.

Several companies ambitious visual effects scenes for advertising when they asked advertising company: Chinese enterprises after market economy develop period, for the vision of a better future, and wish the advertising should has a great effect. There fore, when the advertising company has done some advertisement always have yellow river, the great wall and the rainbow in the sky, some scene of imposing manner like rainbow.
Chase big advertisement company: This is a information age. So many big companies want have advertisement. So they always found the big advertisement company. They think all of the good advertisement is from the big advertisement company. But they do not know everyone have good idea. The advertisement is from the good idea. So every advertisement company has the chance to do a good advertisement. there fore you must choose a suitable advertisement company to do your advertisement. For example the Pepsi Cola always found big advertisement company. Because they know that they have a lot of money. They can employment a lot of super star. But some times ago Pepsi Cola organized a Creative Competition. Why did they to do it? I think they must be to know they should not always chase big advertisement company.
Believe super star: I talk about a example at last point. The Pepsi Cola always found big advertisement company and employment a lot of super star. I think this is not a good thing. Because is not every one like the super star. Maybe some one hates your super star. So they will be do not like your product. There fore you must to know the advertisement is selling the product. It is not sell the super star. May be this is a plan. But so many companies’ use this plan. So you must have some new plan. You can not always find new super star. For example NIKE Company is a very big company. They have so many good advertisements. For example “just do it” is very popular. But they are not employment the super star.
Chase big coal Sports: This is a big problem. Because so many companies think the big coal sports will help them to keep more and more customer. Yes, they can. But you forget some thing. This thing is calculation. A big coal sports need a lot of money. Maybe you change another advertisement, the effect is same. For example the outdoor advertisement is a good form. Because always have so many person can see your advertisement.
Expect celebrities creative: There are lots of company wants expect some celebrities creative. I think this is not very good. Because the celebrities have some experience. But may be they do not have so many good ideas. Of course the celebrity is very expansive. This is another problem. So many advertisement is form little boy or student.
Become cheaper: Many small companies do not have much money. They want to save money and choice a cheaper advertisement. But they do not know do not to do the advertisement is better than to do a cheaper advertisement. Because the cheaper advertisement will tell your customer your product will is not very good. For example so many flyers are very crude. When you saw the flyers. You must think that not a good company. Absolutely their product is bad product.
Believe Advertising myths: Several businessmen believe advertising myths. Because they saw some advertisings myth’s Success. So they want the advertisement can help them to get rich at one night. This is a daydream. Because maybe an advertising myths is form a lot of advertisement. So you shouldn’t think about you have this chance. So get up with your daydream. So the advertisement can not to do anything. A good company needs good Management. Good Communication. Good chance. Good product. So do not think you can be rich at one night. This is just a daydream.

Design main point of Outdoors advertisement

Your advertisements need to use the unique design. Because your advertising want show your customer about your project when you have a good idea about the advertisement. The advertising can help your customer to know your product, the advertisement can help you promotion your product. The outdoor advertisement is Unique and the form is novel. So I have 5 point about the Design main point of Outdoors advertisement

Distinctive quality: A good Creativity must have human nature. But I think the Distinctive quality also important. The outdoors advertisement is at the outside. If you went to the outside. May be you could saw some business information on here. So the outdoor advertisement must think about 3 point. They are distance、angle of view and Environment. For example: “you can easy to see an outdoor advertisement at a big square. Because its location where far from your position 10 meter and under your heat 5 meter.” (“Advertisement design basic” Editor: Lu Xiaoyan, Ding Jianhui Zhejiang university press November 2003) So we can to know the distance、angle of view and environment is very important.
Prompt: Your Goal is person. The person is mobile. So you must think about the time and place when the person after your outdoor advertisement. If your advertisement very troublesome. The person will do not accepts. So your advertisement must have succinct and prompt. It likes this you will attraction a lot of customer. So the picture is first. The word is second.
Succinct: The succinct is an important Principle of outdoor advertisement. All of your advertisement should be succinct. A succinct advertisement can help you keep more and more customer. Because your customer can have so many mind form your advertisement.
Plan: A successful outdoors advertisement has perfect plan is necessary as same as common advertising. The advertising designer must have a exactly goal and advertising strategy, otherwise advertising design known direction would lose known direction. Before designer designing advertising is necessary that first conducting market surveys, from that basic to plan detail. Once the advertising shows on society, not only advance in business, but also advance people’s mind, so, the designer must have responsible for the project, make the project has positive message.
Design graphic and manuscript fit able: In the outdoors advertisement designing, each designer should to know graphic is the most attraction for targets. The graphic commonly put it in the middle of advertising, in order to direct targets read advertising more. In addition to design graphic, there must be some manuscript in advertising so that manifesting its usability and dissemination. A perfect manuscript could focus the advertising. The manuscript should be simple and powerful. Because targets are flow, there is no enough time to read. There fore topic in the advertising shouldn’t more than 10 worlds is better.

CONCLUSION
Advertising is a kind of permeate through mentality. Whether if advertising can make targets have an enthusiastic mentality, it’s most direct to between advertising’s connotations and customer’s emotion better to melt together. David. Oglivy from America in “An Advertiser’ s Confession” said, “ …a perfect advertising is do not need attended by people that can promote the sale of products to people already.” “ Advertising should make targets focus product, targets shouldn’t said ‘how good an advertising.’ Should said ‘I never heard this kind of advertising, I wanna buy it and try.’ ” There fore when advertiser design some advertising the major point is using advertising help company how to sell their products better.

In this marketing with keen product competition, there is no company can disregard the power of advertising. “Advertising for commercial the same to vapourer for industry, it’s the only motive force, except a produce money factory, no one can not counting on advertisement earn money.” (Thomas. Malcoly 托马斯。麦考利 England) Because of that most advertising customers they want to have a perfect advertising. This thought all of customer has it, but there is a special case in china advertisement marketing. The customer cannot communicate treat as equals with advertiser. They thought they work on sell for 20 years; they thought they are customer; manager of communication; manager of sell; chief; CEO; so, they though they should well know targets better than you, they also they are god of aesthetic appreciation because of they have experience of life for several decades. They pay for the money, so they are the “boss”. The best design advertising background is building up advertiser and the customer good and equal to communication. That always need advertiser successful than the customer, or rich, high rank than the customer. If like that whoever want to be an advertiser! In this kind of Chinese special case advertisement marketing, advertiser always designing in a strange rule from the customers. Therefore, a good advertising might be destroying by some customer’s hope to have a perfect advertising.

Now, there is one of reason why Chinese advertisement common lever not to high. That is the designer’s source. Now, Chinese education system isn’t faultless enough. Most of head of a family and students thought only go into university and study to technology or business is real successful way for future; only study bad students learn to art and go into Art College. In fact, that is true, most of bad students go into Art College, might be the reason is Art college’s score of enroll was lowest. In here, I mean is not to say that study bad students couldn’t did well in art, I just want to talk to our head of a family’s consciousness, the society’s consciousness, and education’s consciousness lead to Chinese designer source’s dull.

An artist or designer who is human soul embody, they are made human mind world show on reality life by various sorts of media, let people feeling beautiful from that. In this developed society with diversify; most of people’s consciousness to art students should be change. That is necessary for developing Chinese design.

China has a huge marking for outdoors advertisement; outdoors advertisement has a long road to get adult. Now, it has many disadvantage and many things need to learn.
After all, China is a developing country, it only use 10 years walked along developed country 50 years. There should be something wrong due to those 10 years. Each Chinese believe that China will catch developed country in shot future.

BIBLIOGRAPHY

Web page
1. Challenge the status quo and outdoors advertising (2006) Media intelligence   Available from: http://www.ctrmi.com/CTRMI.Net/
   [Accessed: 27^th July 2006]
2. On outdoors advertising design and positioning of mine (2005) Graphic design       online
     Available from: http://dolcn.com/data/cns_1/article_31/paper_311/pgra_3112/2005-05/1115134371.html
     [Accessed: 24^th July 2006]
3. Chinese outdoor advertising industry micro-ecological survey Analysis and
    Lessons (2005) New media
     Available from: http://news.xinhuanet.com/newmedia/2005-07/11/content_3204866.htm
[Accessed: 5^th August 2006]
4. Chinese outdoor advertising prospects look (2004) BoRui management online
    Available from: http://www.boraid.com/darticle3/printList.asp?id=20925
[Accessed: 5^th August 2006]

Book
5. Lu Xiaoyan, Ding Jianhui (2003) Advertisement design basic
    Zhejiang university press
6. Yang Haijun (2005) China Ancient times Commercial advertising History
Henan University Press
7. Liu Shiying (2005) Advertising cannot do everything
    China time business press
8. Li Shiding , Sha Zhongyi (2005) Advertising Art
    South daily press
9. Wang Ding , Zhang Liping (2002) Chinese advertising trends
    East People’s Publishing House
10. Li Zeming (2005) Advertisement aesthetic research

HeFei Industrial University Press

August 29, 2006. Category: Uncategorized. 1 Comment.

A Comparative Study on China and Western Education Model by Anne Liu Shu Yu

INTRODUCTION

China is has historical of long standing in the country, the education is very famous. Like Confucius, he has some contributions with the China’s education; he set up the education method in the education basic. He teaches the different student though the different method, so, his taught some good students in history.

Now，has many people set up the personal school and the international college in China. Like our college is an international college. We can accept the different some educations in our international college. We receive the education is not the original that kind of Chinese tradition education. We have more and more freedoms and the less limited in here.

The China education and the west education have some difference, likes the culture, the music, the education system, the diet and the others all has some differences.

For example, China’s high level college is like the government, like the enterprise and like the society. Professor can not the very good display function in this high school, the teacher don’t only takes the base salary form the government, but also has each department income, teacher’s own get income and the other income, so the college and the teacher are though the different method make money at now. Principal is the biggest leader in the college. Principal can manages something and the highest power in the school, but the college is no change.

Has the very big difference in the western universities’ education system than the Chinese education, the western university does not grade; professor can do something, the professor can get the best bring out their effect in here. In the western universities, the principal’s main energy is improve teaching the quality and develop the technicality, but is does not use in no sense things.

In university’s the most basic nature is the learning, how keep a university the good college personal station and the independent college natural disposition, this question is very important in the current China university.

The different area and the different culture have formed the different education method. China is has the tradition education method county. The western person key point which takes an exam the education system and the west is different raises a person’s individual ability quality. Now China’s education policy is “the education for all-around development”. Thought personal character all-around development all things in education improve people; improve the scientific culture and the body, in the heart skill. The people improve the ability sends the long elementary education. This Chinese education method has the very big change in the surface, but in some college, have some students think the test result is very important in college. Teacher does not stop the test; the student does not stop study, all people regards as matter of primary importance is the test result.

I write this article mainly is through the Chinese and the west culture, the education, the etiquette and other point’s difference explained Chinese the education also has very many places to need to improve, but in this time improvement, we can not be only the change the surface, but also change the fact thing is very important. By way of the Chinese people, you must study western the development individual strong point, raises individual ability, must abandon the Chinese tradition the thought, accepts some new things. Changes Chinese’s thought, lets them understand the western new thing. Like this, the China can be development more and more.

The main objective of the paper is introducing the education between the overseas and the Chinese difference. Through Chinese and the western education compare, explain Chinese traditional education backwardness and is not improving our country education, the western education also has not the good aspect, but we must study the aspect which the west good educates. Like this, our country education can be development better and better.

REVIEW OF LITERATURE

China’s education method:

Several millenniums Chinese cultures all were take an exam the education. The ancient time exam is also very troublesome. If some people want become a good leader, the people must pass some exam in this time. Some people all life is study and take exam. Each kind of official also wanted to pass the exam, only then could succeed, so Fan Jin success was joke. So-called takes an exam the education is for the education which take an exam develops.

Several millenniums have passed; our country culture is traditional education yet. Teachers teach, the student records, the back, copies, students know the things from the teachers teach. The students don’t know the some thing, because the teacher doesn’t teach. Teacher, student and the students’ parents in order to get the result in the exam, they usually use the study method is the repetition exercise, for take a test the teaching method which studies at now. Caused the student to lose has sought the knowledge on own initiative the ability; let the student lose the study pleasure. The students’ exam around and how to teach the students is provide in the program of instruction. The program decided the teacher did want to teach students and teach any things, so the student’s study thing is very small. Therefore the teaching system is limited in student’s destiny.

They learn something from the book knowledge that can true care and have to be able to utilize during the life and the work? When the student we leave the school front door time. If a school has a good reputation, the school must have some good students and proportion of students entering schools of a higher grade in school. The school fame is deciding teacher’s welfare treatment. This question is not teacher wrong.

Has some educates’ people is advocate takes an exam the education at now, but the present people can see our country education, our country educates can not teach a talent that has the good moral and a good creativity genuine. Our country educational department’s officials are should consider any type education only then adapts our country education. We not only must train a good person, but also must train a useful good person. If we can not adapt present this society, can lower the head in no way to this society, we must change our country education.
(Source:http://bbs.qq.com/cgi-bin/bbs/show/content?groupid=101:10008&messageid=217347&gpc=0&ggpc=0）

On-line have some people are discuss the issue which China educates yet:
China’s education has the certain limitation; it has not given the student the too many development advantage. This behind is the China feudal society, so we want to change this advantage, we need the quite long time, our country is diligently change this education way. The overseas education has the good advantage, but the overseas education has some thing don fit our country national condition.（Source:http://zhidao.baidu.com/question/6387941.html）

Western education method:

Some life the overseas Chinese people, they also keep the China traditional culture. They hope own child will have a better status and the achievement in the society in future. They though the western educate is very and don’t fit the teach child in middle schools, because they thought the teacher requests the standard is very low to the child, some people is play in small child time, the China teacher is better than western teacher. The teacher can say: these Chinese children how work hard, academic record how excellent, should give the children more pleasure, the parents small is wrong to the child should take it easy. When the child parents bring some question with the child teacher. The child grows up which in here always does not fill to Chinese guardian’s each kind of pressure, sends out protested: don’t push me!

The children education is important the western people think, in this education the western have some talented. If this kind of education is unreasonable, this education is not keep in today. Opposition, develop the students creativity and the imagination are very important in teaching process. In the learn content, the teacher think the gym and the aesthetics are important. The teacher can though the different students teach the different knowledge. Understand each student’s needs, like this; the teacher can understand the student likely.

If you carefully observe, you can discover the western people will set up a goal in doing something before. Then they will accord this goal to make the things. The different goal has the different request. Pay strives and works are different, but the people will finish own set up the goal; they can get the good commending.（Source:http://www.51qiantu.com/content/articleview.asp?channelid=6&articleid=710）

The western nation family average income better than the Chinese, but the western child’s pocket money is very little. The take reward child’s method is not pocket money. They diligently study completely are for own future. This is taught the child understand goal.（Source: http://www.zcwx.net/Servise/xuexiao/show.asp?id=297）

Broadly speaking that, the students to learn the independent thinking, the independent life ability, trains the student to the ability, with ponder question custom and method are very important in western education. Like this study method has truly raised student’s individual abilities, but this study method has some disadvantage; the student elementary knowledge is not solid, disposition laissez faire.
（Source:http://bbs.qq.com/cgi-bin/bbs/show/content?groupid=121:11199&messageid=4488&gpc=0&ggpc=0）

By the developing of human society, the education receives people’s attention more and more. Because this not only is representing a national civilized degree, but also is deciding the national development. China’s education and the western education has some different, but each people all have the different study method, Key lies in facing the different form education, all people must have own study method.

Some people use the western education, he can the individuality make widely known, dare to challenge. However the others people like Chinese the education method. Chooses one kind of the fit own study method, how therefore no matter, all may succeed, the key lies in own level of effort. In my opinion, the Chinese education and the western education is better, the people is the success factor, is not the study method.

China’s education method and Western education method are the different:

By the developing of society, the education receives people’s attention more and more. In the world has some countries all are discussing the other national educations’ advantage, makes up oneself country education the insufficiency. Our country is finding the good education. The Chinese education and the western education is some different. The western education has some advantage, but the western education has some disadvantage.

In curriculum aspect:

In curriculum aspect: The Chinese college think the knowledge the depth is very important, middle school’s think the test is important, but the western college think the raises student’s individual ability is very important. Teaches the aspect in the school, the middle school to the folk remedy teaches primarily, teaches the student is the memory elementary knowledge, but in the western school classroom is the two-method exchange, a knowledge show is develops student’s free imagination ability. China’s test review is the some question with the students, but is by expands the reading quantity to help the student to understand and to grasp the knowledge in western college.

Treatment knowledge attitude aspect:

Treatment knowledge attitude aspect: China’s students active absorb the knowledge from some place, but the western student is not believing the teacher teach knowledge. Regarding the student ability, the Chinese students’ bases own the experience do thing, but the western student has the challenge and the creativity. China’s parents think the test is the most important. There are some parents own teach the child study, but the western parents think the study is very important, yet. The western parents think the students’ extracurricular practice curriculum very much than the Chinese, the western parents are a little teaching own child in study aspect.
（Source :http://www.tianxinedu.com/Information.aspx?ID=11810）　

Home education method:

The three generations under the same roof family although has the very big change in Chinese, but such family has very many, the grandparents teach the grandson, this education is exist. The young parents, has some people because go abroad, do business or rush about for the own enterprise, so they child is life they grandfather home, so forms has separated the generation of home education. In this kind of education, the old person think the child’s education is not important, old person’s culture is low, the thought is old, therefore they give the child some lovely in children time, so the child has some not good customs, but in the west, does not have such education, the old person is cannot help own children to look after them the child. Therefore in the west, the old person is not attitude education, the children all are personally foster and the education by theirs parents. Looked like in them that, child the loving care more future bearing capacity which obtained in the childhood is worse.
(Source:http://www.bigyuwen.com/www/jstd/2005-12-27/1135625552d84255.html)

RECOMMENDATIONS FOR CHANGE

By the developing of society, the education receives people’s attention more and more. Some people think the western education is better than the Chinese education, but the Chinese and the westerns’ culture and the others the different, so the education is different. Chinese has some method is not understand the western education.

Has some people think the western student’s work are very few, is very relaxed in school at now. Very many student parents thought the western teacher to student’s request is very low, the students is very relaxed in the class. The school request the student is find the question, pondered the question and simultaneously solves the question is ability though in the study process. Command this kind of ability is very important, responds several questions with them is the same.

The western education has very many advantage, also has some many disadvantage, China’s education also has some advantage, the Chinese should not the blind utilization western education educate the student. In China, had some students early already to be used to it China’s this tradition education, if changed into western the education method, could have very many students not to be able to adapt.

Before long time, the Confucius is the best educationalist in China, he side: Must according to student’s different hobby, the interest, understood each student’s psychology, and teaches them the different knowledge. If, you are a teacher, teaches thing which the student learns from them not to like, they can not learn, because they do not like does the thing how possibly attentively study.

Confucius has made some contributions for our country education, he is a very good teacher, and makes teacher’s time, he requests own student must silently study the knowledge time not to feel was sick of, teaches the person the knowledge the time does not feel weary, besides these three, my anything does not understand, anything does not have. This is Confucius had said in , he believed, only like this study, you can better study. (Source: Nan Huaijin 312,313)

If you are a student, you must have a fit own study method, had unceasingly to review before in the study process has studied the knowledge, prepared a lesson the new knowledge, such you were allowed to study are very good. Some students are study in your study times, if you do not have to suit own study method, some people is catch up you is very easy. Therefore Confucius education method is very good. The people can use the education method which teaches students in accordance with their aptitude education the student in very early before tell us this education method.

So, education is not the strong person be difficult, the education is respect the student the individuality development, must also give the authority which the student independently chooses, must let the student experience meets the needs the pleasure. When does the teacher no longer force all no matter is the student which likes, wanting, all rushes that identical goal, all crowded that identical place single-plank bridge, when was that the education for all-around development spring approaches.（Source: 《China education news paper》10.5.2002 4^th edition）

CONCLUSION

The talented is development of national and the society progresses is the most strength, expands our country talented person term is the national powerful primary factor. Therefore our country is changing our country education method. I did not mean western the education method is bad, is the western and our country has some difference in the culture and other aspects. If you are a Chinese educational leadership, you should not on the western education method complete utilization China’s education. Our country only use the western good education is ok.

In the some aspects, China’s education has some advantage. If China can use the western education’s advantage, let Chinese the education and the western education unifies, such can be better. China’s students can learn the independent thinking in this education method and raises the student found the problem and solves the question ability.

Through the Chinese education method and the western education method contrast, lets us know the western education has some advantage and some disadvantage at now. Has some Chinese think the western education is better than the China’s education, but, China’s education has some advantage is worth the western person studying. Like Confucius in very early before proposes the education method which
teaches students in accordance with their aptitude。The western person continuously all is utilizing Confucius this education method.

The Chinese should be let the student foster the independent study the good habit, Changes original that kind of the teacher how to teach, the student study any teaching method. Let the student know the study is importance, raises the student own quality. China’s education also has very many insufficiencies. Our country want to change this education method, is need to embark from the reality. Do not be only the superficial change, wants actual change our country the education.

Through the above article, may let us know the western education difference. Each place all is because of the culture and other differences, therefore the education way is not same. But the globalization development urges us all mutual to dissolve the different characteristic gathers. I believed will certainly along with the Chinese economy development our country education to unfold historical the newest chapter.

BIBLIOGRAPHY

Nan Huaijin, (1990) Confucian analects, Fu Dan college publishing
[Accessed 10 August, 2006]

（10.5.2002）China education newspaper, 4^th edition, China education newspaper publishing
[Accessed 10 August, 2006]

1)Shan Hu，everybody comes the idea to change Chinese the education way,
http://bbs.qq.com/cgi-bin/bbs/show/content?groupid=101:10008&messageid=217347&gpc=0&ggpc=0

2) http://zhidao.baidu.com/question/6387941.html
[Accessed 14July, 2006]

3) Shang Hong, Understand the western education: Respects the person the wish (14January, 2003)
http://www.51qiantu.com/content/articleview.asp?channelid=6&articleid=710

4) The western and China education difference (22May, 2006)
http://bbs.qq.com/cgi-bin/bbs/show/content?groupid=121:11199&messageid=4488&gpc=0&ggpc=0
[Accessed 19July, 2006]

5) http://www.tianxinedu.com/Information.aspx?ID=11810
[Accessed 28July, 2006]
6) The western education certain difference phenomena (27December, 2005)
http://www.bigyuwen.com/www/jstd/2005-12-27/1135625552d84255.html
[Accessed 4August, 2006]

August 29, 2006. Category: Uncategorized. No Comments.

Real Estate Development in Changchun by Anney Kong Qing Qing

INTRODUCTION

Changchun City was built in 1800, and it was a special city, then it was the center in Jilin Province in 1954, and it’s the center for politics, economy, and culture. The location is predominant, the natural resource is luxuriant. The whole city acreages are 20571sq.km. There are six areas, they are: Chaoyang, Nanguan, Kuancheng, Erdao, Liuyuan, Shuangyang, there are three prefecture cities, they are: Yushu, Jiutai, and Dehui, and there is the Nongan County. There are 38 nationalities, like Han, Man, Hui, Zhuang, Korea, Mongolia, Xibo, and so on.

Changchun is the Car City, is an important foodstuff base, and is a technology and culture city. So it’s the undulation of realty can influence the whole Jilin Province.

There is an external periodic fluctuant phenomenon when the realty is developing, in general, the realty cycle is the realty economical level fluctuant undulation, and is the economic phenomena of cyclical circulation. On the one hand, there is the different characteristic in the realty undulation, always exists obviously similarity, this orderly industrial undulation had reflected the realty economical undulation similarity and regularity, even in the realty operating process, the expansion which the realty economical level can show are the presents and contracts, and they appeared alternately. On the other hand, although the realty undulation in the margin of fluctuation, and the vibration frequency, had the obvious difference, each characteristic of the realty in essentially also is same; all displays the similar periodicity to fluctuate, the duplicated reappearance.

The main objective is to analysis realty cycle undulation, is helpful to instructs the realty in the practice and the correlation service to develop. The realty is a core business in various commercial banks, so the housing is the competitive focal point for commercial banks. Therefore, we develop to research the realty cycle undulation, through the data analysis and the comparative analysis, may understand the development condition of our country realty, will forecast the next development tendency.
REVIEW OF LITERATURE

The realty cycle has 5 stages; the undulation factor of each stage has the difference: (Stephen A.Pyhrr)
1.         The first stage, the unemployment rate is high, the economic system presents the outstretched aspect, the government implements the outstretched and macroscopically financial policy, at the same time adopts the moderate inflation, the mortgage loan rate is low, the population and the family scale increases, but the receive also assumes the increase tendency.
2.         The second stage, the realty transaction tends to actively, the house price is rising, the cost is increase, the house selling is good, the investment and the speculator enter to the market, the mortgage loan rate is reduce, thus causes the house demand to expand, the house supplies need to enhance to satisfy the unceasing demand.
3.         The third stage, the realty demand starts to increase, but because of the developer investments to construct the house to create the supplies too much, the realty market tends to saturated, the fact of stores goods with the vacancy starts to increase, the investment profit is drop, at the same time the macroscopic economical aspect also appears the inflation is rise fast, the interest rate is rise, the loan is difficult, the house price starts to drop.
4.         The fourth stage, the realty tends to stable, the house selling is difficulty, and the vacancy rate is rise.
5.         The fifth stage, the macroscopic economic tends to stable, the unemployment rate is increasing, and causes the real income because of the inflation to drop, credit is squeezing, the rate is rise, then the realty cycle undulation is drop.

Looked from the deal price, in the first half year, the price of the increasing of house transaction is 2219.9RMB/square meters, the increasing of house deal is 2104.5RMB/ square meters, the price of commodity apartment deal is 2337.5 RMB/square meters, the commodity housing deal is 2209.8 RMB/square meters, the commodity non- housing deal is 3273.9 RMB/square meters, the economy is suitable the room to deal is 1641.5 RMB/square meters, the storage quantity house deal price is 1387.2 RMB/square meter, the storage quantity housing deal price is 1288.6 RMB/square meters. (Source:http://www.jilin.cei.gov.cn/content.jsp?id=9746&catalogID=1)

Looked from the total quantity of transaction, in the first half year, the real estate transfer to deal 21,330 sets, the deal area is 2.141 million square meters, with the same ratio increases 0.7 square meters, with compares micro rises 0.3%; The deal amount is 4.11 billion RMB, with the same ratio reduces 0.9 million RMB, with the same ratio drops 2.2%. Source IBID)

According to the above data, the Changchun does some analysis:

The first one is the commodity apartment supply structure tends to reasonably; the house price still had the rise space.

In the first half year, the area for the Changchun commodity apartment can sells was 2.419 million square meters, include: housing was 2.057 million square meters. According to different wrap newly built commodity housing supply structure analysis: 90 square meters below center small families account for the total quantity 19.1%, enhanced 3.8%, 90-144 square meter compared to the last time accounts for the total quantity 55.9%, enhanced 3.8 percentage points compared to the last time, but 144 square meter above big household accounted for the total quantity 25%, dropped 7.3 percentage points compared to the last time.

Result demonstration that, The Changchun authorization sells in advance the ordinary commodity housing has accounted for the total quantity 2/3, the high-grade merchandise housing only accounts for the total quantity 1/3. Showing at present the Changchun commodity housing supply structure tends to reasonably. Source IBID)

According to different price position newly built commodity apartment supply structure analysis: The house price in 2,000 Yuan/square meter below housing accounts for the total quantity 31.4%, dropped 6.1 percentage points compared to the last time; 2000-3000 Yuan/square meter housing accounts for the total quantity 51.9%, enhanced 4.6 percentage points compared to the last time; 3,000 Yuan/square meter above housing account for the total quantity 16.7%, enhanced 1.5 percentage points compared to the last time. Source IBID)

The explanation could be that the authorization sells in advance the commodity housing the price position center of gravity to move in on, the first half year, the Changchun authorization sells in advance the commodity housing even price 2550.5 Yuan/square meters, explained in a nearly year, the Changchun commodity home price also has 20% to rise spatially，From now on will live the house price tendency rising:, the small scope will rise. Source IBID)
、
Second, the accumulation may sell the room source sufficiently up to the first half year, Changchun accumulates may sell the commodity apartment 2.73 million square meters. Among: The housing 2.451 million square meters, in the accumulation may in the seller housing: 90 square meters below center small families account for the total quantity 15.8%, dropped 4.3 percentage points compared to the last time; 90-144 square meter center household accounts for the total quantity 52.3%, dropped 7.1 percentage points compared to the last time; But 144 square meter above big household accounts for the total quantity 31.9%, enhanced 11.4 percentage points compared to the last time.

This indicated that, Center the small family ordinary commodity housing sale tends to exuberantly, the big household upscale housing tendency reduces palely.

The third is the increase room transaction is exuberant, business volume large scale growth first half year, Changchun increase house deal cycle of songs 12,720 sets, deal area 1.373 million square meters. The same ratio increases 324,000 square meters, the same ratio grows 30.9%. The average deal price is 2,220 Yuan/square meters, with is more impartial than. The deal amount is 3.05 billion Yuan, the same ratio increases 710 million Yuan, and the same ratio grows 30.3%. Among: The housing deal cycle of songs is 11,654 sets; The deal area is 1.235 million square meters, the same ratio increases 277,000 square meters, the same ratio grows 28.9%; The deal amount is 2.6 billion Yuan, the same ratio increases 620 million Yuan, the same ratio grows 31.4%. The average deal price is 2104.5 Yuan/square meters; the same ratio grows 2%. The house price trend is steady. Source IBID)

Based on early this year Changchun real estate market statistical analysis, the Changchun forecast that:

First is the market supply and demand total quantity basic balance, for is bigger than the trend which asks, the land supply, the room source supply extremely is all sufficient; Second, in the increase the small family, center the low end housing proportion unceasingly increases, the market supplies structure hastens the reasonable trend; the third is the trend which the house price assumes steadily

First , looked from the deal region arrangement that: the green garden, Chaoyang, Nanguan, Erdao, Kuancheng, and Shuangyang the discrimination do not account for the transaction total quantity 25.9%, 24.3%, 23.1%, 18.3%, 5.3%, 3.1%.

Explained: The green garden, Chaoyang, and Nanguan area still was the active region which the resident which want to buy housing. Source IBID)

Second, looked from the deal price sector: 1,000 RMB/square meter below prices positions account for the transaction total quantity 5.7%; 1000-1500 RMB/square price of rice position accounts for the transaction total quantity 20.8%; 1500-2000 RMB/square price of rice position accounts for the transaction total quantity 32.3%; 2000-2500 RMB/square price of rice position accounts for the transaction total quantity 16%; 2500-3000 RMB/square price of rice position accounts for the transaction total quantity 8.8%; 3,000 RMB/square meter above price position accounts for the transaction total quantity 16.5%. Source IBID)

Explained 2,000 RMB/square meter below the price position accounts for the transaction total quantity 58.8%, the increase housing finalized a deal the even price is 2104.5 RMB/square meters, is lower than finalized a deal the even price increase housing to account for the total quantity 62%, is higher than finalized a deal the even price increase housing to account for the total quantity 38%. In the explanation deal price position sector moves, therefore, the average deal price index rises 1.9 percentage points. The statistical result showed that, Center the low end housing receives very much in the market welcome.

Third, looked from the deal household: below 90 square meters accounts for the transaction total quantity 28%; 90-144 square meter accounts for the transaction total quantity 47.6%; Above 144 square meters accounts for the transaction total quantity 24.4%.

The statistical result showed that, Center the small family is favored the resident, this indicated Changchun to the commodity housing exuberant demand, the Changchun commodity housing supply, the reserve is quite sufficient, the supply and demand total quantity still assumed for is bigger than asks the aspect, thus guaranteed the house price steady trend.

Forth, looked from the deal land sector that: The four levels of land sectors account for the total quantity 32.2%, the five levels of land sectors account for the total quantity 26.4%, the six levels of land sectors account for the transaction total quantity 13.4%, the three levels of land sectors account for the transaction total quantity 10.3%. But one, two levels of land sectors only account for the transaction total quantity 9.9%, three, five, six levels of land sectors account for the transaction total quantity 82.3%. Because the transportation unceasingly facilitates, the common people choose the housing place gradually to be far away the urban center. Source IBID)

Storage quantity housing transaction situation analysis deal region arrangement: The green garden area, Chaoyang District, Nanguan area, Erdao areas, Kuancheng area, and Shuangyang area accounts for the proportion respectively is 31.1%, 24.6%, 18.9%, 12.7%, 10.5%, 2.2%. The green garden area, Chaoyang District, Nanguan area storage quantity room transaction is active. Deal price: 1000-1500 RMB/square meter accounts for the transaction total quantity 43.4%; 1501-2000 RMB/square meter accounts for the transaction total quantity 28%; 1,000 RMB. Below M square meter accounts for the transaction total quantity 15.2%, but is higher than 2,000 RMB/square meter above then only accounts for the transaction total quantity 13.4%, the housing finalized a deal the even price is 1288.6 RMB/square meters is lower than finalized a deal the even price storage quantity housing to occupy the transaction total quantity nearly five tenths. Source IBID)

Household: 60-80 square meter accounted for the transaction total quantity 30.6%, below 60 square meters accounts for the transaction total quantity 24.7%, 80-100 square meter accounts for the transaction total quantity 15.4%, above 100 square meters accounts for the transaction total quantity 29.4%, 80 square meters below center small families is still tight in the second house market.

Deal land sector: Four levels of land sectors account for the transaction total quantity 24.2%; five levels of land sectors account for the transaction total quantity 18.9%; three levels of land sectors account for the transaction total quantity 17.3%. But one, two levels of land sectors only account for the transaction total quantity 22.7%; Third, four, five levels of land sectors are the storage quantity room transaction active land sectors. Source IBID)

RESULTS&DISCUSSIONS

In 35 major cities, Changchun’s house price with is the lowest, is only 1.9%. This rate of increment meant what?

Changchun and Shenyang all are northeast, but why the disparity of house price is so big?

The low price room increases can influence the increase scope

Why the house price of Changchun is low, that’s because of the development pattern was change, the judgments of developer from develop upscale commodity apartment in city center to suburb. In 2004 the development total quantity of Changchun economy house are more than 2.3 million square meters, the area of new economy house is approximately 1.9 million square meters. Moreover, because government has increased the transformation dynamics of shantytown year by year, the house of the middle and low price still will be developed, so the price was pulled lowly, but these can’t influence the sell price of all building. We can see that more the middle and low price was pulled the whole price, and made the whole real estate market show the aspects that supply and demand is prosperous.

The reason for the business volume difference is disparate

Actually, this kind of development phenomenon also similarly exists in Shenyang, but last year Shenyang has completed the sales work of two “5 million”, namely the increase real estate business volume surpasses 5 million square meters, the storage quantity real estate the business volume surpasses 5 million square meters.

Compares with Shenyang, last year the real estate business volume of Changchun increase only was 3.83 million square meters, the business volume of storage quantity is only 1.67 million square meters, differed 4.5 million square meters in the overall. So far, the business volume of Changchun real estate market has surpassed to the last year level, but compares with Shenyang, at least differs 1 million square meters.

If by each square meter 2,500 RMB to commutated, then the house price in Shenyang at least high 500-600 RMB/square meters compared to the Changchun, and in each time the statistical data all is dissimilar, the first third quarter it is possible the middle and high price house sales is better in Shenyang, but in Changchun the demand quantity of the low price house is bigger, this is main reason that the house price disparity so big.
(Source:http://jilin.mofcom.gov.cn/column/print.shtml?/sjshangwudt/200412/20041200008474.com)

Supply and demand decide the price to rise and drop

In addition, there are 7 cities that the price is more than 10%, they are: Nanchang, 23.7%, Shenyang, 16.5%, Chengdu, 15.1%, Shanghai, 14.9%, Tianjin, 12.6%, Xiamen, 11.2%, Fuzhou, 10.5%.

Then, how the land transaction price can influence the house price in Changchun? The height of land transaction price can affect the house price, but the house price deicide to rises or falls by the relation of supply and demand in the market, the type of market decide the house price. At present, the land transaction price and the house price are coordinated basically in Changchun. Therefore, compares with other cities, Changchun’s house price increase scope is not too big. Source IBID)
The house price grows steadily is a good thing.

In the recently years, the real estate market in Changchun throughout is in continues, the health rationally, sends the exhibition period, the house price also all rise small, does not have “the froth”, this is a good thing for the consumers. In the recent ten years, the resident average per person floor space must grow 0.8 -1 square meters in Changchun every year, the developer wants to construct the product will be satisfied, will to be able to use the new material, the new technology certainly, this can bring the development of the cost and the increase. Moreover from the end of last year until now, the raw material is rising continuously; this also will have the influence to the house price, for the completed regarding building of this year, the house price increase scope not too obvious, if the next year raw material price still is high, the house price rise is inevitable.
CONCLUSION
During the process of the writing this paper, people can get some information:

Pays attention one

The house price of Changchun at present is stable the increase scopes of 2.1%, 4.2% and -0.1% can meant what? “This explained the house price of Changchun is stable extremely. Moreover this kind of stabilize in the country appears after to purchase two year in the second house to levy 5.5% business taxes the policies to be stable. But this policy truly shows results the time to be supposed to be 5 years to 8 years.
(Source: http://www.jl.xinhuanet.com/newscenter/2005-07/14/content_4637298.htm)

Pays attention two

The resident questioned the average price of commodity apartment.
The average price of new built commodity apartment of Changchun only has 2510 RMB? Demonstrated according to a real estate profession statistical table at the first quarter of this year in Changchun, we can see, the first quarter of this year, the Nanguan area, the Kuancheng area, Chaoyang District, Erdao areas, and the green garden area, the price of housing finalized a deal respectively is 1850.5 RMB, 3043.4 RMB, 2967.3 RMB, 1942.7 RMB and 1937.8 RMB. But houses quantities between 2,500 RMB to 3,500 RMB in Changchun in the complete house quantity is 26.7%, 3,500 RMB above house quantity occupy the complete house total is 7.8%. Then if the house proportion in Changchun below 1,500 RMB is 34.6%, also will be very difficult to make the house price average value to pull 2,500 RMB in Changchun. Source IBID)

Pays attention three

The house price will rise is the inevitable trend

The price will rise is inevitable trend of the house price in Changchun, the house price rise also is the Changchun economy moves towards the comprehensive opening the symbol, from 2000 to 2004, the total transaction area of street real estate market of Changchun turned 3.26 times. This indicated the future several years, the Changchun resident further will increase to the house demand. Although every year has the massive newly built houses to be completed, but estimate next year the Changchun house supply and demand difference shrinks by this year 1.55 million square meters to 800,000 square meters, to 2007, this kind for will be bigger than the condition which will ask thoroughly to reverse. In 2008 for the condition which will be smaller than asks. Then at that time also will be the start which the Changchun house price climbs.

The author also can provide some suggests when people is considering whether buy house and where is the fitness for them. In this paper we can know the house price must be rise, so some business can buy more houses to do the business, you must make more profit.
Bibliography
Wanglei, 2006, Jilin Economical Information website
Available from: http://www.jilin.cei.gov.cn/content.jsp?id=9746&catalogID=1
[Accessed: 4^th July, 2006]
City Night newspaper 2005
Available from: http://www.jl.xinhuanet.com/newscenter/2005-07/14/content_4637298.htm
[Accessed: 17^th July, 2006]
Jilin Mofcom website 2004
Available from: http://jilin.mofcom.gov.cn/column/print.shtml?/sjshangwudt/200412/20041200008474.com
[Accessed: 24^th July, 2006]

August 29, 2006. Category: Uncategorized. 1 Comment.

Analysis of Haier’s Chinese Management Model by Amelia Sui Yang

INTRODUCTION

Haier Group was founded in 1984, 20-year stability and development has become a high reputation at home and abroad internationalization large enterprise groups. Products from 1984 to the refrigerator with a single white appliances, black appliances, beige home, the door of 96 groups of more than 15.1 thousand standard products and exports to over 160 countries and regions of the world. 2004, Haier global turnover exceeded 100 billion Yuan. 2004,

Haier was the first Chinese most valuable brand, brand values as high as 61.6 billion Yuan. January 31, 2004, the world body to assess the value of one of the top-five brands in the laboratory preparation of the World brand “of the world’s most influential 100 brands,” the report is published, only selected Chinese Haier, ranked No. 95 spaces of the Chinese brands zero breakthrough.

Haier Group to the full implementation of international strategy has established an internationally competitive global network design, procurement networks, creating networks, marketing and service network. 10 existing industrial parks, 30 overseas factories and manufacturing bases overseas design centers 8, marketing station 58,800. In the domestic market, according to Chinese statistics ，Haier is the first Chinese brand name ， Haier in China has reached 21% share of the overall domestic market, significantly ahead of competitors;

Haier in white appliances market in a monopoly situation : Haier white home for 34% market share has been much higher than the internationally recognized line monopoly; small appliances in the market come from behind Haier , Haier small home for 14% market share, has gone beyond the traditional small appliances strong brand and ranks first. In the international market, Haier in many countries occupy one market share.

According to the authoritative consumer market research and analysis of global institutions Euro monitor latest survey, based on turnover statistics, Haier Group is white electrical manufacturers in the global ranks fourth, Haier goal is to become first of the world white household appliances manufacturers.

For 20 years, Haier sincere dedication to the community. Haier accumulated over approximately 13.6 billion totals, about 2 billion of taxes paid in 2004, and the average daily paid 5.5 million Yuan in taxes.

Haier dedication to the community Haier’s management model. The United States has a Harvard University and California, won the International Management Institute, the European Institute of Management in France; Japan Kobe University Business School has a total of seven done 16 cases involving corporate mergers, financial management, and corporate culture all quarters. Switzerland is a fairly special authority for the International Management Institute Haier does market chain in the EU case had been the case. (source: http://www.89mc.com/AN_haier_intro.aspx)

The objective of the paper understands Haier how to success? Analysis Haier’s management model. Through Haier Enterprise management culture analysis the development direction of China’s enterprise management culture direction. Haier appliances from the consumer programmed can be seen, Haier how to create a consumer health, fashion, information everywhere in the U lifestyle. Haier corporate culture from the formation process we can understand its essential character? Through Haier’s quality understand innovative management.
Review of Literature

Explaining Haier innovative management model, it is not difficult to see that Haier to bring innovation management from the ISO9000 standard certification, the National Quality Management Award in the Asia-Pacific Quality Management Award three stages of the evolution process and to bring forward the quality management philosophy.
It has been importing a large number of Chinese enterprises are in the management model, management thinking. Global economic integration, innovation management model for the entire Chinese enterprises presented great challenges.

Chinese Management and its Shortcomings.

First, the Chinese expression for the management of more personal control rather than the rule of law, the specific regulations in the implementation process often differ, resulting in lack of uniformity of business process rules, standardization lower. Secondly, the so-called egalitarian, causing people do not have a strong sense of competition, prevented the enthusiasm of the staff play. Some State enterprises often do not live in a state of immortality.
(Source:http://www.pp-cn.com/paper/guanlilunwen/renliziyuanguanli/)

Chinese enterprises how to do better, and Chinese enterprises where is the direction? We can Haier to analyze.

First, the Haier scored impressive achievements; the fundamental reason is that Haier have a good corporate culture. Secondly, Haier culture in China’s position. Haier cultural significance of the role of the enterprise must not be limited to one or only one economic sector, it should be said that the upgrading of our national culture as a whole provided a good reflection leads. Again, Haier culture is the combination of culture. Haier Group in dealing with transnational competitive relations with other transnational corporations, the emphasis is on their advantage.

Chinese enterprises should be to build a culture with Chinese characteristics based management. Chinese characteristics are reflected in the local market and local talents of a special law. The geographical environment, history and culture, and cultural implications, Chinese enterprises need to shape the management culture with Chinese characteristics.

Building management culture with Chinese characteristics

Chinese characteristics are reflected in the local market and local talents of a special law. The geographical environment, history and culture, and cultural implications, Chinese enterprises need to shape management with Chinese characteristics State enterprises should be to build a culture with Chinese characteristics based management

We can call it “home” culture, the family is broad home. This means small businesses can home, we can refer to this country. The enterprise as a home can be expressed in the enterprise more cohesive. As a “home” cultural significance, the social order is the East than the West is good, the inner motivation of the East economy than Western.

Haier this Connection do very well，Haier enterprise management culture to culture as the core。

Haier enterprise culture

Haier corporate culture is recognized by all staff business leaders’ innovative values.

Haier culture is the core of innovation. It is produced in the course of development and Haier 20 years evolved with the culture system. Haier culture to the concept of innovation in the lead, with innovative strategies for orientation and organizational innovation to protect, to technological innovation as a means to market innovation targeted accompanied by Haier nothing, from small to large, from big to strong, from China to the world, Haier culture itself is also continuous innovation and development. The staff recognized and active participation is the biggest characteristic of Haier culture. (Source:Http://7269520.bokee.com/4627924.html)

Haier has developed so fast because Haier is a whole. It has an innovative enterprise culture and a united leadership. All other enterprises will be to set a good example

Haier cultural entered Harvard forum

March 25, 1998, in the Harvard Business School, class of the Master of Business Administration students is a very warm scene, and we are extremely delighted to meet a strange teacher — from Chinese entrepreneurs Haier Group CEO Zhang Ruimin

Please come to think of it, 1984, Mr. Zhang Ruimin, facing serious challenges? “We propose a professor to another.

Many people raised their hands immediately; we would like to express their ideas. Including Latin America, the Japanese, the Americans are more.
Professor constantly ask questions, the discussion gradually in depth. “Haier has an 80% annual growth rate, a household appliance is the fastest-growing enterprise, and we believe that what is the impact Haier success? If you Mr. Cheung, how decision-making? Why is the effective management of the Haier? a ‘shock fish’ Why can Haier cultural life? Why is the corporate culture research study vitality?” Is sued to the respective views of the participants.(Source: Http://7269520.bokee.com/4627924.html)

Zhang Ruimin, listen to the questions and the Master of national culture of Haier cases lively discussion of their questions are answered. An American student, said: “Mr. Cheung from the lectures, I first learned of the successful management of Chinese enterprises. (Source: Http://7269520.bokee.com/4627924.html)

Zhang Ruimin, is the first forum on the Harvard Chinese entrepreneurs to Haier’s outstanding performance and brilliant business ideas for the world’s understanding of China’s enterprises and successful Haier culture. The incident in the history of Chinese enterprise management has important historical significance; it shows that the Chinese enterprises that innovation in enterprise management also can contribute to the world. (Source: Http://7269520.bokee.com/4627924.html)

Chinese traditional culture to the impact of innovation management

China’s traditional culture and emphasizing the use of appropriate harmony of man and nature, but the traditional culture of ideological middle category, has become the enemy of enterprise innovation. Especially Chinese people on interpersonal and personal contacts, which are conducive to coordination within and outside the enterprise, harmonious interpersonal relations; On the other hand it over to the enterprise “relationship” neglect to comply with market rules, it is difficult to make management of equality, and often by different people. However, there is some traditional Chinese culture worthy of our study. For example, the most far-reaching impact on our culture Confucianism, which focused on emotional investment, moral enlightenment; Leaders stressed their work first, and so on 。Haier adhere to the study of good traditional culture, the traditional culture is up.

For example: Haier “hoist with refrigerators incident” As we all know, Zhang Ruimin, 76 Taiwan organizations would defective refrigerators smashed the stopped after he fined 100% of their wages. Haier set on the quality of a concept: “defective product is waste.” And further improve the quality management system. It should be said that this matter hoist with refrigerators, Haier to the full and produced strong shock, full of quality consciousness of the general increase. So quality of Haier is best.

Chinese enterprises management culture internationalization

With the trend of economic integration, China’s enterprises are faced with the integration of Chinese and Western management culture. Chinese characteristics do not mean absolute China, like Zhang Ruimin said, “We have to compete and the United States, we still can not say with Chinese characteristics to win, the U.S. company American characteristics, we also need American character.”

The combination of macroeconomic management and micro-management

Haier attaches great importance to macroeconomic management, as cask principles of the demonstration, the profitability of enterprises is not a dependent on the good management of enterprises, but on the integrated enterprise management capabilities of any management module gaps and loopholes will lead to loss of profits. In each of our enterprises should Haier re-look at their management, thus blocking their own cask gaps and loopholes? Of course, the macro-management of Haier in China also attaches great importance to the process of micro-management; on the one hand, the performance in the talent outlook Haier, Haier emphasized both cadres, and employees in a position to do this location. On the other hand, manifested in Haier attention to the details of the work, Zhang Ruimin once said “Haier to elaborate to the most small places, small places perfect, the perfect place naturally.”

System management and management of human

Management and practice management system implemented in conjunction with the Western “system” for the focus of the management model. More things can be found on the characteristics of a culture, Western culture excellence, the pursuit of the realization of self-worth, which is in the performance management regulation, management and regulatory management system to achieve the orderly and effective management of. And the East was imposed “conditions” for the characteristics of the management philosophy. Their internal emotional exchanges, members agree to effect high. However, this emphasis on the management of the role and value of the achievement, but ignored the effects and regulatory system, the system of laws and regulations, excessive personnel relations, the spirit of rational, it is the Chinese style management deficiencies and inadequacies. Evidently, the Chinese management model shaped, and the spirit of the guidelines should be rational, that the situation in the case, the empathy to the law in order to create “Conditions, System” integration management models.

Haier on the integration of these two aspects is very good. Haier attached to the staff demand, and gradually realizing the need for all levels of staff satisfaction, greatly aroused the enthusiasm of staff.

The key to success lies in the people, keeping talent, and how people and retain people? Also key to the enterprise’s employment mechanism and improve the incentive mechanism. In response, Haier Group made famous slopes ball theory. Haier slopes flows from the small ball very ordinary phenomena of life, immediately understood what the laws of the development of entrepreneurship development — slopes ball theory has also become Haier development philosophy. Slopes spheroid like one individual employees, representatives ball around staff development stage, the slopes and shopping malls represent the degree of competition scale enterprise development. Prompted a staff achieve its objectives and prospects two dynamics : is the inner motivation of personal qualities, this is fundamental; Spheroid external motivation is corporate incentive mechanism is the external impetus. At the same time, there are two kinds of resistance, resistance is the inherent inertia of staff, and external resistance is the development of the difficulties.

Employees display their talent on stage two aspects: spheroid radius — staff capacity; Spheroid flexibility — a degree of vitality staff. Greater scale enterprise development, the more intense commercial competition, and the greater the angle of slope, the more intense competition for qualified personnel, the quality of talent on the higher. According to staff at different levels of demand enterprises, such as adaptation to, full participation, self-realization, were given different dynamics — incentive mechanisms (such as staff promotions, there is management positions, professional positions, technical positions, skills positions, etc.).

This concept has become a driving force for the development of enterprises. Either as a business or staff only by constantly improving the quality of their own to overcome resistance and inertia can self-development, self-realization; otherwise, they can only fall and eliminated.

Haier the slope spheroid theoretical performance in the following areas: three workers to the existence of dynamic change. Three workers are outstanding workers, qualified workers, and probationary employees. Haier labor reform ideas that can become outstanding performance good workers, the poor performance can be readily converted to qualified workers or probation officers.

These approaches effectively address the issue of tenure, so that enterprises will stimulate a new dynamism. Meanwhile in post cadres control. Haier monthly appraisal of cadres, recognition and appraisal of sub-grade criticism for a one hour’s criticism minus one hour at the end of the year, reaching negative-must is eliminated. Develop systems to enable the rotation of cadres in a number of positions; its overall growth could be under rotation performance promotion decisions. Principle is, and give full play to each person’s potential for each person per day can feel from an internal pressure of competition and market, and can be converted to competitive pressures drive, which is the secret of sustainable development enterprises.

Pay is an important adjustment levers play an important guiding role. Haier pay principle is that a domestic equity, external competitive. High-quality, high-skills high-reward, the value of talent has been reflected in the allocation. Staff remuneration system is not only a simple monetary wages, including housing, and other problems hidden income. Haier attaches great importance to spiritual inspiration. Material incentive is the only means, and how not to fall into this mistake, and constantly develop staff potential, is the key to rapid development of enterprises.

Haier constantly exploring spiritual incentives, such as employee name small invention, solicitation of public relations, the establishment of honorary awards (the highest award for Haier Award, which is the authority for personnel incentives issued by the CEO), for full sexual rationalization proposals, specifically created to rationalize the proposed award, as a means to stimulate staff responsibility and creativity. Haier designed for different categories of promotion channels to enterprises on one of the employees to know which direction the development, how can we be successful. To that end, Haier create learning opportunities for their employees, a market-oriented form of training to upgrade their abilities and qualities. Manager is most needed to stimulate the most important and most challenging skills was actually adopted to meet the needs of their employees to work, the process of achieving organizational objectives.

In the organization, the goal of his efforts depends on the level of attractiveness depends on the extent to which the goals can meet staff needs. Motivate staff to enable them to meet their own needs to see the achievement of organizational objectives and the relationship between the internal pressures resulting work, hard work.
(Source: http://www.ppcn.com/paper/guanlilunwen/renliziyuanguanli/)

About incentive, the organization acts scientists presented a variety of theories can be summed up in two types: First, the need to motivate, inspire First, the process, which is required from the content of employees starting to find ways to inspire the theory, such as the level of theory stresses the need to understand the needs of existing staff levels, according to the needs of different levels give different incentives. Mainly from the theoretical incentive to stimulate the process of the process to explore the issue of how to motivate staff, such as the establishment of goals to give the staff a clear theory that a certain degree of difficulty and objectives; Strengthen theoretical enthusiasm that the staff should receive timely incentives to enhance such acts enthusiasm.

In our country, in recent years, enterprises are increasingly focusing on the issue of incentive; employees of major companies have begun to stimulate the enthusiasm and creativity as a key management task.

In practical management process, and encourage the staff should pay attention to several aspects: to understand the needs of all staff incentives premise. Different types of employees, and its dominant needs are different, at different levels, in general, high-tech talent mostly achievements and growth needs of the dominant, the different levels of needs, enterprises with different ways to meet the needs of growth and achievement dominant, from the provision of training and development opportunities by, and the need for respect, will provide recognition, appreciation and meet.

Second, for the staff to establish clear goals can be achieved, management by objectives are implemented. Staff should be clearly informed that enterprises expect of him what he would do to be successful, what kind of circumstances, he would be rewarded and what kind of circumstances, he will be subject to criticism and punishment, to what direction he should be consistent with the needs of enterprises.

Third, with the performance of wages, remuneration linked, and to ensure fair and reasonable compensation, external competitive.

Regular staff performance appraisal, the appraisal standards open to each staff know where their fortunately, where inadequate. Guide staff development to a higher level of demand, to the role of spiritual rewards, Haier Group’s experience is worth learning from.
(Source:http://www.china-sheep.com/esheep/info/Article_Print.asp?ArticleID=362)

Haier attach great importance to the management of law in the spirit of culture is the
Outer layer system Haier culture, Haier attached to standardized management, the emphasis is on a strictly business basis of standardized management enterprise employees a common values in order to achieve a standardized operation as a precondition emotional exchanges. Now Haier set of outstanding management system has been recognized many, and to other enterprises set a good example.

CONCLUSION

Objectively speaking, although some of our inherent advantages, our enterprise management culture has not formed a complete theoretical system, China must take to build enterprise culture with Chinese characteristics as the target, and sets of home long, I used to achieve a high level of the “middle way”. Despite the strengthening of economic integration and management of the world cultural integration trends are bound to appear, but at least a fairly long period of time, Chinese culture could never be westernization, should be to build our enterprise culture with Chinese characteristics as the goal.

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August 29, 2006. Category: Uncategorized. 2 Comments.

Consumers’ Psychology in a Supermarket by Amanda Wang Xue

INTRODUCTION

The first supermarket was opened in the America in 20 century. In 1990, the first Chinese supermarket was born in Guangdong. Its name is Mejia supermarket.From 1996, there are lots of world-class large supermarkets come in China .like Wal-Mart. Today, there are 47 Wal-Mart’s supermarkets in China At the same time; there are some monomers or regional chain stores were developed in the Chinese cities.(Shanghai HUALIAN supermarket, ZHONGBAI supermarket in Wuhan, etc). In 2005, the supermarket’s total sale about 25%in the social retail. Follow on December 11, in 2004, the Chinese retail trade was comprehensive opening; competition between supermarkets became more intense.
Now follow to see the distribution of big type of supermarkets in China. There are the most supermarkets in some city, the gradation are Shanghai, Beijing, Wuhan, Shenzhen, Tianjin, Qingdao, Shijiazhuang, Taiyuan, Dalian. The total percent of the five supermarkets (Shanghai, Beijing, Wuhan, Shenzhen, and Tianjin) are 48%.

In 2005, there are some supermarkets are very successful (Wal-Mart, Carrefour, METRO), there are also some supermarkets are very worried. The Su Guo is a famous supermarket in Jiangsu province, the general manager said: now the supermarket wants to be successful in China, they must “intensive cultivation”, improve scientific management and analyze consumer’s psychology.

Today, people go shopping in the supermarket becomes people’s habit in the daily life. The competition is too furious in the different supermarkets. We know, there are many supermarkets in China.

The main objective of the paper is to explore consumers’ psychology and analyze consumers’ actions to the supermarket. Then according to the data to help the manager of supermarket to change environment, display products, design interior supermarket. The supermarkets can get more profit through the useful ideas. Let the consumers feel comfortable and amused when they go shopping in the supermarket.
If the supermarket does these very well, it will have ability to win its competitors in the supermarket’s competition.

REVIEW OF LITERATURE

Wal-Mart set up in 1962. It is the largest supermarket in the world. Now there are more than 5000 Wal-Mart’s supermarkets in the world. The total number of employees’ are1, 600,000. Each week, there are about 140,000,000 persons go shopping in Wal-Mart.In 2004, total sale of Wal-Mart are 285,200,000,000. Why Wal-Mart can become successful in the world. Now follow me to see it. According to the marketing research, 1/10 profit come from common consumers, 3/10 profit come from satisfied consumers, 6/10 profit come from loyal consumers If an enterprise want to get more profit, the enterprise must try to let the consumers feel satisfied. (Zhao, 2002)
In Wal-Mart, one of the successful factors is know consumers’ needs. According to the marketing research, there are 70% do purchase decision inside the supermarkets. So the supermarkets need to promote consumers to impulse buying.
Wal-Mart use good service attract consumers, they do not just use less price.

According to the marketing research, Wal-Mart find Chinese consumer’s characteristic.
In generally, Chinese always go shopping on foot, Chinese refrigerators are smaller, so they do not buy lots of products on each time. But about one or two days, they go shopping more often.
So the food section is very large in the supermarket.
The manager of Wal-Mart research display products on the center space of supermarket can attract consumers.
In Wal-Mart, there is different type of products cards in the shelves.
There is large price’s brand on the shelves that near walls. There are some small products hanging near the shelves. Fresh meat and vegetables put in the transparent box. If the employees sell cooked food in Wal-Mart, they must wear hats, respirator, and gloves.

There is a clear brand remind consumers pay attention to safe.
http://www.liaonan.com.cn/ziden/com/shuangzhou/show.asp?ID=10207&menuid=4560&ParentID=&qufen=

According to the consumer’s mind, Wal-Mart tries to display products, purchase products. Provide service. So the consumers will feel comfortable when they go shopping in Wal-Mart.

In the Wal-Mart, we can see there is a popular saying: you will feel satisfied for each product in Wal-Mart. The manager of Wal-Mart always point out the products on the shelves, the manager request the employees must display the products from the consumer’s angle. The managers must know the consumer’s psychology when they purchase.(Wang, 2000)

Wal-Mart has itself two theories: firstly, consumers always are right. Secondly, if you have some question, please abide the firstly.
So Wal-Mart provides good service to consumers.
Smile inside 3 meters

Wal-Mart has a clear regulation: employees must smile when they see consumers inside 3 meters. Because Chinese people do not like smile, Wal-Mart provides a slogan: every day, employees must smile to more than one consumer.The Wal-Mart’s employees need to show 8 teeth when they smile to consumers.
Retail amusement
Wal-Mart provided performing space to college; organize some interesting activities to old denizens. Welcome to the denizen come here feast free air-condition who live near Wal-Mart. It can help Wall–Mart have a good visualize to people. Let the relationship between Wal-Mart and consumers become more harmonious.(Robert Slater.2001)
Wal-Mart, Carrefour they are successful supermarkets. About their price, they pay attention to consumer’s psychology. They use price’s skill very well, actualize perfect management of price.
Michael Curran (people call him” the father of supermarkets”). He has a method about fix price. There is 27% products sell with primary price. Supermarkets sell 18% products with 5% more than the primary price. They sell 27% products with 15% more than primary price. They sell 28% products with 20% more than primary price. The average profit is 9%. (Wang, 2000).
We know Wal-Mart provide” Par value on every day.
When people talk about Wal-Mart, we will remind the popular saying. It attracts lots of consumers to purchase in Wal-Mart. Why it can get successful? Wal-Mart knows consumers mind. Save money is an important factor when people go shopping.
In the products of high region, the successful supermarkets 10% products keep cheaper. If consumers see that, they will think all the products are cheaper, so they will buy more, Even if some product’s price is cheaper. It can improve supermarket’s visualize, promote other 90% sell better. It’s an efficient promotion. (Xiao, 1998)
We can see Wal-Mart has some change, Eg: it changes blue and gray exterior become while and red color. The aisle become wider, the shelves become shorter.
Consumers can find cosmetic and medicine near food and beer. According to the marketing research, many people want to find these in the supermarket,
Now, it’s earlier to find in Wal-Mart. There is unattached space to payment in the clothing’s region. It also has more humanity and more secret fitting room. (http://www.zgad.net/chal/ksxf/200605/6811.html)
There is an interesting thing. The supermarket will display some baby’s diaper near beer. It is steady for young fathers. May be a wife request her husband buy some diaper when he go to supermarket. But we know, most of time, the young father does not used to his new status. They always forget to buy diaper to his baby. But he dose not forget to buy beer. So this kind of display can improve the quantity between two types of products.

In one large supermarket, beer and diapers display in the same shelve. Both of them sell better than before. That is the true thing, it happened in Wal-Mart.
http://tech.tom.com/1121/1794/2005517-199690.html

RECOMMENDATIONS

These years, because the products are very abundant, the relationship between demand and supply has some change, it forms seller’s market become consumer’s market. Now people are very busy every day. The psychology of consumers has different. Many people go shopping in the supermarket in each weekend.

In fact, we always buy lots of products expect plan when we go shopping in the supermarket. Do you know the reason?

There is also has an interesting position, people always like go to the same supermarket. Even if it does not cheaper than the other and the products is similar. Does it have some secret in there?

Because the manager of successful supermarket knows better than the consumers do how they will behave when consumers enter a supermarket. Where you will walk, where you will look, what will make you buy one product rather than another?
Where is the suitable entrance to the supermarket?
What does the supermarket display near the entrance?
Where is the suitable position to display basic food like sugar and tea?
Where do staffs put large quantities of a product that they want to sell quickly?
Does consumer like the shelves full at all times?

In my opinion, the smart managers know all of these questions clearly and they can solve their problem very well.

When consumers go into a supermarket, they naturally look to their left but move clockwise, towards the right. So the supermarket entrances are usually on the left of the building, (Andy Hopkins, 1996)

All the consumers like walk on the right, and most of people usually use right hand when they go shopping. So if the supermarket wants to sell some products very well, they’d better display the products on the right position that the consumers always stand. (Smith Li, 2004)

In the supermarket, the layout is designed to take shoppers around the store, aisle after aisle, from left to right. Then customers will pay attention to all the products. (Jocelyn Potter, 1996)

Have a comfortable disposal is very important. For example, wide aisle and the aisle do not have fraise. If there are lots of fraise on the in the aisle, the consumers must be careful their feet. So they do not have energy to pay attention to the products seriously. (Tom, 2004)

Fresh fruit and vegetables area displayed near supermarket entrances. This gives the impression that only healthy food is sold in the shop. Basic food that everyone buys, like sugar and tea, are not put near each other. They are kept in different aisles so customers are taken past other attractive foods before they find what they want. In this way, shoppers are encouraged to buy products that they do not really need. (Andy Hopkins, 1996)

According to the marketing research, just have 1/5 customers can see each kinds of products in the shelves in the supermarket. The product’s best sight extension is from eye level to person’s knees. So if the supermarket want to promotes some goods, it‘d better put them in here. (Tony, 2004)

One best-selling position for products is at the end of aisles, because shoppers slow down to turn into the next aisle. Another is on shelves at eye level. Supermarkets are paid by food manufacturers to put their products in each of these high –selling places. (Jocelyn Potter, 1996)
Lay out some products at each port

When shoppers go through at the end of aisle, they will go to port naturally. So if the supermarket put some goods in port, it is easy to see them distinctly. Eg: in the supermarket, we always can see some drinks or biscuits (like Oreos) in the port. (Smith Li, 2004)

Sweets are often placed at children’s eye level at the checkout. While parents are waiting to pay, children reach for the sweets and put them in the trolley. (Andy Hopkins, 1996)

More is bought from a fifteen-foot display of one type of product (Eg: cereals, washing powder) than from a ten-foot one. Customers also buy more when shelves are full than when they are half empty. They do not like to buy from shelves with few products on them because they feel there is something wrong with those products that are there. (Jocelyn Potter, 1996)

There is a universal thing always happened in the supermarket. Some shoppers pick some products then turn around and go back. So supermarket can put the most attractive products in the middle of aisles. (ibid)

New complementary ideas

There are some products very cheap; sometimes they are sold heaper than their cost.
What’s the reason? Because this kind of product’s profit is very limited, sell more quantity, earn more. Decrease the price can attract people to purchase.
Sometimes when the consumers find these products are very cheap in a supermarket, they will think all the goods are cheaper than the other supermarket. So next time, people also go shopping in here. It’s wrong. The supermarket must have some products are more expensive. There is a strategy to supermarket. Give up small profit, seek big profit. (Source: http://blog.sina.com.cn/u/4919afb9010002w9 )

When shoppers go through at the end of aisle, they will go to port naturally. So if the supermarket put some goods in port, it is easy to see them distinctly. Eg: in the supermarket, we always can see some drinks or biscuits (like Oreos) in the port. (Smith Li, 2004) Sweets are often placed at children’s eye level at the checkout. While parents are waiting to pay, children reach for the sweets and put them in the trolley. (Andy Hopkins, 1996) More is bought from a fifteen-foot display of one type of product (Eg: cereals, washing powder) than from a ten-foot one. Customers also buy more when shelves are full than when they are half empty. They do not like to buy from shelves with few products on them because they feel there is something wrong with those products that are there. (Jocelyn Potter, 1996) There is a universal thing always happened in the supermarket. Some shoppers pick some products then turn around and go back. So supermarket can put the most attractive products in the middle of aisles. (ibid)There are some products very cheap; sometimes they are sold heaper than their cost.What’s the reason? Because this kind of product’s profit is very limited, sell more quantity, earn more. Decrease the price can attract people to purchase.Sometimes when the consumers find these products are very cheap in a supermarket, they will think all the goods are cheaper than the other supermarket. So next time, people also go shopping in here. It’s wrong. The supermarket must have some products are more expensive. There is a strategy to supermarket. Give up small profit, seek big profit. (Source: )
Color

The color of shelves, we’d better choose white or green. It can let people feel farer, and people will feel area is bigger. The supermarket’s exterior can colorful, it can attract people come in. interior supermarket can choose fresh and bright color. Let consumers feel comfortable and commodious. In generally, the color of ceiling will choose high reflected. In order to avoid the ceiling attract consumer’s sight. (ibid)
Bright ray is very important. It can make products look more beautiful. Bright ray also make consumers feel happy when they go shopping. (ibid)

The supermarket always put some chew gum or Coca Cola near the exit. We know, wait payment need some time, during these time, many shoppers will choose these goods naturally. Even if they don not need them. (ibid)

According to the marketing research, there are 86% female will see the price when they go shopping in the supermarket, there are 72% male will see the price. (Tom, 2004)

We can see, if a child goes shopping with his father, the child will earlier get favorite things than he goes shopping with his mother. If one child wants to buy favorite sweet, most of time the father does not refuse.

In generally, when the female go shopping with male, the male will pay money naturally. May be men do not like go shopping, but they like the feeling when the payment. Payment can increase their responsibility. So there is a popular saying about business: sell to female, close to male.

We know, baskets and trolley are necessary in the supermarket. Many supermarkets put them near the import. But some consumers do not pay attention to them when they just go into the supermarket.

According to the marketing research, there is about 60% consumption over the project in the supermarket. Some shoppers just want to buy little products when they come in. But when they go shopping for a moment, they discover just use two hands are not enough. At this time, they need a basket or vehicle. So if there are over 3 products on a consumer’s hand, the workers need to give him a basket. At this time, if the consumer can not find the baskets, may be he will stop to purchase and leave immediately.

The height of baskets need to over 1.5 meters, it can avoid consumers to bow. And let consumers easy to find them. (Smith Li, 2004)

Put some poster with big ，clearly words and colorful can attract consumers.
Eg: Wal-Mart has a popular saying: everyday is the cheapest. Wal-Mart put it on the plastic package. Is it all the products are the cheapest? Nobody is care of that. But the saying attract lots of customers come to Wal-Mart.

Through scent attract person to purchase

Bright ray is very important. It can make products look more beautiful. Bright ray also make consumers feel happy when they go shopping. (ibid) The supermarket always put some chew gum or Coca Cola near the exit. We know, wait payment need some time, during these time, many shoppers will choose these goods naturally. Even if they don not need them. (ibid) According to the marketing research, there are 86% female will see the price when they go shopping in the supermarket, there are 72% male will see the price. (Tom, 2004) We can see, if a child goes shopping with his father, the child will earlier get favorite things than he goes shopping with his mother. If one child wants to buy favorite sweet, most of time the father does not refuse. In generally, when the female go shopping with male, the male will pay money naturally. May be men do not like go shopping, but they like the feeling when the payment. Payment can increase their responsibility. So there is a popular saying about business: sell to female, close to male. We know, baskets and trolley are necessary in the supermarket. Many supermarkets put them near the import. But some consumers do not pay attention to them when they just go into the supermarket. According to the marketing research, there is about 60% consumption over the project in the supermarket. Some shoppers just want to buy little products when they come in. But when they go shopping for a moment, they discover just use two hands are not enough. At this time, they need a basket or vehicle. So if there are over 3 products on a consumer’s hand, the workers need to give him a basket. At this time, if the consumer can not find the baskets, may be he will stop to purchase and leave immediately. The height of baskets need to over 1.5 meters, it can avoid consumers to bow. And let consumers easy to find them. (Smith Li, 2004) Put some poster with big ，clearly words and colorful can attract consumers.Eg: Wal-Mart has a popular saying: everyday is the cheapest. Wal-Mart put it on the plastic package. Is it all the products are the cheapest? Nobody is care of that. But the saying attract lots of customers come to Wal-Mart.
When you go shopping in the supermarket, you smell fragrance of bread abruptly, what’s your feeling?

At this time, I think the fragrance of bread will attract many consumers to purchase, even if they do not want to buy bread before they enter the supermarket.
Smart businesses do not ignore scent of customers.

People walk quickly through narrow aisles, but they move more slowly in wide aisles and give more attention to the products.

The supermarket can some slow music, the consumers can feel relax when they go shopping. It also can help the footsteps of consumers become slower. We know the people stay in the supermarket longer; they will have possibility to buy more products.

Each day, the supermarkets can play different music in different times. In the morning, the supermarkets can play some amused music when the supermarkets just open. When it is time to close the supermarkets, it can play send off music. This kind of must is very slow. When the weather has some change, the supermarkets can play prompt sentence to consumers. It can make the relationship between consumers and the supermarkets become nearly.

When you go shopping in the supermarket, you smell fragrance of bread abruptly, what’s your feeling? At this time, I think the fragrance of bread will attract many consumers to purchase, even if they do not want to buy bread before they enter the supermarket.Smart businesses do not ignore scent of customers. People walk quickly through narrow aisles, but they move more slowly in wide aisles and give more attention to the products. The supermarket can some slow music, the consumers can feel relax when they go shopping. It also can help the footsteps of consumers become slower. We know the people stay in the supermarket longer; they will have possibility to buy more products. Each day, the supermarkets can play different music in different times. In the morning, the supermarkets can play some amused music when the supermarkets just open. When it is time to close the supermarkets, it can play send off music. This kind of must is very slow. When the weather has some change, the supermarkets can play prompt sentence to consumers. It can make the relationship between consumers and the supermarkets become nearly.
The supermarkets also can use radio to introduce some products or some promote activities to consumers.
The supermarkets has a cleanly environment is necessary. Every day, cleaner must clean the supermarket on time. Cleanly environment can bring good purchase mind to consumers. It also can let consumers stay supermarket with long time. Stay longer mean has more possibility to buy more products in supermarkets.
According to marketing research, when the supermarkets play the French music, the French wine sell is better than German. When the supermarkets play German music, the German beer sell is better.

Provide some products to tryout

In the supermarket, we can find some packages of goods are broken. It is a losing to supermarket. What’s the reason?

We know, people usually want to tryout the products by themselves before they buy them. Do not try to use some special package to prevent to try them. It is useless. It does not encourage consumers to purchase but it can increase the curiosity to tryout by stealth. So the supermarket provides some products to tryout are a good idea.

CONCLUSION

Today, psychology is very important to business. If one business wants to become successful, He needs to realize the psychology of consumers, the psychology of competitors, and psychology of colleagues and so on. Today the technology develops very fast. In the market, the products are similar; many businesses can provide good products and wonderful service to consumers. In my opinion, today most business’s competition is psychology. Which business knows the psychology better, that business can become successful.Consumers are god. The business’s production has worth when the consumers buy your products, because consumer’s purchase can bring profit to company. Essential objective of one company is getting more profit. Know consumer’s psychology is necessary step to one successful business.
Smith Li (2004) why we buy. 1^st ed.
Zhong Xing press

Andy Hopkins, Jocelyn Potter (1996) Look Ahead. 4^th ed.
Longman Asia Limited and Shanghai Foreign Language Education Press
Robert Slater. (2001)Wal-Mart’s dynasty.4^th ed. Zhong Xing Press

Zhang Fan Yu (2002)Magnate of retail trade. 1^st ed.
Dalian press

Xiao Ye, Wang Xiao Dong (2000) Competition to Wal-Mart. 5^th ed.
Changchun press

Available from: http://www.kingsk.com/jd.asp?id=296&bigclassid=39
[Accessed: 24th July, 2006]

Yu Yang supermarket 2006-1-26
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[Accessed: 26th July, 2006]

Strategy of Wal-Mart 2006,
Available from: http://www.chnmc.com/newchnmc/lt/2006519165412.htm
[Accessed: 28^th July, 2006]

Cheap supermarket tries to new method
Available from:http://www.zgad.net/chal/ksxf/200605/6811.html
[Accessed: 4^th August, 2006]

The advertising’s new originality on the internet.2005
Available from:http://tech.tom.com/1121/1794/2005517-199690.html
[Accessed: 5^th August, 2006]

The psychology of supermarket 2006
Available from:http://blog.sina.com.cn/u/4919afb9010002w9
[Accessed: 6^th August, 2006]

August 29, 2006. Category: Uncategorized. 1 Comment.

About Raffles Articles

Raffles Articles is a collection of articles written by Chinese students in an International College in China. We hope that the students’ articles will shed some light on doing Business and Management in China. In addition, there are also articles on Art and Design to add flavor to this VirtuaLibrary.

In closing, we hope you will enjoy reading and please give us your comments on the articles.

August 25, 2006. Category: Uncategorized. No Comments.

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Lenovo’s Brand Strategy by Lawrence Lu

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The Strategy of Meng Niu in China by Cindy Zhang Ting Ting

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A Comparative Study on China and Western Education Model by Anne Liu Shu Yu

Real Estate Development in Changchun by Anney Kong Qing Qing

Analysis of Haier’s Chinese Management Model by Amelia Sui Yang

CONCLUSION

Bibliography

Consumers’ Psychology in a Supermarket by Amanda Wang Xue

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