Konsumentenverhalten in der Volksrepublik China
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Diplomarbeit aus dem Jahr 2000 im Fachbereich Asienkunde, Asienwissenschaften, Note: 2, Hochschule Ludwigshafen am Rhein, Sprache: Deutsch, Abstract: [...] Wer heute mit dem Gedanken spielt in dem aus der Marketingsicht durchaus schwierigen Markt Fu zu fassen, sollte bereits in der Vorbereitungsphase des Markteintritts über Chancen und Risiken, die der chinesische Konsumgütermarkt bietet, bestens informiert sein. Eine eingehende Auseinandersetzung mit den Verhaltensweisen und Erwartungen der chinesischen Konsumenten bleibt, nicht zuletzt im Hinblick auf die bedeutenden, sozio-kulturell bedingten Besonderheiten des chinesischen Kulturkreises, unausweichlich. Angesichts der Tatsache, da die Fachliteratur in diesem Bereich erhebliche Defizite aufweist, erscheint es sinnvoll, sich mit diesem Thema im Rahmen dieser Ausarbeitung auseinander zu setzen. Die vorliegende Arbeit wurde aus Gründen der Übersichtlichkeit in zwei Teile gegliedert. Teil I begründet sowohl die besondere Stellung der Konsumentenforschung innerhalb der Marketingtheorie wie auch die Notwendigkeit einer Auseinandersetzung mit interkulturellen Fragen in Zusammenhang mit einem Markteintritt und verschafft einen Überblick über die theoretischen Erklärungsmodelle des Konsumentenverhaltens, die an dieser Stelle Anwendung finden sollten. Im Teil II der Ausarbeitung erfolgt eine Analyse des Konsumentenverhaltens in der Volksrepublik China. Es werden zunächst die Bestimmungsfaktoren des Verhaltens der chinesischen Verbraucher und die daraus resultierenden spezifischen Lebensstile der chinesischen Konsumenten vorgestellt. Dem folgt eine Beschreibung der Struktur des chinesischen Konsumgütermarktes als einer Ausprägung der untersuchten Verhaltensweisen. Die dabei gewonnen Erkenntnisse werden im letzten Kapitel der Ausarbeitung verdichtet und auf die Anwendungsmöglichkeiten innerhalb der Entscheidungsfindung auf der strategischen Marketingebene sowie bei der Wahl von geeigneten Instrumenten des Marketingmix gep
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