The impact of competition
China is entering a new phase of its economic development during which the foreign brands are no longer in the same position vis-à-vis the Chinese consumers. The local competition may exert a negative influence on the perception of foreign brands. The Chinese brands have made progresses and become competitors for certain foreign brands. Faced with the improving quality of domestic products and the maturity of Chinese consumers, foreign companies must understand the symbolism of consumption that is implanted in the mind of Chinese consumers as a fundamental element of Chinese culture.
Review of cross-cultural consumer behavior
It is useful to describing the interaction of culture and consumer behavior. From this understanding, we developed a framework that expresses the effect that each of the manifestations of culture has on the elements of consumer behavior. Reviewed studies are subcategorized according to their approach (emic/etic) to further highlight where gaps in information may exist. Following Douglas et al. (1994, p. 298), we considered studies based on anthropological, ethnographic or semiotic perspectives and studies which focused on the analysis of behavior within one culture as essentially emic in character. On the other hand, studies based on a cognitive or social psychology perspective and studies which compared cultures on certain dimensions were considered etic in nature. Table I also includes examples of managerial issues for each of the culture-consumer behavior interactions. We now proceed to review extant research on cross- cultural consumer behavior in light of our framework.
它是有用的描述相互作用的文化和消费者行为。从这样的认识，我们制定了一个框架，表达效果，表现每个文化的内容的消费行为。审查研究分根据他们的方法（主位/客位）进一步突出的差距在信息可能存在。以下是等人。（1994，p . 298），我们认为研究人类学，人种学或符号学的观点和研究，侧重于行为的分析在一个文化基本上是位性格。另一方面，研究基础上的认知和社会心理学的角度，比较文化在某些方面被认为是电磁性质。我表还包括例子管理问题的每一个culture-consumer行为相互作用。我们现在着手研究审查现存的跨文化消费行为在我们的框架。