Perception of foreign brands
Integration of foreign brands in the Chinese culture
As mentioned earlier (in the previous section on Chinese culture and consumption of foreign brand), the Chinese cultural characteristics influence the behavior of Chinese consumers. More precisely, Confucianism (the collective nature, the concept of guanxi, the notion of the face, and the concept of hierarchy) and modern Chinese culture (modernity, youth, success and wealth) exert a positive influence on the perception of foreign brand. Note however that there is a difference in choice between different categories of products (for example between those high symbolic value and products with low symbolic value) and also for different categories of brands (for example, the ostentatious function of the luxury brand promotes the choice of brand).
Segmentation of the Chinese market
In addition to the cultural differences that characterize Chinese consumers, their attitudes and behaviors appear closely related to other factors such as age, sex, education level, the standard of living… indeed, the evolution of the perception of foreign brand in China takes place at a very rapid pace. This can create significant differences between groups of people more or less susceptible to the effects of opening up the country, for example, between cities and rural areas, between generations… For the foreign firm, it is essential to find segments of Chinese consumers who are more sensitive to brands.
对外国品牌
集成的外国品牌在中国文化
如前所述（在前面的部分，对中国文化和消费的外国品牌），中国文化特征的影响，中国消费者的消费行为。更确切地说，儒学（集体性质，关系这个概念，这一概念的脸，和概念层次结构）与中国现代文化（现代性，青年，成功和财富）产生了积极的影响的看法，国外品牌。不过，有差异，选择不同类别的产品（例如那些高价值符号，产品具有低价值的象征），也为不同类别的品牌（例如，浮华功能的豪华品牌，提升品牌的选择）。
中国市场的分割
除了文化差异的特点，中国的消费者，他们的态度和行为的出现密切相关的其他因素如年龄，性别，教育水平，生活水平……事实上，发展的看法，外国品牌在中国发生在一个非常快速的步伐。这可以创造显着不同群体之间的人或多或少受到了影响，开放的国家，例如，城市和农村地区，几代人之间……为外国公司，重要的是找到一段中国消费者谁更敏感的品牌。
