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IBM在中国开展业务已有很长时间,但随着国门的开放,入世脚步的加快,“狼来了”的呼声在中国日益高涨,任何一家外资企业,尤其是被中国视为21世纪产业支柱的IT企业,面临着更大的压力。高品质的外国品牌形象使得外资IT产品在中国市场占有很高的市场占有率,但任何一个IT厂商都必须清醒地认识到消费者购买外资品牌,纯粹是出于对产品质量的认同,而绝非对外来企业、外来文化、外来民族的情感认同。近日发生的日本东芝笔记本事件就是因伤害了中国消费者的民族尊严而闹得沸沸扬拼,不可收拾。因此,市场的接纳并不是意味着情感的认同,而后者才是实质性的、深刻的。为了实现中国消费者对IBM品牌的认同,IBM加深了她在中国的本土化进程。
IBM has been operating in China for a long time. However, with the opening up of the country and the acceleration of WTO accession, the voice of “the wolf is coming” is rising in China. Any foreign-funded enterprise, especially the pillar industry regarded by China as the industry in the 21st century IT companies, facing greater pressure. High-quality foreign brands make foreign IT products occupy a high market share in the Chinese market, but any IT vendor must clearly recognize that consumers buy foreign brands, purely because of the recognition of product quality, and must Non-foreign enterprises, foreign cultures, foreign ethnic emotional identity. The recent incident in Japan Toshiba laptop is because of the harm to the national dignity of Chinese consumers and burst into tears, get out of hand. Therefore, the acceptance of the market does not mean the recognition of emotion, but the latter is substantive and profound. In order to realize Chinese consumers’ approval of IBM brand, IBM deepened her localization in China.