The Chinese Challenge: A case study of marketing communication in China
Author
Hansen, Trine
Term
10. term
Publication year
2012
Abstract
Dette speciale undersøger, hvordan den danske tekstilvirksomhed Kvadrat kan lokalisere sin marketingkommunikation til kinesiske arkitekter i et B2B-marked. Med udgangspunkt i Kinas attraktive, men komplekse kontekst beskrives Kvadrats brand, tilstedeværelse i Kina og tidlige erfaringer, herunder at oversættelse af standardiseret materiale ikke altid er tilstrækkelig. Den centrale problemformulering er: Hvordan kan Kvadrat lokalisere deres marketingkommunikation, så den passer til kinesiske arkitekter? Projektet afgrænses til opmærskabsopbyggende kommunikation via annoncering, public relations og messer/events. Tilgangen kombinerer et teoretisk rammeværk om standardisering versus lokalisering, integreret marketingkommunikation, kulturens betydning og marketing i Kina med to semistrukturerede interviews og virksomhedsdata i et casestudie. Fokus er på de største kinesiske byggearkitekt-studioer i Folkerepublikken Kina. Uddybede resultater og konklusioner fremgår ikke af uddraget; det peger dog på behov for lokal tilpasning ud over ren oversættelse.
This thesis examines how the Danish textile company Kvadrat can localize its marketing communication for Chinese architects in a B2B context. Framed by China’s attractive yet complex market, it outlines Kvadrat’s brand, expansion in China, and early observations that mere translation of standardized materials is sometimes insufficient. The central research question is: How can Kvadrat localize their marketing communication to fit the needs of Chinese architects? The study is delimited to awareness-building tools—advertising, public relations, and trade shows/events. The approach combines a theoretical framework on standardization versus localization, integrated marketing communication, cultural influences, and marketing in China with two semi-structured interviews and company information in a case study. The focus is on leading Chinese building-architecture studios within the People’s Republic of China. Detailed findings and conclusions are not included in the excerpt, but it points to a need for adaptation beyond translation.
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