個案資料

For the past three decades, the torrid pace of GDP growth in China has fascinated companies around the world. Western companies, in particular, have viewed the Middle Kingdom as a production powerhouse, a multinational marketer's dream come true, or an increasingly capable competitor in branded goods marketing. But are those views grounded in reality? To find out, the Gallup Organization undertook an ambitious 10-year, nationwide survey of Chinese consumers and employees. The group found that many of the perceptions held by companies outside--and even inside--China are inaccurate. Specifically, the findings belie at least four commonly held notions. The first is that the Chinese people, unmoored from collectivism, are now focused chiefly on working hard and getting rich. The second is that the Chinese workers now flooding the factories and offices of large cities are highly ambitious and actively engaged. The third is that the new prosperity in China allows consumers there to buy much of what they want. And the fourth is that there remains an endless hunger for household basics. Indeed, the survey found that most Chinese citizens are more interested in expressing their individuality than in getting rich. It also showed that Chinese workers are not as engaged by their jobs as the world might think. What's more, with the average citizen making less than $1,800 per year, only the affluent have extra money to spend. Finally, the average Chinese consumer is more interested in buying luxury and entertainment items than in purchasing basic household goods. The Gallup survey provides much-needed scope and depth of hard data documenting the Chinese consumer--giving policymakers and executives the tools to manage the opportunities and challenges in China.

• Market segmentation
• Annual reports and financial statements
• Human resource management
• Psychology and neuroscience
• Self-motivation
• Developing countries
• Multinational corporations
• Consumer markets
• Business growth
• Consumer behavior
• Cross-cultural business relations
• Emerging markets
• Strategy formulation
• Brand management
• Quality management
• Personal purpose and values
• Market positioning