Dissertation > Economic > Economic planning and management > Enterprise economy > Enterprise Marketing Management

A Comparative Study on Cross-Cultural Marketing Strategies of Both British and Chinese Beverage Enterprises

Author ZhenPinNa
Tutor WangXueCheng
School Tianjin University of Finance and Economics
Course English Language and Literature
Keywords Cross-Cultural Marketing Strategy Cultural Differences Chinese and British Beverage Enterprise Internationalization
CLC F274
Type Master's thesis
Year 2013
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China and Britain are two ancient countries, although there is a long distance between them, many familiar aspects exist in their catering culture. China is the first country to find and take advantage of tea; its tea culture is long and deep. However, Britain is the country with the biggest per capita consumption of tea and creates the lifestyle of having a tea in afternoon in Europe which is enjoyed by the world. China has national wine-Kweichow MouTai, Britain has a treasure-Scottish whisky. But it’s not hard for us to see British Lipton and whisky have been popular in the world. Currently, our country’s enterprises are developing rapidly. But successful cases, especially cases for Chinese beverage internationalization are in a tiny minority. Therefore, how to develop proper cross-cultural marketing strategies of Chinese beverage enterprises has become an urgent subject for us.On a basis of a comprehensive review of the development on marketing and cross-cultural marketing study, on the one hand, this paper explores the cross cultural marketing of British beverage enterprises and Chinese beverage enterprises; On the other hand, the paper makes a comparison about cross cultural marketing between British beverage enterprises and Chinese beverage enterprises and points out the weakness of Chinese beverage enterprises in cross-cultural marketing. Finally, the author comes up with some effective and practical suggestions on the cross-cultural marketing of Chinese beverage enterprises by analyzing the successful experience of famous beverage enterprises both at home and abroad.

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