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Advertising strategies and glocal cultures. A case study: Absolut Vodka in the Chinese market

Today, the Chinese market has become the target of many investments and China has become one of the most powerful economies in the world (Visetti, 2012). However, if a company wants to communicate its message in that market, what advertising strategy should it follow? Can a company release the same advertising in Europe and in China?
This thesis will deal with these issues and it will provide a possible solution, through the analysis of the famous Swedish-French spirits company, The Absolut Company, experience in the Chinese market. In detail, a comparison between The Absolut Company's advertising strategies employed in China and in Sweden, its home-market, will be presented.
The research methodology is based on the analysis of international academic literature such as scientific and review articles, journal articles, conference presentations, websites and textbooks. In addition, an interview with The Absolut Company Trade Marketing Director, Mr. Dimitri Jansen is reported.
The results show that, in China, The Absolut Company was forced to adapt its advertising strategies in the entrance phase, whereas, in a more mature phase, it could use a global communication strategy. A comparison between the advertising released by the company in China and in Sweden proves this result.
In conclusion, this thesis shows the influence that Chinese culture has had on the communication of The Absolut Company and the importance of advertising adaptation in the Chinese spirits market.

Mostra/Nascondi contenuto.
III Introduction Today the news about the annual high GDP growth of the Chinese economy does not surprise anyone. At the same time, many Western companies have decided to invest their money in that Country, opening new factories or importing goods. This trend has aroused my interest in China, expected to be one of the most powerful economies in the next few years (Visetti, 2012). In particular, China has been facing a slow but in-depth transformation of its institutions since 1978, when the Party leader Deng Xiaoping decided to open the Chinese market to foreign investments (Genzberger, 1994). Other important steps on the way to create a democratic environment in the Country were the economic reform that transformed the Chinese economy in the so-called “socialist-market economy” in 1992, the entrance in the World Trade Organization in 2001 and the Constitutional revision in 2004. With the Xiaoping “Open door” policy in 1978, China started the process of managing its means of production according to free market principles (Genzberger, 1994). This process was enriched by the admission of China in the World Trade Organization in 2001 that pushed the “Middle Kingdom” to lower the high trade barriers (The Economist, 2011) and in 2004, by the new Constitution that recognized for the first time private businesses and allowed them to enter public companies’ capital, within specific limits (Schulz, 2007; CIA World Factbook, 2012; Zhang S., 2014). However, many problems are still unsolved in the Chinese Country: the most problematic situations are represented by the low press freedom (Fishman, 2005; Visetti, 2012), the persecution of political oppositions (Visetti, 2012) and the judicial system that is still heavily influenced by politics and does not provide an independent service (Schulz, 2007). In this context, today, the Communist Party has started a public propaganda in order to promote the traditional values of the Chinese culture, after the Mao Zedong’s Cultural Revolution ban in the 1970s (Visetti, 2012). The government believes that Confucian values are useful to educate the next-generation leaders to temperance, loyalty and respect for elders (Visetti, 2012).

Laurea liv.II (specialistica)

Facoltà: Economia

Autore: Alessandro Vecchio Contatta »

Composta da 170 pagine.

 

Questa tesi ha raggiunto 1374 click dal 28/07/2015.

Disponibile in PDF, la consultazione è esclusivamente in formato digitale.