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所在平台: Coursera |
课程主页: https://www.coursera.org/learn/selling-to-chinese-consumers
课程评论：没有评论
课程名称：向中国消费者销售 课程概述：本课程旨在帮助学习者向中国消费者销售产品、商品和服务。为实现这一目标，课程将利用心理学、经济学、法律研究和市场营销领域的实证研究，帮助学习者理解在中国做生意的历史、经济和法律背景，以及中国消费者的行为特征。课程涵盖中国及全球市场营销、中国消费者、体制和文化对消费者动机和行为的影响，以及中国的品牌管理等主题。 课程大纲： 1. **中国消费市场** 描述：中国是一个庞大的消费市场，其独特的背景和文化因素使其与众不同。本模块将探讨为何中国消费者在奢侈品牌上花费巨额金额，以及历史、背景和文化因素如何影响中国的消费习惯。 2. **数字营销与关系管理** 描述：互联网为中国创造了丰富的商业机会。本模块强调如何在数字时代管理与中国消费者的关系。 3. **物质主义与炫耀性消费** 描述：根据香港中文大学I.C.E实验室进行的跨国调查，中国消费者被认为更具物质主义。与西方消费者不同，中国消费者的物质主义上升并非源于低自尊。本讲座将解释闲暇精英主义和社会流动性如何影响中国消费者的消费特征，如物质主义、炫耀性消费和对文化混合产品的接受度。 4. **自我品牌连接，以及如何在中国建立强大的品牌** 描述：消费者越来越可能同时体验传统和现代文化的产品，以及不同文化产品的交融。本模块强调如何成功地展现品牌所代表的个性和价值，同时避免在目标消费者中引发负面情绪。 本课程为希望在中国市场取得成功的学习者提供了全面的理论支持和实用策略。
Name:The Chinese Consumption Market
Description:China is a big consumption market. It is a distinctive consumption market because of its unique contextual and cultural factors. Why do Chinese consumers spend big money on luxury brands? What roles do historical, contextual and cultural factors play in influencing Chinese consumption habits? The current module seeks to answer these questions.
Name:Digital Marketing and Relationship Management
Description:The Internet has created plenty of business opportunities in China. The current module highlights how you can manage relationship with Chinese consumers in the digital era.
Name:Materialism and Conspicuous Consumption
Description:Chinese consumers are found to be more materialistic in a cross-national survey conducted by the I.C.E lab at CUHK. Unlike Western consumers, the rising levels of materialism for Chinese consumers are not driven by low self-esteem. This lecture explains how lay elitism and social mobility affect Chinese consumption characteristics such as materialism, conspicuous consumption and acceptance of culturally mixed products.
Name:Self-Brand Connection, and How to Build a Strong Brand in China
Description:Consumers are becoming increasingly likely to see products from traditional and modern cultures at the same time, and products from different cultures in the same space. Experiencing two or more cultures simultaneously can elicit different responses from consumers. Recognizing the increasing importance of branding in China, this module highlights how you can successfully project the personalities and values that your brand represents without eliciting negative sentiments in your target consumer population.
This course is designed to help learners sell their products, goods and services to Chinese consumers. To achieve this goal, the course will use evidence-based research in psychology, economics, legal studies and marketing to help learners understand the historical, economic and legal contexts of doing business in China and the behavioral characteristics of Chinese consumers. The course will cover topics in Chinese and global marketing, Chinese consumers, institutional and cultural influence on consumer motivation and behaviors in Chinese markets, and brand management in China.
