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1)
When your company enters into the target countrys culture and build a
culture with local characteristics, you must think about how to compete
with rival consumers in Cchina.
In my experience, Cchina has not does not have specically product
targeted o! at portable unit. "roducts in the market are mostly strong box,
which commonly applies to storage at houseme but . n#ot suitable !or
transport. $here are some portable boxes in the market, but mostly
almost only have only one !unction., %n !or example , is the store up
cash, as produced by like &ielisi company, this company only produces
portable box that stores up cash.$he said box %nd it looks very heavy. 'o
the portable unit sales in Cchina market hasve a great potential. (ut when
your products enter into the market and sells sales well, many other
companies in Cchina will denitely certainly make the some kind o!
!unctional products to compete with your product. 'o we need to some
strategies to deal with these competitiontive.
$he rst strategy is low cost manu!acturing. I! you want to gain an
competitive edge, this is important., )low cost manu!acturing means low
price,. It !urther means that the initiative on lowering the cost is is a
must.n own hands.
$he second is product *uality. +ood *uality ensures can winning the
consumers trust., Cconsumers are more than willing to buy your
products, even i! the price o! your product is higher than other similar
products, provided you have a good *uality..
-) +enerally speaking, !or several decades, Chinesea people place value
ion working and living in !oreign countries a!ter graduation. $hisose !act
issues hasve been measured by the as number symbols o! outstanding
overseas students. In some way, they mean students study well and have
advanced abilities, or else they cannot win in !rom the .ob competition
with local people, especially in a developed countriesy. 'o the overseas
Chinese students increased year by year, and those the returning rate is
relatively low. Corresponding gures !rom the China Statistical Yearbook
/-001) are2 the number o! overseas Chinese students was 340 in 1513
and -63 returned, in -004, there were 176,000 overseas students and
6-,000 returned /p.150). 8owever, a turning point appeared in -005.
%ccording to a news item, more than 100,000 overseas students went
back to China a!ter graduation. It was the rst time that to it reached at
such a high returning rate. Chinese steady economic development and
advantage policies can account !or the returning shi!t /9i. -010, p.1). $his
shi!t catches my research interest as I wonder why those Chinese students
want to go back: %re they not satised with their abroad education abroad
experience any longer: 8ow about the current students: In this case, two
main research *uestions are approached2
7.
The case company in this research is Rainbow Department Store Holdings Co. Ltd. It is a S sino-
foreign joint ent!re chain retail enterprise. Its controlling shareholder is China "ational #ero-
Technology Shen$hen Company Limited. It has been named %Top &'' Retailing (nterprises of China%
for eight consec!tie years and was ran)ed thirty-fo!rth in Top &'' Chain Stores of China% in *''+.
The Company was the first retail enterprise witch introd!ced Lean Si, Sigma- .alanced Scorecard-
and /erformance (,cellence 0odel. #s at the end of *''+- it had established and operated 1'
directly-owned department stores and * franchise department stores in areas s!ch as Shen$hen-
Dongg!ang- H!i$ho!- 2!$ho!- 3iamen- "anchang and 4ia,ing.
I !sed to wor) as intern for Rainbow Department Store for almost half a year- This proed to be which is !sef!l
for research progress d!e to the familiarity and connection within the department store. Research will be
carried o!t in twoo departments of Rainbow Department Store Limited. 5ne is m0ar)eting
Ddepartment whose responsibility is to form!late mar)eting plan- the other is #after-Ssales Sserice
Ddepartment who is responsible for handling after-sales in6!iries from c!stomers. It will be helpf!l
for research wheather Rainbow selects c!stomer satisfaction as part of c!stomer deelopment
strategy.