英语论文网

The individualistic vs. collectivistic index rates how integrated members of a company are. Individualistic countries value getting the job done yourself, and celebrates individual accomplishments. Collectivistic countries value team effort, and do not seek for individual results, and sometimes it can be very embarrassing to be singled out. In china, they have an individualistic vs. collectivistic index rating of 20, compared to the world average of 43.

Masculinity, opposed to femininity, defines roles that each gender takes in an organization. Masculine countries show high levels of competitiveness and assertiveness, while feminine counties show low levels of those just described and high levels of modesty and care. A high score in the masculinity index means that the country is masculine, while lose scores mean the country is feminine. China has a masculinity rating of 50, while the world average is 50, which means China is indifferent between being masculine or feminine.

Uncertainty avoidance index defines how much risk the population in general takes. Countries with a high index will take lots of risks, while a country with a low index will take little to no risks. High index countries are very comfortable with venturing to the unknown, while low score countries prefer to stay put where they are. China has a score of 60 in uncertainty avoidance, while the world average is 64.

The last index is the long-term orientation. This defines how far into the future the country looks at decisions it has to make now. Countries with a high long-term orientation look to maintain steady flow in the long-run, while short-term countries looks for results now without thinking about the future. China has a score of 118, while the world average is 45.

The official language of China is Chinese, though many business people speak English as well. The government is Communist run, and most people are atheist, with many different types of atheist-religions being practiced. As of May 2010, the population of China was estimated to be around 1.3 billion, which is about 20% of the world's population. A couple notes about the behavior that are important to know when dealing with a Chinese business person is to never have personal contact, never point while speaking, point with a open palm, not with the index finger, do not put your hand in your mouth, always be on time, and do not discuss business at meals. Decision making is slow in China, and rushing them is considered very disrespectful.

The culture of China is drastically different from the culture of the U.S., the home country of Coca-Cola. The Hofstede ratings for the U.S. are 91 for individualism, 62 for masculinity, 29 for long-term orientation, 40 for power-distance, and 46 for uncertainty avoidance. This means that China is more long-term oriented, has a higher power distance, and avoids uncertainty more, while the United States is more individualistic and masculine. Now that we understand Chinese culture, we can analyze Coca-Cola and their international business structure there.

Marketing Plan/Strategy: 营销计划/策略：

Target Market:目标市场：

Coke can be enjoyed by anyone. Coca-Cola does not explicitly target a specific market overall, but they do have advertising campaigns that do talk to a specific group. Coca-Cola has to know the differences betw