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《王关富《商务英语阅读》-chapter1~8》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。
1、Chapter1TheLongMarch“MadeinChina”lostitsnoveltylongago.Thelabelhasbecomeubiquitousinmuchoftheworld,affixedtoshoes,toys,apparelandahostofotheritemsproducedforglobalcompanies.Whatisanovelty,however,areChina-madegoodssoldunderChinesebrandnames.Onlyahandfulof
2、Chinesefirmssofarhavethemoneyandthemanagementexpertisetoestablishinternationalbrands;mostofthevastremainderarestrugglingtoattainevennationalrecognition.Butthepioneeringcompaniestestingthewatersoverseascouldbeonthethresholdofsomethingbig.Somebelievethatind
3、ividually,withthehelpofenterprisinglocalmanagementoreagermultinationalpartnerswantingtoaddnewproductstotheirstable,Chinesebrandscouldbecomeaglobalphenomenonwithinadecade,marketedonqualityandexoticappeal,aswellascompetitivepricing.SaysVivecaChan,HongKongba
4、sedmanagingdirectoratGreyChina,anadvertisingagency:“Ifthere’sonecountryintheworldthathasamplepotentialfortakingbrandsglobal,it’sChina.”Intheshortterm,thestrongestpromiseisinChinesemedicine,herbsandspecialtyfood,aswellasgoodsthatplaytotheromanticforeignnes
5、sofChina–whetherincosmetics,fashionormusic.SaysKevinTan,generalmanagerforChinaofmarket-researchfirmTaylorNelsonSofresinShanghai:“There’sstillalotofmystiqueassociatedwithChina.Ifyou’retakingsomethinglikecosmetics,whichisimage-driven…suddenlyyou’vegotastron
6、gplayer.”AlsomakingabidtogoglobalareafewtrendsettingChinesebeverageandbeerbrands.Furtherdowntheroadthereisbrand-potentialforproductssuchashomeappliancesthatcanofferqualityatacompetitiveprice.Someofthesebrandswilleventuallygoabroadviajointventuresofmergers
7、andacquisitions.Fortheirforeignowners,thebrandswillprovidespeedieraccesstoChina’sconsumermarketanddistributionchannels,whileatthesametimeservingtocomplementtheowners’premiumbrandsinglobalmarkets.TheconceptofChinesebrandshasbeenevolvingthroughthe1990s,buti
8、smowgettinggreaterattentionathome.Althoughthedomesticmarketisstillrobust,ahandfulofstate-ownedenterprises,orSOEs,includinglistedChinesecompanies,arenowlookingtoestablishinternationalbrandsbecausetheyreckonthequality
