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Experience China

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Submitted By cysmike
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Experience China: National Image Campaign
Team 7: Charlie, Eelin, Gina, James, Tim 1. The key elements in a standard marketing promotion process that are represented in the China national image film “People Chapter” that was shown in Times Square are the figure selection, the intended audiences, the concern over media cost and the scary as opposed to friendly image. In the figure selection, with each one appearing for less than a second, it was hard for viewers to recognize these personalities. When interviewed, the American audience responded that they were unacquainted with the people in the film except for the NBA all-star Yao Ming or the world-class pianist Lang Lang. Thus, from a Chinese standpoint, the message of the film might be that those great people are Chinese, yet for many Americans the message was not as clear since most of those names were unknown and not very memorable. And the film was also criticized for being designed to serve as a mark of national pride for domestic Chinese audiences as opposed to being made for international audiences with various tastes and cultural differences. And the concern over media cost of this film were expressed by many Chinese citizens. They thought the cost should be transparent to public. Finally, some American thought that the commercial was more scary than friendly, because of the commercial for being jittery over China’s growing global influence. In conclusion, there are a lot of critics about this China national image campaign in the United States. China’s image building is a long-term, ongoing project. 2. In the design and implementation of the China national image film “People Chapter”, the target identification is not accurate. This film’s target should focus on international audiences with various tastes and cultural differences, rather than making Chinese audiences feel proud of their country. They should have design more partnership between American and Chinese, not only show the success happened in China. And according to this film, it’s hard for American people to see the friendship. Adversely, they might feel scary over China’s growing global influence in the commercial. I think the better way is to message to American people that cooperative partnership would make both Americans and Chinese have more opportunities in future. Only cooperation could bring both countries win-win results. Finally, the feedback collection is objective. However, only interview with some famous Americans is not enough. To make more American people understand China and get their feedback to verify the commercial is the key target. 3. We think that the global companies should operate with a global way, not care too much about national image. Successful globalization companies are easy to be recognized as local companies in many cases. Business is business. As long as the companies obey the law and contribute to local economy, they will be accepted in any country. However, national image impact the companies anyway. For example, good Germany national image gives German car manufacturers reliable quality image all over the world. Otherwise, China’s piracy image let good telecom companies like Huawei lost purchasing a company in United States. Thus, national image is a double-edged sword. It does not always offer positive support to companies. Conclusively, do as global enterprises do in global market. Good quality, good service and good management are the key factors for successful companies.

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