美国公司如何理解中国文化与国情.pptVIP

Opportunities Challenges for Multinationals in China:Learning from the Microsoft ExperienceKai-Fu LeeCorporate Vice President Microsoft Corporation Talk Outline China Opportunity 6 Ingredients to Success in China Microsoft’s Presence in China Early struggles Recent successes Conclusion China OpportunityHuge growing market China OpportunityWorld’s Largest Labor Force “Through skillful control of residency, China’s 900 million rural residents will gradually move to cities and take jobs in manufacturing or information processing, perhaps at 20-30 million per year. This could give China a sustainable supply of low-cost labor for the next 20-30 years.”  – Kenichi Ohmae, The China Impact. Traditional industries Many cities with good infrastructure People inflow from rural to cities Excellent process know-how in manufacturing Knowledge economy 150,000 computer graduates / year Great emphasis on education But IT software significantly lag India Market Opportunity is Lucrative Volkswagen 40% market share in China Motorola 20% of global revenue comes from China Kodak In 4 years, China went from 17th to 2nd Intel $4+ billion revenue in China L’Oreal “Imagine, 1.3 billion lips!”- Lindsay Owen-Jones, CEO, L’Oreal. 6 Ingredients to Success in ChinaChallenges Successful Formula Build strong government relationships Play by China’s market rules Make a long-term commitment The local economy is the top priority Nurture local people Build trust, not PR Build Strong Government Relationships Unique power of government Relationships required at all levels The spirit of the law matters more Chinas culture is built on trust, relationships, mutual respect. The concept of face is very important. Avoid sensitivities and find every opportunity to make China look good Negotiations are bottom-up and informal. Play by China’s Market Rules Expect to respect “Chinese market” The government for their own reasons what rules to apply and who they would like to do business