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Brand communication in the Chinese market
Kubátová, Michaela ; Odehnalová, Jitka (advisor) ; Březinová, Anna (referee)
Brand communication in the Chinese market The main purpose of this thesis is to provide analysis of effective brand communication in the Chinese market and demonstrate it with practical examples. To achieve that, there are additional targets including brand definition, monitoring of communication tools and the newest ways of communication. Followed by definition of specifics of the Chinese market via culture and its influence on consumer behaviour. Many multinational firms which operate their businesses in China are not aware of differences in cultural background and regional differences. Therefore, it influences their profitability and brand perception. The thesis is divided into two main parts. The theoretical part describes brand, it's communication tools and influence of culture on brand perception. It also introduces storytelling and green marketing as useful tools in the Chinese market. The practical part focuses on China's final consumer in the B2C market and the environment they come from. It also involves regional specifics and the situation of the media market. It should serve as the basis for companies to know to whom they have to adjust their communication activities in order to be efficient and make their brands very well perceived in China.
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Czech company enters the Chinese market - selected company
Focherová, Lucie ; Plchová, Božena (advisor) ; Müllerová, Františka (referee)
This thesis deals with issues concerning entry of a Czech company to the Chinese market. The first chapter is devoted to the development of the Chinese economy from the establishment of the People's Republic of China to the present. The second chapter describes China's trade with the European Union, the United States and the Czech Republic. China's membership in the WTO is mentioned here as well. The third chapter analyses characteristics of the Chinese market in more detail: safeguard measures, perspective industries, forms of entry, advertising and business customs. It is completed with a subchapter about the company Chemoprojekt, a.s. which is already present in the Chinese market for a longer time.
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