tailieunhanh - Empirical study on the "made in china" concept and analysis of Chinese trade and marketing strategies: the cases of Morocco and France

China has a good reputation as a big country, with a brilliant civilization and a glorious history. Nevertheless, according to our empirical study, numerous consumers have today a mixed perception of the "Made in China" concept. | Empirical study on the made in china concept and analysis of Chinese trade and marketing strategies the cases of Morocco and France International Journal of Management IJM Volume 7 Issue 3 March-April 2016 pp. 136 159 Article ID IJM_07_03_014 Available online at http IJM JType IJM amp VType 7 amp IType 3 Journal Impact Factor 2016 Calculated by GISI ISSN Print 0976-6502 and ISSN Online 0976-6510 IAEME Publication EMPIRICAL STUDY ON THE quot MADE IN CHINA quot CONCEPT AND ANALYSIS OF CHINESE TRADE AND MARKETING STRATEGIES THE CASES OF MOROCCO AND FRANCE Hamid Nahla Laboratory of Industrial Management and Energy and Technology of Plastic and Composite and Materials IMETPCM and Research Team quot Systems Architecture quot EAS of LISER Professor of Management Marketing Communication at ENSEM Hassan II University Casablanca Morocco Hicham Medromi Director of ENSEM Research team EAS LISER and Professor of Information Systems at ENSEM Abdellah Haddout Laboratory of IMETPCM and Professor of Industrial Management at ENSEM ABSTRACT China has a good reputation as a big country with a brilliant civilization and a glorious history. Nevertheless according to our empirical study numerous consumers have today a mixed perception of the quot Made in China quot concept. The management of the Chinese companies adopts strategies targeted for the conquest of markets taking into account human financial and logistic resources Certain strategies are directed to quantitatively and qualitatively developed markets with a marketing approach based essentially on the brand image. The other strategies towards less developed markets where the consumer for lack of consumerist culture or attachment to brands is much less demanding that the western consumer. He or she prefers to emphasize the satisfaction of the physiological needs or those of association. By deepening the analysis of the brands the products and the targets we were able to propose a