China is quickly becoming a playground where global branding success is being determined. Companies entering or building out their presence in China need to create competitive advantages different from those they hold in their home base. Those that fail will increasing become vulnerable in their home market – not only to threats by other multinationals that have captured huge Chinese audiences, but to the theat of ambitious Chinese companies that are now returning the fabor by expanding beyond their borders.
Few markets are as tantalizing to global brand marketers as the new consumer-driven China. The “new” market of 1.4 billion people—coupled with the meteoric rise of both the size and spending power of its middle class— holds enormous potential for manufacturers of consumer goods and services. But, clearly, the dynamics of China are unlike anything marketers have ever seen before, and it presents challenges as serious as its market is large. This time, professor Stanley will bring you knowledge of how to marketing and promoteyour brand in China.
Topics of “Marketing and Branding in China” by Professor Stanley Kwong
1. China-pre 2001: from agricultural to industrial
2. Foreigh Direct Investments and Special Economic Zones
3. China, the world’s top manufacturing nation
4. Entry Strategy to China
5. Urbanization in China, city tiers and customer perferences
6. Structural shift in the Chinese economy
7. One Billion customers: China and its consumers
8. Chinese market and its importance to US companies
9. Case Studies: Nike, Starbucks, Barbie and Bestbuy
10. Shanghai and Shenzhen Free Trade Zones
11. China’s Position in the world
Professor Stanley Kwong
Professor of the University of San Francisco is a 30 years veteran of IBM and has over 10 years of executive education and higher education teaching experience. Professor Kwong is one of the leading experts on Chinese investments in the USA and was quoted and interviewed by media such as Wall Street Journal, Huffington Post, China Daily, CCTV, Swiss National Radio,etc on the subjects of China Branding and Chinese Oversea investments.
Prior to joining University of San Francisco as a Professor in 2009, Dr. Stanley Kwong was one of IBM’s top international marketing executive and had successfully managed a worldwide technical marketing program with operations in China, India, Europe and the United States. In 2004, Dr. Kwong was part of the IBM leadership team for the successful transfer of IBM PC Company to Lenovo of China.
Stan is widely recognized for his knowledge on US-China business relations. Stan serves as the Strategic Advisor to the Bay Area Council as well as to China SF. Stan was also part of California GovernorJerry Brown’s Delegation to China.
Come and learn from Professor Kwong : Marketing and Branding in China !
December 9th (Wednesday) 6:30pm – 8:30pm
6:30pm – 7:00pm: Reception and networking
7:00pm – 8:30pm: Marketing and Branding in China and Q&A
Location: HanhaiInvestment Inc, Suite 210, 97 East Brokaw Road, San Jose, CA, 95112
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