Re-Opening the Silk Road to Transform Chinese Trade
DOI:
https://doi.org/10.6000/1929-7092.2017.06.21Keywords:
China, Silk, Company Strategy, National Strategy, Transformation, Chinese TradeAbstract
Under anti-globalization and isolationism, China is seeking to portray itself as a new leader for globalization under the banner of the Silk Road initiative. Meanwhile, China's traditional and comparatively advantaged industry, silk, has faced dire predicaments and challenges for long time, and needs a transformation in terms of initiatives. Throughout history, the prosperity arising from silk was supposed to represent a microcosm of Chinese society. This paper searches the breakthrough point to improve the current dilemma of Chinese silk enterprises; uses a Case Study for inductive reasoning that is feasible for marketing strategies; and provides a strategy to help Chinese silk enterprises to transform their market positioning and operating modes to obtain better development opportunities. The paper also analyzes the new external environment based on the "One Belt, One Road" principle, which is of crucial importance for the implementation of new marketing strategies.
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Wan,Y. (2012), The impact of status seeking and product type on the purchase of luxury goods and luxury experiential services,
Pennsylvania State University, Graduate Scholl College of Health and Human Development.
Wealth-X (2016), Four Challenges for Luxury Brands in 2016, available at: http://www.wealthx.com/articles/2016/ challenges-luxury-brands-2016
Wong, N.Y., Ahuvia, A.C. (1998), Personal taste and family face: Luxury consumption in Confucian and Western societies, Psychology & Marketing, 15 (5), 423-441.
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https://doi.org/10.1016/0749-5978(91)90020-T
Ajzen, I. (2002), Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior, Journal of Applied Social Psychology, 32(4), 665-683.
https://doi.org/10.1111/j.1559-1816.2002.tb00236.x
Ajzen, I. (2007), Theory of Planned Behavior., retrieved 5 May 2007, from: http://www.people.umass.edu/aizen/index.html/
Bourdieu, P. (1984), Distinction, Cambridge, MA: Harvard University Press.
Bourdieu, P. (1986), The Forms of Capital, in J. Richardson (ed.), Handbook of Theory and Research for the Sociology of Education, Greenwood, New York, pp. 241-258
Cleveland, M., Chang, W. (2009), Migration and materialism: The roles of ethnic identity, religiosity and generation, Journal of Business Research, 62(10), 963-971.
https://doi.org/10.1016/j.jbusres.2008.05.022
Cornwell, B., Cui, C.C., Mitchell, V., Schlegelmilch, B., Dzulkiflee, A., Chan, J. (2005), A cross-cultural study of the role of religion in consumers’ ethical positions, International Marketing Review, 22(5), 531-546.
https://doi.org/10.1108/02651330510624372
Deng, S., Jivan, S., Hassan, M.L. (1994), Advertising in Malaysia: A cultural perspective, International Journal of Advertising, 13(2), 153-66.
Dillon, E. (1998), China: A Historical and Cultural Dictionary, Curzon Press, Surrey.
Encarta (1997), Encarta, Encyclopedia 1993-1998, Microsoft Corporation.
Gao, L. (2009), Understanding consumer purchasing behavior regarding luxury fashion related goods in China, Hong Kong Polytechnic University Institute of Textiles and Clothing.
Han, Y.J., Nunes, J.C., Dreze, X. (2010), Signaling status with luxury goods: The role of brand prominence, Journal of Marketing, 74, 15-30.
https://doi.org/10.1509/jmkg.74.4.15
Hofstede, G. (1991), Cultures and Organizations: Software of the Mind, London McGraw-Hill.
Hofstede, G. (2001), Culture’s Consequences: Comparing Values, Behaviors, Institutions, and Organizations across Nations (2nd Ed.), Thousand Oaks, CA: Sage Publications.
Hofstede, G. (2017), Thailand, available at: https://geert-hofstede.com/thailand.html, accessed 3 February 2017.
Holt, D.B. (1998), Does cultural capital structure American consumption?, Journal of Consumer Research, 25(1), 1-25.
https://doi.org/10.1086/209523
Jamal, A. (2003), Marketing in a multicultural world: the interplay of marketing, ethnicity and consumption, European Journal of Marketing, 37(11/12), 1599-1620.
https://doi.org/10.1108/03090560310495375
Komin, Suntaree (1991), Psychology of the Thai People: Values and Behavioral Patterns, Research Center, National Institute of Development Administration.
Kotler, P. (1994), Marketing Management: Analysis, Planning, Implementation, and Control (8th Ed.), Englewood Cliffs, NJ: Prentice-Hall.
Kumar, A., Lee, H.J., Kim, Y.K. (2009), Indian consumers’ purchase intention toward a United States versus local brand, Journal of Business Research, 62(5), 521-527.
https://doi.org/10.1016/j.jbusres.2008.06.018
Lenski, G.E. (1954), Status crystallization: A non-vertical dimension of social status, American Sociological Review, 19(4), 405-413.
https://doi.org/10.2307/2087459
Market Research, Luxury Goods in Thailand (2015), available at: http://www.marketresearch.com/Euromonitor-International-v746/Luxury-Goods-Thailand-9716245/
Miller, K. (2005), Communications Theories: Perspectives, Processes, and Contexts, New York: McGraw-Hill.
Morgan, P., Lawton, C. (1996), Ethical Issues in Six Religious Traditions, Edinburgh University Press, Edinburgh.
Nam, E. (2008), Status inconsistency and lifestyle among status groups: Focusing on cultural capital and social capital, Development and Society, 37(2), 169-186.
O’Cass, A., McEwen, H. (2004), Exploring consumer status and conspicuous consumption, Journal of Consumer Behavior, 4(1), 25-39.
https://doi.org/10.1002/cb.155
Phau, I., Prendergast, G. (2000), Consuming luxury brands: The relevance of the ‘Rarity Principle’, Journal of Brand Management, 8(2), 122-138.
https://doi.org/10.1057/palgrave.bm.2540013
Precision Marketing (2009), Consumer Insight: Luxury as Much to do with Emotions as Possessions, London, pp. 13, available at: http://goliath.ecnext.com/coms2/gi_0199-6061948/CONSUMER-INSIGHT-Luxury-as-much.html (accessed 18 October 2009).
Schaninger, C.M. (1981), Social class versus income revisited: An empirical investigation, Journal of Marketing Research, 18(2), 192-208.
https://doi.org/10.2307/3150954
Singelis, T.M., Triandis, H.C, Bhawuk, D.P.S., Gelfand, M.J. (1995), Horizontal and vertical dimensions of individualism and collectivism: A theoretical and measurement refinement, Cross-Cultural Research, 29(3), 240-275.
https://doi.org/10.1177/106939719502900302
Theravada, the Teachings of the Elders, accessed at: http://www.buddhanet.net/e-learning/buddhistworld/schools1. htm
Theravada Buddhism: A Chronology (2017), accessed 3 February 2017 at http://http://www.accesstoinsight.org/history.html
Theravada and Mahayana, The Buddhist Schools, available at: http://www.buddhanet.net/e-learning/buddhistworld/ schools1.htm (accessed 3 February 2017).
Triandis, H.C. (1988), Cross-cultural contributions to theory in social psychology, in M.H. Bond (Ed.), The Cross-cultural Challenge to Social Psychology, Newbury Park, CA: Sage Publications.
Triandis, H.C. (1989), The self and social behavior in differing cultural contexts, Psychological Review, 96(3), 506-520.
https://doi.org/10.1037/0033-295X.96.3.506
Triandis, H.C. (1990), Theoretical concepts that are applicable to the analysis of ethnocentrism, in R.W. Brislin (Ed.), Applied Cross-cultural Psychology, Newbury Park: Sage Publications.
https://doi.org/10.4135/9781483325392.n2
Triandis, H.C. (1995), Individualism and Collectivism, Boulder, Colorado, Westview Press.
Triandis, H.C., Gelfand, M.J. (1998), Converging measurement of horizontal and vertical individualism and collectivism, Journal of Personality and Social Psychology, 74(1), 118-128.
https://doi.org/10.1037/0022-3514.74.1.118
Üstüner, T., Holt, D.B. (2010), Toward a theory of status consumption in less industrialized countries, Journal of Consumer Research, 37(June), 37-56.
https://doi.org/10.1086/649759
Veblen, T.B. (1899), The Theory of the Leisure Class, Boston: Houghton Mifflin.
Vigneron, F., Johnson, L.W. (1999), A review and a conceptual framework of prestige-seeking consumer behavior, Academy of Marketing Science Review, 1, 1-15.
Wan,Y. (2012), The impact of status seeking and product type on the purchase of luxury goods and luxury experiential services,
Pennsylvania State University, Graduate Scholl College of Health and Human Development.
Wealth-X (2016), Four Challenges for Luxury Brands in 2016, available at: http://www.wealthx.com/articles/2016/ challenges-luxury-brands-2016
Wong, N.Y., Ahuvia, A.C. (1998), Personal taste and family face: Luxury consumption in Confucian and Western societies, Psychology & Marketing, 15 (5), 423-441.
https://doi.org/10.1002/(SICI)1520-6793(199808)15:5<423::AID-MAR2>3.0.CO;2-9
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Published
2017-06-09
How to Cite
Mao, N., & McAleer, M. (2017). Re-Opening the Silk Road to Transform Chinese Trade. Journal of Reviews on Global Economics, 6, 225–232. https://doi.org/10.6000/1929-7092.2017.06.21
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Special Issue - Recent Topical Research on Global, Energy, Health & Medical, and Tourism Economics, and Global Software
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