By Matthew Harrison, Director of B2B International China由Matthew哈里森，主任的B2B國際中國

The question of how to market and sell to companies based in China is one that is debated endlessly by foreign companies seeking to profit from the huge potential of the country. 問題是如何向市場和銷售的公司，總部設在中國是一個不斷的在辯論是由外國公司尋求利潤的巨大潛力的國家。 Views expressed by businesspeople claiming to know the secret of success in China vary wildly, from those (generally newcomers) who say that marketing and selling in China is ‘just like home’ through to those (usually those with at least a couple of years’ experience in China) who exaggerate the unique nature of Chinese business and Chinese people to such an extent that selling in China sounds like an impossibility. 所表達的意見，商人自稱知道成功的秘訣在中國有所不同，瘋狂，從這些（通常是新人）誰說，營銷和銷售在中國是'就像回家' ，通過這些（通常是那些有至少兩三年'經驗在中國）誰誇大的獨特性質，中國企業和中國人民對這樣一個程度，出售在中國聽起來像一個不可能的事。 The reality is that these two positions are both equally crass and incorrect – there is no reason why a Western company with a flexible, patient and ‘listening’ approach to marketing and sales should not succeed in the Chinese market. 現實情況是，這兩種立場都是同樣crass和不正確-是沒有理由西方公司與一個靈活，耐心和'聽'的辦法，以市場營銷和銷售，應該是不會得逞的中國市場。

This paper is based on a survey of Chinese business opinion in the two key cities of Beijing and Shanghai.這個文件是根據一項調查，中國企業的意見，在這兩個重點城市的北京和上海。 Our aim is to dispel some of the myths propagated about Chinese business, and explore the reasons behind both successful and unsuccessful marketing and sales approaches in China.我們的目的是要消除一些神話所宣揚的對中國的業務，並探討背後的原因都成功和不成功的市場營銷和銷售的辦法在中國。 We do not seek to provide definitive ‘one size fits all’ answers to companies looking to establish or increase their presence in China; rather to put forward some general guidelines for companies from outside China to bear in mind.我們不設法提供明確的'人人都適合一種尺寸的回答公司尋找建立或增加其在中國的，而是要提出一些一般準則，公司從中國以外，以銘記在心。

Chinese Attitudes Towards Marketing And Sales中國的態度對待營銷和銷售

It is worth mentioning straight away that the principle of ‘marketing’ in business-to-business markets is less widely recognised in China than in more mature markets.這是值得一提的直線距離這一原則的'營銷'在商業對商業市場的不足廣泛認同在中國比在比較成熟的市場。 Commonly, marketing is viewed as a service department for the sales department, its role sometimes seen as little more than taking care of the company logo and brochures.常見的，營銷被看作是服務部門的銷售部門，其作用有時被視為多一點照顧，該公司標識和小冊子。 In short, marketing is defined by many in Chinese businesses as consisting of only the ‘promotion’ element of the 4 Ps.在短期內，市場營銷的定義是由許多在中國的企業作為構成的，只有'推廣'的元素4的PS 。 ‘Product’ is the job of engineers, ‘price’ the job of salesforces and ‘place’ the job of senior management. '產品'是工作的工程師， '價格'的工作salesforces和'地方'工作的高層管理人員。 At worst, marketing departments are derided as ‘Spending departments’, their apparently superficial output seen as a poor substitute for the relationships that are so important in a Chinese business environment.在最壞的，營銷部門的嘲笑，作為消費部門，他們顯然是膚淺的輸出看作是一個貧窮的替代關係，即是如此重要，在一個中國的營商環境。

Figure 1 - The 4Ps of Marketing 圖1 -4 ps營銷

In contrast to some Western markets, the salesperson and more broadly the principle of selling are widely respected in China.相反，一些西方市場，該營業員和更廣泛的原則，銷售是廣泛的尊重，在中國。 Two issues perhaps lie at the core of this fact – firstly the entrepreneurial spirit of the Chinese people, and secondly the importance placed on relationships in business decision making.這兩個問題或許在於處於核心地位這一事實-第一創業精神的中國人民，其次是重視的關係，在業務決策。 A good salesman must be adept at forging not only relationships, but also friendships with potential customers.一個好的推銷員，必須善於開拓，不僅關係，而且還友誼，與潛在客戶。 This makes a good salesman respected almost by definition, and also implies a long sales process, with all of the on-the-ground presence, learning and patience that this involves.這使得一個好的推銷員，尊重幾乎定義，也意味著一個長期的銷售過程中，與所有的關於- -地面的存在，學習和耐心，這涉及。

How Do Chinese Companies Want To Be Targeted?如何做中國公司要成為目標？

Before considering how well or otherwise Western companies are targeting potential Chinese customers, it is worth assessing Chinese companies’ preferred means of being targeted by potential suppliers.然後才考慮如何，以及或其他西方國家的公司的目標是潛在的中國客戶，這是值得評估中國公司的首選手段，針對潛在的供應商。 As in any market, the answer to this question is that a wide range of marketing and sales techniques can work, and that usually a combination of different methods is necessary.正如在任何市場，這個問題的答案，這是一個廣泛的市場營銷和銷售技巧可以工作，並且通常是結合不同的方法是必要的。 Nevertheless, it is informative to look at the general view of the Chinese business community (see Figure 2 below).不過，這是翔實的研究普遍認為，中國商業界（見圖2下文） 。

Figure 2 - Communicating With Chinese Clients 圖2 -溝通的中國客戶

Conferences and exhibitions 會議及展覽
In many Western markets, conferences and exhibitions are derided as a waste of time and money; in Asia and particularly China, nothing could be further from the truth.在許多西方市場，會議及展覽是譏諷為是浪費時間和金錢;在亞洲尤其是中國，沒有什麼可以進一步從真相。 Whatever the business and whoever the target audience may be, attendance at exhibitions, conferences and similar events is likely to be essential for any company wishing to achieve substantial or sustained success in China.無論誰的業務和目標受眾的可能，出席展覽，會議和其他類似活動，很可能是至關重要的，任何公司希望取得實質性或持續在中國取得成功。

Such events are an excellent way of making initial contact, and can also be a good means of moving a potential sales relationship forward relatively quickly.這類事件是一個很好的方式作初步接觸，也可以是一個很好的手段，提出一個潛在的銷售關係，提出相對迅速。 They are a means of gaining trust, and are an opportunity for the target market to compare local and international offerings, establishing the supplier as ‘open’.他們是一種手段，取得信任，是一個機會，讓目標市場比較本地及國際的產品，建立供應商作為『開放』 。 The events are an opportunity for potential customers to ask questions, and have the advantage of establishing the face-to-face contact on which Chinese buyers place so much value.事件是一個機會，潛在客戶詢問問題，並有其優點，建立面對面的接觸，其中中國買家的地方，這麼多的價值。 And of critical importance, they help persuade buyers that companies are committed to the local market, by virtue of the fact that they have physically devoted the time and expense to be there.和至關重要的，他們幫助說服買家公司致力於本地市場，憑藉事實，即他們有身心投入的時間和費用必須有。

All big cities have conference and exhibition centres (Beijing has three, for example) and details of their events can be found simply by contacting the centres directly or looking at their websites.所有的大城市有會議及展覽中心（北京有三個，例如）和細節，它們的活動可以發現，根本聯絡中心，直接或看他們的網站。 Increasingly, the larger exhibitions and venues publish their programmes in English.越來越多，規模較大的展覽場地和公佈其方案，在英語。 A good option for Western companies is the ‘Events Eye’ website, which gives details of Chinese exhibitions across industries and cities, and can be found on一個好的選擇，為西方國家的公司是'事件眼'的網站，詳細介紹了中國展覽，全國工業和城市，可以找到 www.eventseye.com/fairs/event_l41.html (see Figure 3 below). （見下面圖3 ） 。

Figure 3 - 圖3 - www.eventseye.com www.eventseye.com (China section) （中國段）

The size and scale of many Chinese trade fairs is staggering; for example the Canton Trade Fair in Guangzhou takes place twice a year and boasts over 5,000 exhibitors (see規模和範圍的，許多中國貿易展覽會是驚人的;為例，廣東經貿洽談會在廣州舉行，每年兩次，並擁有超過5000參展商（見 www.cantonfair.org.cn ). ） 。

Email 電子郵件
Email is obviously important in any market as a means of communication, and its importance continues to increase in China as online bandwidth and affordability improve, and as Chinese business becomes more international.電子郵件顯然是重要的在任何市場作為一種手段，通信，其重要性不斷增加在中國的在線帶寬和負擔能力提高，作為中國的業務變得更加國際化。 The role of email in the sales process is particularly important at the introduction stage – Chinese buyers tend to react positively to a well-structured, personalised email as a prelude to a more detailed face-to-face discussion.的角色，電子郵件，在銷售過程中是特別重要的在引進階段-中國買家往往作出積極的反應，以一個結構良好的，個性化電子郵件作為一個前奏，更詳細的面對面的討論。 Such an email should be accompanied by a soft copy brochure that gives general information on the supplier’s offering.這樣的電子郵件，應附上一份軟複本的小冊子，讓一般資料對供應商的提供。 As discussed below, however, it is usually essential to make a call to the target company before sending company details through – ‘cold’, non-personalised messages are extremely unlikely to be taken seriously.正如下面所討論的，不過，這通常是必不可少的，使打電話給目標公司，然後將公司的詳細信息，通過-'冷戰' ，非個人化的訊息是極不可能認真考慮。

Websites 網站
Clear company websites that convey a company’s ability to deal with Chinese customers are an excellent way of generating interest from Chinese businesses.清楚公司的網站，傳達公司的能力來處理與中國的顧客是一個很好的方式產生的利益由中國企業。 It is worth noting here that the number of Chinese people currently learning English is greater than the number of people worldwide for whom English is a first language, and that the level of English amongst senior decision makers in Chinese companies is good, and improving dramatically.值得注意的是，這裡有多少中國人目前學習英語的是更大的人數比全世界人民的人，英語是第一語言，並認為英語水平，其中高級決策者，在中國的公司是好的，顯著改善。 Nevertheless, small, quick and low-cost actions such as translating company websites – or even just part of the website – will improve Chinese search engine rankings and make the company’s serious intentions clear.不過，小，快速，低成本的行動，例如翻譯公司網站-或什至只是部分的網站-將提高中文搜索引擎排名，使該公司的嚴重意圖明確。

Other than communication in Chinese, an excellent way of differentiating from much local competition is simply to have a well structured, navigable and informative website, which above all should make absolutely clear what your offering is.以外的其他溝通，在中國，一個很好的方式，區分從很多地方的競爭，只不過是有一個結構良好，通航和翔實的網站，上面所有應絕對清楚什麼是您的提議。 It will be seen later in this paper that Chinese buyers – at the same time as using the Internet more than ever to find suppliers – are extremely critical of the standard of many Chinese companies’ websites, seeing them as badly designed, lacking in information and generally unprofessional.它可以看出，後來在這方面的文件，中國買家-在同一時間，作為使用互聯網比以往任何時候更尋找供應商-是非常關鍵的標準，許多中國公司的網站，看到他們的作為嚴重的設計，缺乏在信息和一般專業。 An informative homepage is therefore an unmet need that Western companies are well placed to meet.一翔實的網頁，因此，未得到滿足的需求，西方公司是有利的位置，以滿足。

Face-to-face meetings in the workplace 面對面的會議，在工作場所
Face-to-face meetings in the workplace are an essential step towards making a sale in most business markets.面對面的會議，在工作場所是一種重要的一步，作出了出售的最有利營商的市場。 Only when a face-to-face appointment is secured can it be assumed that the enquiry is a serious one.只有當一個面對面的任命是有擔保可以假定，查詢是一個嚴重的。 Chinese businesses vary in terms of where they want such a meeting to take place – sometimes they like to visit the supplier’s offices (if they have a local presence of course) to assess the size and nature of their operations.中國企業在不同的條款，他們想這樣一個會議採取的地方-他們有時想訪問供應商的辦事處（如果他們有當地的存在，當然） ，以評估的規模和性質他們的行動。 But frequently a visit to the potential client is necessary, particularly in service markets where there is little ‘operation’ to look at.但經常訪問的潛在客戶是必要的，特別是在服務市場有小'行動'看看。 Generally speaking, obtaining an invitation to visit a potential client’s premises can be viewed as more ‘promising’ than having an invitation to visit your own premises accepted.一般來說，獲得邀請他訪問一個潛在客戶的處所，可以被看作是更多的'光明'比一的邀請訪問您自己的處所接受。 A visit to a potential client would tend to take place at a more advanced stage of negotiations, when the company has decided the supplier set-up is satisfactory in broad terms.訪問一個潛在的客戶，往往會發生在一個更先進階段的談判，當該公司已決定供應商的設立是令人滿意的大體而言， 。

A willingness to try to speak at least basic Chinese is an excellent way of impressing and showing respect to a potential customer.願意嘗試發言，至少基本的中文是一個很好的方式，留下深刻印象，顯示了尊重潛在客戶。 However, English is increasingly spoken at high levels within Chinese businesses, and where this is not the case interpreters are routinely used.不過，英語是越來越多發言，在高層次的中國企業，而事實並非如此口譯是經常使用的。 The ability to speak Chinese to a high level, whilst ideal, is not necessary.能力講中文，以一個高層次，而理想，是沒有必要的。

Phone calls 電話
Making phone calls to Chinese companies is an effective way of making an initial introduction, and above all in identifying the person within the target company who is most likely to be able to help.打電話到中國公司是一種有效方式，做出了初步的介紹，及以上所有在確定該人與目標公司誰是最有可能能夠幫助。 So, it is recommended to call a target company before sending an email, for example, in order to ensure that company documentation is being sent to the right person, and that someone in the target company is waiting for the information.因此，建議要求的目標，公司之前，發送電子郵件，例如，為了確保該公司的文件發送到合適的人選，並有人在目標公司正在等待有關資料。 And of course it is perfectly acceptable for general ongoing conversation to take place over the telephone; albeit linguistic challenges often make email more viable (many Chinese people find it more difficult to speak English over the telephone than to read it).而且當然，這是完全可以接受的一般正在進行的會話發生超過電話;儘管語言上的挑戰，往往使電子郵件更可行的（許多中國人找到更難以超過講英語的電話比讀） 。

Whilst the telephone is a valued means of communication during the sales process, its limitations should be recognised.雖然電話是一個有價值的通信手段，在銷售過程中，它的局限性，應當確認。 In summary, it should be used for introductory and relatively low level discussions, such as arranging meetings or clarifying points from a meeting.總括而言，它應當用來介紹和比較低的水平的討論，如安排會議或澄清點，從會議。 It is extremely unlikely that negotiations will be conducted or sales made over the phone, unless the contract is particularly small or there is already an established relationship with the customer.這是極不可能的談判將會繼續進行，或銷售取得了電話，除非合同，尤其是小型或有已經是一個既定的關係，與客戶。 To put it succinctly, cold-calling campaigns are very effective at establishing contacts and beginning a relationship, but utterly ineffective when it comes to negotiating or closing sales.把它簡潔，冷，要求運動非常有效建立聯繫，並開始關係，但完全無效的，當談到談判或關閉，銷售。

Sending details by post 發送詳細資料郵寄
Whilst the postal service in China is relatively efficient, the growth in email and Internet use is such that it is increasingly acceptable, maybe even expected, for company literature and other details to be sent electronically.雖然郵政服務在中國是比較有效率，增長，電子郵件和互聯網的使用是這樣，這是可以接受的越來越多，甚至預期，為公司的文學和其他相關細節，以便發送電子。 Hard copy brochures and presentations are used widely, but these tend to be presented during one-to-one meetings.硬拷貝手冊和演示文稿中廣泛使用，但這些往往會期間提出一對一的會議。

Where literature is being sent on a wider scale (the main example being a direct marketing campaign) then the postal service is perfectly acceptable.凡文學正在發送對更廣泛的規模（主要例如直接營銷活動）的話，郵政服務，是完全可以接受的。 Indeed for non-personalised or mass communications, hard copy is usually more effective (assuming that good contact details have been obtained), as ‘junk’ emails are routinely deleted.事實上，非個人或大眾傳播，硬拷貝通常是更有效的（假設良好的接觸細節已取得） ，作為'垃圾'的電子郵件通常刪除。 Many businesses state that receiving good-quality company literature through the post is such a rare occurrence, that companies who succeed at doing it well do make an impact.許多企業的國家，接受良好的優質公司，文學通過後是這樣一個難得的發生，公司誰成功的做法，以及作出的影響。 Western-style campaigns in particular tend to have impact, especially if the materials are bilingual.西方式的運動，特別是容易產生的影響，特別是如果材料都是雙語寫成的。 As with websites and other media, a successful campaign can depend on appearing both ‘Western’ (usually synonymous with good quality) and ‘Chinese’ (knowledgeable about China, and willing to adapt to Chinese requirements).作為與網站和其他媒體，一個成功的運動，可能要取決於雙方出現的'西方' （通常的代名詞，良好的質量）和'中國' （認識中國，並願意以適應中國的要求） 。

Networking 網絡
‘Networking’ and ‘relationships’ (or ‘guanxi’, often used as its rough Chinese translation) are terms that are widely used to describe ‘the way deals are done in China’. '網絡'和'關係' （或'關' ，經常被用作其粗糙的中文譯本）的條款，它們被廣泛用來形容'的方式處理是在中國進行' 。 There is probably no area of doing business that is less understood by Westerners, and as a Westerner it would be wrong for the writer of this paper to try to offer a full explanation of exactly what guanxi entails.有可能是沒有地區做生意的，就是少理解的西方人，作為一個西方人，將是錯誤的，為作家本文件的嘗試提供了充分的解釋，正是廣西需要。 What is clear, however, is that there is a tendency (particularly amongst Western consultants offering market entry services to Western companies) to build the idea of ‘guanxi’ into something so large and mystical that Chinese markets become seen as mysterious, impenetrable universes that no outsider can ever hope to understand.什麼是明確的，然而，就是有一種傾向， （尤其是西方顧問公司提供的市場准入服務，以西方國家的公司）建設的思想， '關'到的東西這麼大的和神秘的說，中國市場成為被視為神秘，堅不可摧的宇宙說沒有外人以往任何時候都希望可以理解。

It is perfectly true that relationships are important when doing business in China, probably to a greater degree than in Western countries.這是完全確實的關係是重要的，當在中國做生意的，大概要在更大程度比在西方國家。 It is also true that networking (particularly when this involves speaking to someone following a recommendation) can lead to relationships and in turn business.這也是事實網絡（尤其是當涉及到有人在談到以下的建議） ，可導致關係，並在轉業務。 However, Chinese businesses – like businesses anywhere else – require products that meet their needs and suppliers that they can trust.但是，中國企業-企業一樣，其他地方-需要的產品滿足他們的需求和供應商，他們可以信任的人。 What Western companies sometimes have difficulty coming to terms with is the way in which this trust is gained, and the time it often takes to convince the customer that yours is the product or service that meets their needs.西方公司有時候有困難的來計算，是以何種方式，這是獲得信任，和時間，往往需要說服客戶，你是產品或服務，滿足他們的需要。 The overriding piece of advice for Western companies would be to understand the importance of establishing relationships when targeting Chinese companies, and to be prepared for the patience that enables this.首要的奉勸，為西方國家的公司將了解的重要性，建立關係時，針對中國公司，並準備為耐心，使這一點。 However, networking and marketing should be seen as mutually complementary in China – one does not invalidate the other.然而，網絡和營銷應被看作是相輔相成，在中國-一個不作廢。 Chinese companies are perfectly open to hearing about suppliers and solutions that can improve their businesses.中國公司是完全開放的聽證會有關的供應商和解決方案，可以提高他們的業務。

In conclusion, therefore, a wide-ranging marketing and sales approach is required in China, with different activities complementing each other, and working at different times in different ways.在結論，因此，一項範圍廣泛的營銷和銷售的做法是要求在中國，與不同的活動，相輔相成，和工作在不同時間以不同的方式。 The table below summarises the main means of communication with Chinese companies, and the benefits and drawbacks of each.下面的表格總結了主要的通信手段，與中國公司，以及優點和缺點每個。

Figure 4 – Marketing And Sales Communications In China – Summary Of What To Use, And When 圖4 -營銷和銷售通信在中國-總結什麼使用，並當

Matthew Harrison, Director of 馬修哈里森，主任 B2B International B2B的國際 and 和 B2B International China 中國的B2B國際 . 。 B2B International is a business-to-business agency headquartered in Manchester, UK.  The company has a subsidiary office – B2B International China – in Beijing and an American office in New York. B2B的國際公司是一家商業對商業的機構，總部設在曼徹斯特，英國，該公司有一個附屬辦事處-國際B 2B的中國-在北京和美國的辦事處設在紐約。

This is the first part of the B2B international article Marketing and Selling to Chinese Businesses, next week we will publish the second part.這是第一部分的文章的B2B國際市場營銷和銷售給中國企業，下週我們將公佈的第二部分。 Here這裡 you can find the full article.你可以找到完整的文章。