What Messages Must Western Businesses Communicate?有什么讯息要西方企业沟通呢？

By Matthew Harrison由Matthew哈里森

Successful marketing communicates to a target audience that its needs can be met by a particular supplier’s offering. 成功的营销沟通，以目标受众，其需求可以得到满足某一特定供应商的提供。 Any marketing campaign should have at its core the communication of the target market’s needs. 任何营销活动应该有其核心的沟通目标市场的需要。 With this in mind, it is essential to consider what Chinese businesses require from potential Western suppliers. 这一点，这是必须考虑什么，中国企业需要从潜在的西方供应商。 We have excluded ‘price’ from our analysis, taking this as ‘a given’. 我们已经排除在'价格' ，从我们的分析，以此为'给' 。

Figure 5 – Main Chinese Requirements From Western Businesses (Other Than Price)图5 -主要中文的要求，从西部企业（除价格）

Communicating superior quality沟通优质

Unsurprisingly, the main requirement Chinese buyers have from potential Western suppliers is to provide market-leading quality.不出所料，主要的要求，中国买家已经从潜在的西方供应商是提供市场领先的质量。 Indeed, this is a ‘hygiene’ requirement, in that the minimum a Western company must do is justify its higher prices vis-à-vis the local competition.事实上，这是一个'生'的要求，在这方面的最低西方公司必须做的，是证明其较高的价格相对于当地的竞争。 In other words, the company’s offering must add value in the eyes of the buyer.在其他换言之，该公司的提供必须添加的价值在眼中的买方。

Importantly, communicating superior value in Chinese business-to-business markets is far more difficult than even two or three years ago.重要的是，沟通的卓越价值，在中国商业对商业的市场困难得多，甚至比两三年前。 Most Western companies target the top end of their markets, in no small part because their higher cost bases force them to.大多数西方公司的目标顶端年底，它们的市场，这在不小的一部分，因为他们的成本较高，基地，迫使他们。 However, in many business-to-business markets the premium that can be charged for Western products is decreasing quickly.然而，在许多企业对企业市场的保费可以被落案控，为西部的产品是降低很快。 There are a number of reasons for this: firstly, increasing numbers of foreign companies are competing with each other, driving down prices; secondly, the quality of the local offering is improving rapidly, eroding Westerners’ competitive advantage; thirdly, the ability of local companies to communicate their offering is increasing; and fourthly, international companies based in China are recruiting more and more local staff into senior (buying) positions.有很多这种情况的原因：第一，越来越多的外国公司互相竞争，拉低价格;第二，高质量的本地提供的是迅速改善，削弱了西方人的竞争优势;第三，有能力的本地公司的沟通，他们提供越来越多;第四，国际公司总部设在中国招募更多的当地工作人员到高级（购买）的立场。 Such staff are far more confident than their expatriate predecessors at ‘buying local’ and managing cheaper local suppliers.这些工作人员是远远更具信心，比他们的前任外籍人士在购买当地'和管理便宜，本地供应商。

Communicating experience and credentials沟通的经验和全权证书

Two of the top four requirements of Chinese buyers and business owners – the need for Western companies to prove that they are ‘established’ in the market, and the need for them to demonstrate experience of dealing with similar companies (preferably in China), illustrate the difficulty many Western companies have in gaining the trust of their target audience.两个最优秀的四的要求，中国买家和商业业主-需要西方国家的公司，以证明他们是'建立了'在市场上，并且需要为他们表现出的经验，处理同类公司（最好是在中国） ，说明困难，许多西方公司在取得信任自己的目标受众。 As discussed elsewhere in this paper, to a great degree ‘business’ trust is developed through relationships.作为讨论的其他地方在这方面的文件，有很大程度『商贸』的信任是通过关系。 However, important as these will be, the first thing any Western company should do is prepare and present comprehensive case studies and client lists for the potential Chinese customer.不过，重要的，因为这些会，第一件事，任何西方公司应该做的，就是准备和目前的综合案例研究和客户名单，为潜在的中国客户。 These should be leveraged to the absolute maximum, and from the earliest possible stage in the relationship.这些应杠杆，以绝对最大，从尽可能早的阶段，在这种关系。 This is in contrast to many Western markets, where past experience is often mentioned in the vaguest terms and references are rarely followed up.这是在对比的许多西方市场，过去的经验是经常提到的，在模糊的条款和参考，是很少跟进。

This need to communicate relevant past experience cannot be overstated, and relates to perhaps the biggest barrier facing any Western company (particularly new entrants) in China – the time and effort required to gain the target market’s trust.这需要沟通，有关过去的经验，怎么强调也不过分，并涉及到可能的最大障碍所面临的任何西方公司（特别是新入行者）在中国-所需的时间和精力来争取的目标市场的信任。

Leveraging the brand利用品牌

The challenge of gaining trust can be turned into an advantage if the Western company leverages its brand to the maximum.的挑战，赢得信任，可以转化为优势，如果西方公司利用其品牌的最高。 When approaching a potential customer for the first time, a company’s brand can communicate experience and credentials in the same way as a case study or reference.当接近一个潜在的客户，为第一次，一个公司的品牌可以沟通的经验和全权证书，在同样的方式作为个案研究或参考。 Even if the company is unknown in China, the brand of ‘The West’ can be a real plus, and at the very least generate curiosity in the company’s offering.即使该公司是未知在中国，品牌的'西'可以是一个真正的加，并在至少产生好奇心，在该公司的提供。 In many cases, the Western ‘brand’ represents quality; therefore in at least one respect most Western companies enter the market at an advantage.在许多情况下，西方的品牌'三个代表质量;因此，在至少一个尊重大多数西方国家的公司进入市场，在一个优势。

Of course over time, any company would want their brand to refine and develop a personality of its own in China.当然，随着时间的推移，任何公司都希望他们的品牌，以完善和发展人格其本身在中国。 Nevertheless, Western companies’ cost bases are such that entering China without quality at the core of its branding strategy and other communications is virtually impossible.不过，西方国家的公司的成本基地等进入中国，没有质量的核心，其品牌战略及其他通讯几乎是不可能的。

Communicating reliability沟通的可靠性

Reliability is linked to quality, articulating to a large extent quality of service as opposed to quality of product.可靠性是联系在一起的质量，衔接在很大程度上是服务质量作为反对的产品质量。 Chinese buyers are extremely demanding in terms of their service requirements, on issues as diverse as lead time (this tends to be shorter than in the West), availability after hours (a much more frequent requirement than in the West) and technical service (particularly when dealing with Western companies, Chinese businesses feel they are paying for top quality, and when technical issues arise they therefore expect them to be dealt with quickly and efficiently).中国买家是非常的条款，要求在其服务的要求，对问题的不同导致的时间（这往往是较短的，比在西） ，可用性小时后（一个更为频繁的要求比在西方国家）和技术服务（特别是在处理与西方国家的公司，中国企业感到他们是支付顶端的质量，当技术问题出现因此，他们期望他们要处理的迅速和有效率） 。

A key challenge in respect of such needs is communicating that the Western supplier has an established and permanent presence and infrastructure within China.一个关键的挑战，在尊重这种需要的是沟通，认为西方的供应商有一个既定的和永久的存在和基础设施在中国。 There is a great deal of wariness regarding Western companies who are happy to export their products to China and charge significantly more than local competition, but who then have little interest or ability when it comes to aftersales service, ongoing relationships or even making good small issues with the product that has been sold.有一个很大的戒心对于西方国家的公司谁很高兴他们的产品出口到中国和电荷明显多于本地竞争，但谁是没有多大兴趣或能力，当谈到售后的服务，持续的关系，甚至取得良好的小问题与该产品已经卖出。 The latter point also explains the prominence of ‘local presence’ as a requirement from Western suppliers.后一点也解释了突出的'当地的存在'的要求，作为一个从西方供应商。

Communicating understanding, and willingness to meet needs沟通，理解，并愿意以满足需要

Chinese buyers state emphatically that they want Western companies to show an understanding of their needs, but also a willingness to listen to and learn from the buyer.中国买家国务院强调指出，他们希望西方国家的公司，以显示一了解他们的需要，而且也愿意听取和了解，从买方。 A frequent comment is that Westerners ‘turn off’ buyers by spending far too much time talking about what they can offer, and far too little time building up their understanding of what the customer requires, and what is driving that requirement.经常评论是西方人的'关闭'的买家，花太多时间谈论什么，他们可以提供，和深远的时间太少，建立他们了解什么客户需要，什么是驾驶这一要求。

Chinese buyers do not expect suppliers to understand their needs immediately; in fact they tend to believe that to do so is impossible, and perhaps even belittles the uniqueness of their challenges and requirements.中国买家并不期望供应商了解他们的需要，立即;事实上，他们倾向于认为，这样做是不可能的，甚至是贬低的独特的挑战和要求。 Rather they want suppliers to listen carefully to the issues facing the business, and commence a dialogue which begins to identify their needs and put forward ways of meeting these needs.而不是他们想要的供应商，以细心聆听面临的问题业务，并展开对话的开始，以确定他们的需要和提出的方式满足这些需求。 Suppliers who claim to have the solution as soon as they begin talking to the potential customer are seen as crass, naïve and untrustworthy.供应商谁索赔有解决办法，因为一旦他们开始交谈，向潜在的客户被看作是crass ，幼稚和不可信。 On the other hand suppliers who listen, understand and suggest are seen as understanding the problem, qualified to give a solution and willing to work for the benefit of the customer.在另一方面，供应商，谁听，理解和建议被看作是认识问题，合格的给予一个解决方案，并愿意工作，为造福客户。

Being easy to work with易工作

As well as being reliable in a business sense, Chinese buyers state that they want suppliers that are easy to deal with, and who engage with them on a personal level.以及作为可靠的，在商业意义上说，中国买家的国家，他们希望供应商很容易处理，以及谁从事与他们就在个人层面。 Business relationships in China can often be distinguished by the way they go beyond the workplace and impinge on the participants’ social lives.业务关系在中国往往可以区分的方式，他们超越了工作场所和影响的参加社会生活。 Companies that do not wish to take the discussion outside the workplace are often seen as unfriendly and – more significantly – hard to get to know, perhaps willfully so.公司不想花的讨论以外的工作往往被视为不友好的-更重要的-很难去了解，也许随意。 The latter can be fatal to a potential business relationship, in an environment where gaining trust is fundamental.后者可以是致命的一个潜在的业务关系，在一个环境下，获得信任是根本。

Language and other barriers clearly make expanding relationships beyond the workplace difficult for many Western suppliers.语文和其他壁垒，显然使扩大的关系超越了工作场所的困难，许多西方的供应商。 However, this, as well as the requirement to show a general interest in customers as people rather than ‘just customers’, is often essential.不过，这，以及规定显示，一般有兴趣的顾客作为人而不是'只是顾客，往往是必不可少的。

Matthew Harrison, Director of 马修哈里森，主任 B2B International B2B的国际 and 和 B2B International China 中国的B2B国际 . 。 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的国际公司是一家商业对商业的机构，总部设在曼彻斯特，英国，该公司有一个附属办事处-国际B 2B的中国-在北京和美国的办事处设在纽约。

This is the second part of the B2B international article Marketing and Selling to Chinese Businesses, next week we will publish the third part.这是第二部分的文章的B2B国际市场营销和销售给中国企业，下周我们将公布的第三部分。 Here you can find the在这里您可以找到 full article充分的文章 and和 part 1第1部分 . 。