Posted by Chia-Yi in News from Orchimedia | 0 Comments
Happy New Year!
To mark this new year, Orchimedia has set goals with the aim of better listening to client needs in order to help them face new challenges.
Orchimedia’s mission is to enable Canadian companies to position themselves within the Asian community using our expertise in branding, communications, marketing, the Internet and Asian social networks.
Posted by Chia-Yi in News from Orchimedia | 0 Comments
Club des Initiés – International business
Chia-Yi Tung invited by Pierre Donato, Principal Director of International Services at the Laurentian Bank and President of the Club des Initiés/international business, will be a speaker and will discuss “Efficient Communication with China” in Montreal on January 21. For more details and to register: http://www.fciq.com/event.php?eve_id=338&date_events[]=338
Posted by Chia-Yi in Marketing-Communications Hong Kong, Marketing-Communications Taiwan | 0 Comments
Similar Heritage, Different Cultures
East-West cultural differences are not the only things that you need to take into account. Although the Chinese, Taiwanese and Cantonese mostly originate from the same Han roots and many share the same language, religion, ethnic traditions and dynamic culture, there are a number of differences between these groups. For example, the Taiwanese passion for baseball, for which the mainland Chinese people are not very keen, results from the influence of the Japanese colonisation that lasted for half a century.
Chu and Chan (2008) have looked into the differences between Taiwanese, Cantonese and Chinese consumers. Among others, they have discovered that the Taiwanese respond much less to promotions that aren’t based on price, unlike the two other groups. They also noted that the factors that positively influence consumers when faced with the image of a company differed from one group to another. Brand names, product packaging, labelling and how easy the product is to purchase are the factors that the Taiwanese consider the most, while Cantonese put more attention on the availability of the goods and product presentation (display shelves, window displays, etc.).
In a world where few communication barriers remain, culture is more and more subject to various influences. What characterises a nation today may not be the case for future generations.
Sources : CHU, K-M et CHANG, H-C (2008). “Cross-cultural Consumer Behavior of General Merchandise for Taiwan, Hong Kong, and Shanghai, Taiwan”, The Business Review, Cambridge , Vol. 11 , No. 1
TAO, S-P (2003). “Life Style and Consumers in Taiwan and the United States; A cross cultural comparison of Activities, Interests and Opinions (AIOs)”, Thesis, University of Minnesota.
Posted by Chia-Yi in Marketing-Communications Taiwan | 0 Comments
Cultural differences and the implication on marketing
The cultural gap that separates the East and the West is profound. As consumer behaviour is strongly influenced by culture, international advertisers face big challenges when developing their communication strategy. Some researchers have studied the difference between American and Taiwanese consumers towards advertising. For example, as elsewhere in Asia, Taiwanese society has been strongly influenced by Confucianism, it is thus always dominated by men on the whole. This variable has an impact on the way that advertisers can promote their product. For instance, Tao (2003) explains in his thesis how an advertisement that promotes a cosmetic product focusing on the importance of having young-looking skin to please one’s spouse has a lot more chances of success in Taiwan than in North America. Another of his findings is that the Taiwanese tend to boycott a product mentioned during a TV show that they don’t like, or because they don’t like the advertisement. This is why it is important to be particularly prudent when engaging in media planning.
Sources : CHU, K-M et CHANG, H-C (2008). “Cross-cultural Consumer Behavior of General Merchandise for Taiwan, Hong Kong, and Shanghai, Taiwan”, The Business Review, Cambridge , Vol. 11 , No. 1
TAO, S-P (2003). “Life Style and Consumers in Taiwan and the United States; A cross cultural comparison of Activities, Interests and Opinions (AIOs)”, Thesis, University of Minnesota.
Posted by Chia-Yi in Marketing-Communications Taiwan | 0 Comments
Bilateral Relations
With trade reaching CAD$5.5 billion in 2008, Taiwan is Canada’s fourth largest trade partner in Asia: Canada imported goods worth almost CAD$4 billion while exports amounted to CAD$1.5 billion.
Taiwanese investment in Canada increased by 25% in 2007 reaching CAD$114 million, while Canadian investment in Taiwan increased by 40% in 2006, reaching CAD$136 million.
Despite having no diplomatic relations, Canadian-Taiwanese relations are dynamic and are not limited to trade relations. For instance, the partnership between the NRC and the National Science Council of Taiwan is one of the most important R&D bilateral relations outside North America. Partnership agreement between Communications Research Centre Canada (CRC) and Taiwanese universities, and that of Agriculture and Agri-Food Canada and the Taiwanese Ministry of Agriculture that promote exchange in the field of agricultural science are only a few other examples of Canadian-Taiwanese relations.
Source : http://www.canada.org.tw/taiwan/bilateral_relations_bilaterales/index.aspx?lang=fra
Posted by Chia-Yi in Marketing-Communications Vietnam | 0 Comments
Canada-Vietnam Relations
Canada-Vietnam trade has increased significantly in the last decade. In fact, trade value vastly surpassed $1 billion in 2008: Canada imported $953 million while exports reached almost $317 million. In that same year, Canada was the sixth largest investor in Vietnam. Agriculture, agri-food, education, training, the forestry industry, IT and communications are the sectors that offer the best opportunities for Canada.
Source: http://www.deleguescommerciaux.gc.ca/fra/apercu-potentiel-marche.jsp?cid=539&oid=852#592