STRATEGI PEMASARAN CINA: MENGGABUNGKAN BUDAYA DAN TEKNOLOGI UNTUK MEMENANGKAN PASAR GLOBAL

Viant Anggi Saputra

Abstract


Abstract: This study examines the marketing strategies of Chinese cultural and technological products in the global market, focusing on the challenges and opportunities faced by Chinese companies. The general issue raised is how China can leverage its cultural heritage and technological innovation to enhance the competitiveness of its products in the international market, amidst the negative stigma related to human rights violations and concerns about national security. The purpose of this study is to explore and analyze the marketing strategies implemented by Chinese companies, as well as to understand international consumers’ perceptions of Chinese cultural and technological products. The research method used is a qualitative approach, with data collection techniques through case studies of companies that have successfully marketed their products, as well as document analysis related to industry reports and government policies. The results of the study show that Chinese companies that are successful in marketing their cultural and technological products have adopted strategies that integrate local cultural elements with innovation in marketing. In addition, the role of the government in supporting product marketing has also proven significant in enhancing the competitiveness of Chinese products in the global market. This study provides comprehensive insights into how China can overcome challenges and exploit opportunities in marketing cultural and technological products internationally.

 

Keyword: marketing, cultural products, marketing strategies, innovation, global markets..

 

Abstrak: Penelitian ini membahas strategi pemasaran produk budaya dan teknologi Cina di pasar global, dengan fokus pada tantangan dan peluang yang dihadapi oleh perusahaan-perusahaan Cina. Permasalahan umum yang diangkat adalah bagaimana Cina dapat memanfaatkan warisan budaya dan inovasi teknologi untuk meningkatkan daya saing produk mereka di pasar internasional, di tengah stigma negatif terkait pelanggaran hak asasi manusia dan kekhawatiran mengenai keamanan nasional. Tujuan penelitian ini adalah untuk mengeksplorasi dan menganalisis strategi pemasaran yang diterapkan oleh perusahaan-perusahaan Cina, serta memahami persepsi konsumen internasional terhadap produk budaya dan teknologi Cina. Metode penelitian yang digunakan adalah pendekatan kualitatif, dengan teknik pengumpulan data melalui studi kasus terhadap perusahaan-perusahaan yang berhasil memasarkan produk mereka, serta analisis dokumen terkait laporan industri dan kebijakan pemerintah. Hasil penelitian menunjukkan bahwa perusahaan-perusahaan Cina yang sukses dalam pemasaran produk budaya dan teknologi mereka telah mengadopsi strategi yang mengintegrasikan elemen budaya lokal dengan inovasi dalam pemasaran. Selain itu, peran pemerintah dalam mendukung pemasaran produk juga terbukti signifikan dalam meningkatkan daya saing produk Cina di pasar global. Penelitian ini memberikan wawasan yang komprehensif tentang bagaimana Cina dapat mengatasi tantangan dan memanfaatkan peluang dalam pemasaran produk budaya dan teknologi di tingkat internasional.

 

Kata kunci: pemasaran, produk budaya, strategi pemasaran, inovasi, pasar global.


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DOI: https://doi.org/10.54314/jssr.v8i2.2904

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