1、The American Commercial Culture,By Sue,What is “commercial culture”?,The conception of commercial culture,1、是商品流通领域中产生的一切文化现象。 2、商业文化是以商品和服务为载体，以组织商品交易为纽带，反映、弘扬、拓展社会物质文明和精神文明的总合。 3、是商业运行中的思想观念、道德品质和行为规范，其核心内容是企业精神，是商品生产、商品流通和商品消费过程中反映和体现出的时代观念。 4、商业文化是商业价值观，是商业运行过程中的价值取向，它体现在商业的经营目标、商品经营结构以及服务体系和营销手
2、段、方法等方面。,商业文化的内容,1、商业环境文化 商品流通的德基础条件，影响、制约和推动着商业运作的全过程。2、商品文化 商品具有丰富的文化内涵和文化附加值，是商业运作的主要载体。 3、商业营销文化 商业营销文化是商业文化的基本内容，也是最活跃的因素。4、商业组织制度文化 商业运作的有序进行必须有组织制度的保证。5、商业伦理文化 是制约商业经济活动的最深层次的因素。,What is “American commercial culture”?,Profit first They use money to earn more profit Chain operation mode The po
3、pulaire commercialize Professional makes perfect Good at marketing themselves Jewish culture influence,1.Profit first,This creed is seemed to be received by every American. There is a very famous novel represents the American Commercial Culture-Babbitt(巴比特). This book was written by the first Americ
4、an Noblest in Literature (美国第一位诺贝尔文学奖得主). This book unscrambles the culture deeply.,The background,1920s-the brightly colored time Politics: conservatism(保守主义) Economic: the Roaring Time(飙升的年代) Ideology: Lost(迷惘), the Waste Land(荒原) Social life: Jazz Age(爵士时代) The mainstream culture(主流文化): commercia
5、l culture(商业文化) and consumer culture(消费文化),To use the money to earn more profit & chain operation mode,We can see that the Americans like to invest in the overseas factories. That is their strategy; they use little money to get the cheap raw materials and the cheap labor in the developing countries
6、and products will just sold in the country where they were produced.,This is a kind of marketing method. For one hand, the American merchants pay very attention to the “branding”. They will set a lot of shop to sell the products around the city. For example, the Wal-Mart the KFC, the McDonalds, the
7、Nike shops and so on.,And what about the chain operation mode?,For another hand, it might be industry chain. The company would produce a series of products. Lets take the Disney company for an example. If they make a new cartoon movie, first they would spent a lot of money on advertising to enlarge
8、the box office; second, they would like to produce a lot of posters, tolls of the cartoon. Than, the Disneyland theme park would have a new member.,the populaire commercialize,I think this is the fruit of the “brand effect”. In America, many products may not be the best ones, but the most popular on
9、es. The KFC and the McDonalds comes again. Yes, they are not as historic as the Chinese cooking, or as healthy as our Chinese dishes, but it is still very popular. Why? Because it is a kind of plebification.(平民化),Professional makes perfect,We all know that the retail business(零售业) in America is well
10、-developed. And we can also see many kind of professional shops in the US. Such as Specialty Store, the Shopping Mall, Factory Store, Flea Market And many the same kind of professional stores will appear in the commercial district.,Some differences between the American commercial culture & Chinese c
11、ommercial culture,Profit first V.S. Friendship,The story about Lin Yutang(林语堂) and Pearl Buck(赛珍珠) told us the only thing that the American merchant cares about is the profit. There is an old Chinese saying that “买卖不成仁义在” doesnt work in America.,Different thought about the business,The American businessmen has the totally different thinking about how to run a business. We have known that the Americans prefer to investment(投资). The money in their hands is just like the Golden hen. And they are more far-sighted than many Chinese.,The end,Thanks for listening! O(_)O,
