Kevin Lin
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This document discusses strategies for Chinese companies and organizations to effectively communicate and market themselves in China. It provides case studies of how Pizza Hut and Mercedes-Benz translated their names into Chinese and recommends being creative when direct translations are not ideal. The document also suggests focusing Chinese brochures and websites on Chinese needs and aspirations rather than just providing English content. It notes key factors Chinese students consider when choosing a foreign university like application processing times, scholarships, and recognition of degrees in other countries.
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Kevin Lin
- 1. Compete in Chinese November 2006
- 2. Plan Name – your identity in Chinese Brochure/website – your communication in Chinese
- 3. Case study 1 Pizza Hut Surely Triumphant Guest
- 4. Why bother? 上天不下雨点 老板去接夫人
- 5. Question Was there a character that appeared in both lines? Why is it difficult? 上天不下雨点 老板去接夫人
- 6. How British Airways Tom Garner JAC VisitBritain
- 7. Transliteration Pronounce a sound Find a character with a similar sound But – No fixed links Accents: Geordie, Cockney, etc Often truncated Personal choice - spur of the moment
- 8. Case study 2 Mercedes Benz Ben Ci Fundamentally sub-standard Ben Chi Charging forward
- 9. The key Many characters to a sound More than one sound to a character Most names are not translatable You need a CREATIVE solution
- 10. Brochure/website Irrelevance: Up to 30% Not addressing Chinese needs and aspirations English content on website
- 11. Interaction 2 University ranking Applications processed speedily Locals are friendly to Chinese students Scholarships Leisure facilities Convenient shopping Extra curriculum activities Free NHS Low crime rate Work experience during holidays Low cost of living Many Chinese restaurants Great social life Recognition of the degree in other countries
- 12. Surprised? Recognition of the degree in other countries Fees charged Low crime rate
- 13. Thank you How can we help? Tel 0845 450 0721 [email_address] www.klcommunications.co.uk