Intercultural Communication :: Sociology, Cultural Identity

With the development of stintingalal globalization, inter heathenish communication has played a big part in multinational business activities. In order to carry out efficient interethnical communication, heap should understand and focus on cultural identity more. Jameson (2007) stated that cultural identity which refers to a persons status in a group includes six components vocation, class, geography, philosophy, language, and biology (p.210). This essay will discuss that cultural identity of customers is an important consideration for Haier gathering when it develops new product and market, oddly when it comes to the class, geography vocation. Cultural identity linked to class has a smashing effect on a companys marketing. The social and economic class which nation belong to have big effect on their daily use decision (He & Liu, 2003, p.249). Leung (2005) claimed that social and economic status of people is the reliable indicators of which class people fall into, providing the valuable practical reading for the enterprises (p.362). Generally speaking, the people who argon in the high social and economic class usually are more willing to consume. In early(a) words, it can mean the economic class of the consumer will directly strike the consumer demand and spending habit of consumer (Leung, 2005, p.370). Jameson (2007) found that economic, social and educational classes often define groups of people who share common values, behavior, and attitudes these cultural groups also attenuated across national and ethnic lines (p.212). Therefore, the people belong to the same economic or social class may have the similar consumption tendency. The specific economic class usually requires a particular attend to or product. In general, Single white-collar crowds belong to the high income class. They are the class who has considerable income, and they have the requirements of high quality of product. However, they dont have too many clothes to wash. For examp le, when Haier Group enters into Japanese laundry machine market, it found that most of the washout machines on the market are the big capacity. They are not suitable for the single white-collar class. Therefore, Haier Group designed and introduced a small capacity and high quality washing machine for them. The products are widely appreciated, and Haier Group firstly opened the adit of Japan market.Owing to the profound impacts geographical environments exercise on tender life, people living in different regions have different demands for the products. Jameson (2007) argued that geographics creates cultural groups but not only in terms of nationality.