Intercultural Communication :: Sociology, Cultural Identity

With the development of economical globalization, intercultural communication has played a big part in international business activities. In fiat to carry out efficient intercultural communication, pack should understand and focus on cultural identicalness more. Jameson (2007) stated that cultural identity which refers to a somebodys status in a group includes six components vocation, categorise, geography, philosophy, language, and biology (p.210). This essay will discuss that cultural identity of customers is an important friendship for Haier Group when it develops new product and market, especially when it comes to the partitioning, geography vocation. Cultural identity linked to class has a great effect on a companys marketing. The social and economic class which people run low to assimilate big effect on their daily consumption stopping point (He & Liu, 2003, p.249). Leung (2005) claimed that social and economic status of people is the reliable indicators of which cla ss people fall into, providing the valuable practical information for the enterprises (p.362). Generally speaking, the people who argon in the high social and economic class usually atomic number 18 more willing to consume. In other words, it can mean the economic class of the consumer will directly affect the consumer demand and spending array of consumer (Leung, 2005, p.370). Jameson (2007) found that economic, social and educational classes often define groups of people who per centum common values, behavior, and attitudes these cultural groups also cut across national and heathenish 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 service or product. In general, integrity 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 example, when Haier Group enters into Japanese washing machine market, it found that nearly of the washing machines on the market are the big capacity. They are non suitable for the single white-collar class. Therefore, Haier Group designed and introduced a dainty capacity and high quality washing machine for them. The products are widely appreciated, and Haier Group firstly opened the door of Japan market.Owing to the doubtful impacts geographical environments exercise on human life, people living in different regions have different demands for the products. Jameson (2007) argued that Geography creates cultural groups but not only in terms of nationality.