| Summary: | 碩士 === 國立宜蘭大學 === 應用經濟與管理學系經營管理碩士班 === 101 === Guanxi and Renqing are the two unique culture specificities in Chinese society. There is a saying in Chinese culture; “Having Guanxi everything works perfectly; not having Guanxi everything does not work”. This illustrates the Chinese society precisely. Therefore, this study has investigated on Chinese customers’ willingness of purchasing products. We have used experts’ in-depth interview to a vice president and four salesman of car dealership, and applied the data to the grounded theory. Based the result we can have the following conclusions. First, when purchasing durable goods, Chinese tend to buy from people they knew; and in the process of purchasing, they will consider the Guanxi and relationships between them and the salesman. Second, the best way for the salesman to establish Guanxi with Chinese customer is to execute the things they have promised and frequently put themselves in customers’ shoes. Third, giving Renqing and marking Renqing are very significant in Chinese society, since Chinese consumers have high expectation toward the future. Chinese often expect to get the edge that other people could not get through the relationships they have, in the mean time expect themselves to give something in return in the future. Fourth, Chinese highly value “Mianzi”; in the process of dealing, using flattery reasonably on your customers will increase the possibility of success dealing. Therefore, sending small gifts and giving out attractive proposals not only enhance customers’ loyalty but also increase the possibility of success dealing.
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