摘要
Every time I attend a seminar in marketing, sales or PR, someone will mention the wvord ＂guanxi ＂ Relationships are, of course, important in any market. By building guanxi , companies get better access to information, increased sales, or overcome bureaucratic hurdles by having the means to legitimately explain the company＇s position to decision makers. As important as this concept is in China, however, few companies take a strategic approach to guanxi -building, even in the most obvious areas of government relations, media outreach or sales. A company＇s collective guanxi can be defined as the organizatiorfs ability to call on personal relationships to appropriately facilitate the achievement of business objectives.
