Relationship Management in Chinese Culture: Guanxi (关系)

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Relationship Management in Chinese Culture: Guanxi (关系)

The Chinese are acclaimed to be the masters of building Guanxi (关系) (it means "connections" or "relationships" in Chinese), sometimes by ourselves, unfortunately there is an obvious misunderstanding of the concept in Chinese culture and society.

As its Pinyin is becoming more popular in English language instead of any other translations such as "relationships" or "connections", we can see how widely and fiercely Guanxi is expanding its cultural, social and (mostly) commercial implications and influences beyond its Chinese cultural territory.

The core concept of Guanxi in Chinese is "a personal connection between two people or a group of people (a network) in which one is able to prevail upon another to perform a favor or service, or be prevailed upon."

As an art of social relationship, Guanxi has generally formed the basis of Chinese social value structure. When it goes to the business reign, unfortunately, it often violates bureaucratic norms and leads to corruption. Such negative aspects will no doubt impair its great charm as a social art.

Thankfully, while the research of relationship in the western is learning from the oriental wisdom, the science of relationship will definitely have a positive influence on this Chinese social art.

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		2 stanford, South Africa
	Relationship Management in Chinese Culture: Renging (人情) Renging (人情) is another interesting relationship concept in Chinese culture. It is the obligation to return a favour to a (business) companion, based on the moral obligation to maintain the relationship. However in other cultures this might amount to unethical behaviour.

		2 Jaap de Jonge Editor, Netherlands
	Chinese Relationship Management: Miànzi (面子) Another interesting idea related to relationship management us that of miànzi (面子) (it means "face" in Chinese). Miànzi means social status, propriety, prestige, or more realistically a combination of all three (source: Wikipedia). Compare Guanxi with Western concept: Social Capital.

		1 Jasleen Kaur Manager, India
	International Relationship Marketing and Traditions China/Taiwan/Hong Kong have an age old tradition of burning paper money, as well as mock up versions of mansions, cars, luxury bags, etc. It is a ritual done for the deceased relatives to enjoy these in the afterlife. Gucci recently sent out warning letters to funeral-shops to stop selling paper version of their hand-bags and it was not taken so well in the community and Gucci had to declare a public apology for the same. They stated their intention was only to safeguard Gucci's trademark for any infringement. These kind of cases teach us a lot of international relationship marketing aspects. Brands should be aware of their communities' traditions and be sensitive towards them. Else, they can end up in the situation of spoiling their brand relationship.