EMPIRICAL STUDY ON THE "MADE IN CHINA" CONCEPT AND ANALYSIS OF CHINESE TRADE AND MARKETING STRATEGIES: THE CASES OF MOROCCO AND FRANCE

China has a good reputation as a big country, with a brilliant civilization and a glorious history. Nevertheless, according to our empirical study, numerous consumers have today a mixed perception of the "Made in China" concept. The management of the Chinese companies adopts strategies targeted for the conquest of markets, taking into account human, financial and logistic resources: Certain strategies are directed to quantitatively and qualitatively developed markets with a marketing approach based essentially on the brand image. The other strategies towards less developed markets where the consumer, for lack of consumerist culture or attachment to brands, is much less demanding that the western consumer. He or she prefers to emphasize the satisfaction of the physiological needs or those of association. By deepening the analysis of the brands, the products and the targets, we were able to propose a simplified model for the couple: “Group of products”/“target market.”