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Rural markets and peasant marketing did not fare well during the Maoist era, which extended from well before the consolidation of communist power in China to the triumphal return of Deng Xiaoping as the central political figure in 1977. Maoist radicals, who in broad perspective may be said to have held the political initiative throughout the era, can be fairly characterized as having an anti-market mentality. While this set of attitudes derives in part from Marxism, it is also rooted in the ideological preconceptions of late-imperial Confucian bureaucrats. The Maoist elite in the People's Republic and the traditional bureaucratic elite of the late empire were equally unhappy with market exchange, and both showed a preference for redistribution.
Rural markets and peasant marketing did not fare well during the Maoist era, which extended from well before the consolidation of communist power in China to the triumphal return of Deng Xiaoping as the central political figure in 1977. Maoist radicals, who in broad perspective may be said to have held the political initiative throughout the era, can be fairly characterized as having an anti-market mentality. While this set of attitudes derives in part from Marxism, it is also rooted in the ideological preconceptions of late-imperial Confucian bureaucrats. The Maoist elite in the People's Republic and the traditional bureaucratic elite of the late empire were equally unhappy with market exchange, and both showed a preference for redistribution.
A bstractThis paper examines the changes in the structure of markets and marketing practices in China since the economic reforms of 1978. These changes are then framed against the backdrop of the economic system under Mao. In doing so, the importance of examining markets and marketing practices is highlighted within the larger context of socio-cultural and political forces. This is particularly significant given the recent political upheavals in China. Although the marketing process is primarily economic in nature, it cannot be understood out of this context. The current events in China bring into question the viability of' the construct of "market socia1ism"not only in the context of China hut in other socialist countries as well. It is only within such a framework that changes in product design and policy, competition, retail structure, consumer protection, and marketing communication can be understood. Finally, the implications of China's experiment with western business and a f e w speculative observations regarding the future of business in China are identified. RbumiLhuteure se penche sur Ies changements dans la structure des marchPs et Ies pratiques commerciales survenus en Chine depuis les reformes Pconomiques de 1978, avec pour toile de .fond le systgme Pconomique en vigueur sous Mao. Ce faisant, elle souligne li'mportance d'examiner les marchks et Ies pratiques cornmerciales dans un contexte sociotwlturel et politique. Cette vision glohale s hvhre particulihrement prrtinente 2 la lumi6re des rPcents soul~vementspolitiques en Chine. Bien que le phPnornPne de marchi soil dbhord un ph6nomPne de nature Pconomique, il est impossible de le comprendre en dehors d'un contexte plus global. Les PvPnements ricents de Chine viennent remettre en causr la viahilit& de la construction d'un "soc.iulisme de march& '; non seulemrnt dans ce pays mais egalement dans les autres pays socialistes. C'est seulemrnt dans ce cadre que peuvent s 'expliquer les changements relatifs a la crkation de produits et a la politique de produits, a la concurrence, a la structure du commerce de detail, a la protection des consommateurs et aux techniques de communication commerciale. Enfin, lbuteure se penche sur les consequences du nouvel intPrSt de la Chine pour 1 'Pconomie de marchP et se livre u un certain nomhre de spkculations Li p r o p s de 1 bvenir dt> celle-ci dans ce pays. JOY 2. to reinforce the significance of political and sociocultural contexts in understanding markets and marketing in China; 3. t o provide some speculative observations about the future of business in China.
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