Chinese Marketing Practices
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Chinese Marketing Practices
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Author : G. Radha Krishna
language : en
Publisher:
Release Date : 2006
Chinese Marketing Practices written by G. Radha Krishna and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with China categories.
With the advent of liberalization measures and the WTO into China, the country has become a market place for international players to compete with local and international players. Now, Chinese local markets have become so competitive that the companies th
Doing Business In China Online
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Author : Val Kaplan
language : en
Publisher:
Release Date : 2017-02-20
Doing Business In China Online written by Val Kaplan and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-02-20 with categories.
Digital marketing in China is quickly becoming the central element of the overall business strategy for companies entering this rapidly growing market. What makes it particularly challenging for foreign companies is the absence of familiar digital marketing tools such as Facebook, Google, YouTube etc. On the other hand, the presence of the local digital marketing and ecommerce ecosystem, which is relatively unknown outside of China, demands localized approach with new set of strategies.This book covers all aspects of developing successful digital marketing programs for China - from market research to search engine marketing to mobile and social media and other marketing channels.Chinese consumer is also becoming more sophisticated and discerning which leads to intensified competition among product makers and service providers. Local market specifics often require companies to significantly pivot their marketing strategy to adjust to the new reality.Essentially, this is what this book is all about - how foreign companies can adapt their existing marketing practices to Chinese market and devise new effective marketing strategies that deliver real results.The primary focus of this book on online digital marketing is due to two reasons. First, practice proves that it is the most efficient and cost effective channel in China and it is becoming increasingly so. It is also widely predicted that digital aspect of marketing will inevitably become the most important element in overall marketing strategy as people will continue moving more of their traditionally offline activities into online realm.The second reason is the unprecedented proliferation of ecommerce in China. Chinese ecommerce market is already larger than that of US and is predicted to pass $1 trillion mark in 2019. This makes digital marketing a natural choice for promoting anything that can also be bought online, which, in China's case, is pretty much everything. The ability to place a point of sale just a click away from an ad shortens the sales cycle and makes conversions much faster and easier to achieve.This book will not only give you a solid understanding of digital marketing landscape in China but also serve as guide to develop your own marketing strategy for your business.
Marketing Strategies Of Chinese Companies
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Author : Fenghua Tang
language : en
Publisher: Diplomica Verlag
Release Date : 2010-06
Marketing Strategies Of Chinese Companies written by Fenghua Tang and has been published by Diplomica Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-06 with Business & Economics categories.
Ten or fifteen years ago global business was mainly in the hands of a select number of multinational giants. Small and medium-sized business concentrated on their home markets and perhaps one or two neighboring countries. Not so any longer. Even the smallest businesses have realized that they have something to market in distant countries. Under these circumstances, Chinese companies of all sizes in various industries have recently opened to foreign competition. According to the Chinese Commerce Ministry's new release on relevant report, the Chinese foreign investment reached a new record of 26,51 billion US-Dollars in 2007. This represented a growth of 25,3 percent compared to 2006. After the quantity expansion, the quality offensive comes silently. Today, Chinese companies throw not only millions of T-Shirts, toys or plastic bowls in the international market but also wireless LCD-televisions, telecom-equipment and precision tools as well. Chinese companies have realized that a competitive advantage based on low costs, low prices and large quantities in a global economy cannot defend itself long. Consequently, they focus consistently on innovation and brands. In addition, China's globalization also needs strong mental forces. China does not just want to be a world factory, but instead be an internationally competitive market place that Western competitors already are. In the involvement of Chinese companies abroad aimed at specific markets, several strategies are recognizable. German and European companies are facing new chances and challenges at the same time. People must correctly assess the situation and corporate strategies and business concepts, with which they respond effectively and sustainably. The following questions are the focus: In what areas and branches do Chinese companies concentrate in German market? Which Chinese companies go abroad? What are their market entry strategies? What are their competitive strategies? And what are the steps of Chinese investments? What problems in the Chinese M&A business in Germany? How to overcome or avoid them? What are other problems? What branches are suffering from Chinese competition in Germany and EU? Chances or threats? How can German companies face this shift in a global economy and respond appropriately?
Brand New China
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Author : Jing Wang
language : en
Publisher: Harvard University Press
Release Date : 2010-04-10
Brand New China written by Jing Wang and has been published by Harvard University Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2010-04-10 with Business & Economics categories.
One part riveting account of fieldwork and one part rigorous academic study, Brand New China offers a unique perspective on the advertising and marketing culture of China. Jing Wang’s experiences in the disparate worlds of Beijing advertising agencies and the U.S. academy allow her to share a unique perspective on China during its accelerated reintegration into the global market system. Brand New China offers a detailed, penetrating, and up-to-date portrayal of branding and advertising in contemporary China. Wang takes us inside an advertising agency to show the influence of American branding theories and models. She also examines the impact of new media practices on Chinese advertising, deliberates on the convergence of grassroots creative culture and viral marketing strategies, samples successful advertising campaigns, provides practical insights about Chinese consumer segments, and offers methodological reflections on pop culture and advertising research. This book unveils a “brand new” China that is under the sway of the ideology of global partnership while struggling not to become a mirror image of the United States. Wang takes on the task of showing where Western thinking works in China, where it does not, and, perhaps most important, where it creates opportunities for cross-fertilization. Thanks to its combination of engaging vignettes from the advertising world and thorough research that contextualizes these vignettes, Brand New China will be of interest to industry participants, students of popular culture, and the general reading public interested in learning about a rapidly transforming Chinese society.
Consumer Behavior In Asia
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Author : Erdener Kaynak
language : en
Publisher: Routledge
Release Date : 2014-06-23
Consumer Behavior In Asia written by Erdener Kaynak and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-06-23 with Business & Economics categories.
Understand the Asian consumer’s demands and effective marketing strategies! The emergence of China as a viable consumer market has created tremendous opportunities for international or multinational firms looking for market entry or expansion in China. At the same time, the evolution of the Chinese economy and the increasing heterogeneity of Chinese consumers also pose a great deal of challenges for global marketers trying to assess and evaluate the Chinese market. Consumer Behavior in Asia: Issues and Marketing Practice will help marketers and market researchers understand Asia’s consumer market by providing you with a consumer segmentation of China’s 1.25 billion population as it explores Asia’s cultural values, consumer perceptions, and attitudes. From this book, you will discover everything from perceptions and preferences toward advertising and different consumer goods to the emergence and growth of different upper class sectors. Consumer Behavior in Asia provides you with demographics, psychographics, and life-styles of Asian consumers to assist you in successfully entering the Asian market. Academics and business executives will be able to examine the emergence of the Asian markets and focus on the similarities and differences of Asian consumers with Western counterparts. Consumer Behavior in Asia will enable you to accurately assess market demands and enact effective marketing strategies. With this essential book you will explore several studies that reveal information on Asian consumers, including: marketing strategies for firms to adjust and thrive as fast food providers in Asia market segmentation considerations for rural and urban areas a complete outline of China’s population segments, buying preferences, and spending power consumer decisions based on the country-of-brand and brand of product Asian generation X-ers’perceptions toward advertising influences of cultural forces on consumer behavior, such as the importance of gift giving Consumer Behavior in Asia provides you with a complete overview of China’s economy and highlights the attractiveness of the growing market. The plethora of business opportunities in China is epitomized by the encouraging words one would say to an ambitious merchant--“Go west, young man--to the East!”
Research Frontiers On The International Marketing Strategies Of Chinese Brands
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Author : Zuohao Hu
language : en
Publisher: Routledge
Release Date : 2016-08-05
Research Frontiers On The International Marketing Strategies Of Chinese Brands written by Zuohao Hu and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-08-05 with Business & Economics categories.
This book proposes a theoretical framework identifying external and internal factors that influence internationalization strategy of Chinese brands and brand performance. It explores several key strategies e.g. standardization versus adaptation, price leadership versus branding, OBM export versus OEM export, and incremental versus leap-forward internationalization model. The relationships are examined between various international marketing mix e.g. distribution channel and pricing strategies, and brand performance. Through case studies the text also analyses the internationalization of contract-based firms.
Business To Business Marketing Practices In China
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Author :
language : en
Publisher:
Release Date : 2007
Business To Business Marketing Practices In China written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007 with Industrial marketing categories.
The quest for the greatest untapped business-to-business market on earth remains difficult and fraught with challenges.While some have succeeded,many have also failed.Why? This e-book seeks to answer this question. Written for academics,researchers and practitioners,we believe that the papers in this issue make valuable contributions toward,and provide substantive insights into successful business marketing practices in China.The articles that have contributed to this issue have covered topics like the role of morality in business,resourcing the Chinese telecommunication market,and using B2B marketing as away of increasing service revenue.
Market Entry In China
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Author : Christiane Prange
language : en
Publisher: Springer
Release Date : 2016-05-14
Market Entry In China written by Christiane Prange and has been published by Springer this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-05-14 with Business & Economics categories.
This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s growth makes it unique and investment opportunities are very attractive. Despite the potential, many western companies fail in their market entry strategies. This book traces the major sources of failure and uses cases to illustrate how firms can better cope with the challenging Chinese market. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players.
Greater China In The Global Market
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Author : Yigang Pan
language : en
Publisher: Psychology Press
Release Date : 2000
Greater China In The Global Market written by Yigang Pan and has been published by Psychology Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Business & Economics categories.
Learn the secrets of doing business successfully in China! From tips on how to run joint ventures with Chinese companies to research on the tastes of Chinese consumers, Greater China in the Global Market contains the most up-to-date information on business and marketing strategies in China. This volume brings you the practical advice and empirical research of top experts in the field, including John Farley of Dartmouth College, John Child of Cambridge University, and Rohit Despande of Harvard University. Tapping China's huge economy can be highly profitable, but only if you understand the subtleties of doing business in the Chinese culture. Greater China in the Global Market offers insider's views of guanxi, the Chinese concept of relationship that can make or break international business ventures in China, as well as the expertise in Chinese corporate and consumer cultures you will need to establish successful business strategies. Greater China in the Global Market presents a comprehensive view of the essential factors in marketing to China, including: the difference in corporate culture between joint ventures and state-owned enterprises the most effective ways to manage the value chain activities in joint ventures the merits and limitations of various entry strategies, including umbrella companies, franchising, and contractual joint ventures, among others the influence of risk-absorption capability and risk-dispersion mechanisms on the choice of entry mode the factors that influence timing your entry into the market the changing tastes of Chinese consumers the correlation between brand consciousness and income in younger consumers a thorough literature review of twenty years of marketing research on China Greater China in the Global Market is a valuable resource for front-line marketing executives in China as well as corporate decision makers in their headquarters at home. It is a must read for academics and business practitioners with an interest in China.
Advertising And Consumer Culture In China
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Author : Hongmei Li
language : en
Publisher: John Wiley & Sons
Release Date : 2016-09-06
Advertising And Consumer Culture In China written by Hongmei Li and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2016-09-06 with Social Science categories.
This book provides a comprehensive analysis of Chinese advertising as an industry, a discourse and profession in China’s search for modernity and cultural globalization. It compares and contrasts the advertising practices of Chinese advertising agencies and foreign advertising agencies, and Chinese brands and foreign brands, with a particular focus on the newest digital advertising practices in the post WTO era. Based on extensive interviews, participant observation, and a critical analysis of secondary data, Li offers an engaging analysis of the transformation of Chinese advertising in the past three decades in Post-Mao China. Drawing upon theories of political economy, media, and cultural studies, her analysis offers most significant insights in advertising and consumer culture as well as the economic, social, political, and cultural transformations in China. The book is essential for students and scholars of communication, media, cultural studies and international business, and all those interested in cultural globalization and China.
