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Digital marketing strategies for entering the Chinese market


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With China’s emergence as an economic powerhouse, many multinational companies have looked to it to grow their profit margins by selling to the increasingly large Chinese middle class. This group, estimated at about 300 million people, is young, educated, mobile-enabled and digitally savvy. Marketers have naturally turned to social media marketing to connect and engage with these consumers. Given the differences between Chinese and Western social media marketing, the influence of the Chinese government and rapidly shifting online behaviours, this market segment has increasingly attracted the attention of academic and industry researchers intrigued by the impact of these changes on social media practitioners, especially Western marketers working to understand the Chinese landscape. This paper describes key features of the Chinese internet and the key platforms and media therein, and presents perspective, insights and implications that practitioners may consider when planning the strategy for and execution of a Chinese social media programme.
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Keywords: Chinese digital marketing; Chinese market entry; Chinese social media; digital marketing in China; digital strategies for Chinese market entry; social media strategy in China

Document Type: Research Article

Publication date: May 1, 2014

More about this publication?
  • Journal of Digital & Social Media Marketing is the essential peer-reviewed, professional journal for all those involved in the marketing of products or services using digital channels. Its overriding goal is to provide an authoritative, practitioner-focused forum to support the professional development of all those working in, or entering, the field. As such, the Journal's content is both of direct relevance to the practice of digital marketing and intellectually rigorous.

    Topics range from measuring and improving digital media effectiveness and ROI to search engine optimisation, from social media marketing to partner marketing, from mobile marketing to email marketing, website design, display advertising, pay per click and detailed marketing analytics. In short the Journal focuses on any of the established and emerging digital media, tools and practices requiring new approaches to marketing, branding and understanding customer behavior and attitudes.

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