Digital Marketing in China: How B2B Companies Can Successfully Expand into the Chinese Market

Nils Horstmann ()
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Nils Horstmann: eviom GmBH, Geschäftsführung

Chapter 21 in B2B Marketing, 2021, pp 503-525 from Springer

Abstract: Abstract China’s economy is booming and offers great opportunities for foreign B2B companies. It is important to analyze the basic cultural and technical characteristics of the Chinese market in advance and to take them into account in a locally adapted marketing and sales strategy. Especially digital channels such as WeChat and Baidu are of central importance in the B2B market and are therefore important factors for sustainable business success.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-54292-4_21

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DOI: 10.1007/978-3-030-54292-4_21

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