Marketing Decisions in China: Positioning, Branding, Marketing Mix

Christiane Prange ()
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Christiane Prange: Tongji University

A chapter in Market Entry in China, 2016, pp 17-25 from Springer

Abstract: Abstract Before the late 1970s, marketing was of no concern to Chinese companies because they took orders from the state and fulfilled predefined production and distribution targets. Alongside economic reforms, consumer income has become higher and the middle-income market has continuously increased, thereby paving the way for foreign products that are more expensive and of higher quality. Currently, the market is rapidly bifurcating between a still large (but less affluent) mass market and a new, even bigger group of upper-middle-class consumers. Companies need to adapt their marketing strategy to these requirements, in particular branding decisions, positioning, and marketing mix.

Keywords: China; Globalization versus localization; Marketing; Branding; Positioning (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-29139-0_3

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DOI: 10.1007/978-3-319-29139-0_3

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