Positioning and advertising in the Chinese online consumer landscape. For Western Brands

      Аннотация: This book gives Western Companies insight into the Chinese Internet landscape. The Chinese consumer market is massive in size and offers great opportunity to a company that knows how to succeed in entering the market. The quick development and increasing incomes of consumers are making this market more and more interesting for foreign investors. The Internet is an effective media tool to reach out to this large number of Chinese consumers. To succeed in online positioning and advertising, brands need knowledge regarding Chinese Internet trends and landscape. These insights can be used to develop a style of positioning that applies to this market. This book will give consumer insights by answering the question: "Which insights into the Chinese consumer Internet landscape, allow a Western company to develop an effective positioning and advertising strategy?"

Ключевые слова: Positioning and advertising online, Chinese consumer market