Research on the Development of Chinese market Based on 4Ps Marketing Mix

DOI

10.2991/etmhs-15.2015.28How to use a DOI?

Keywords

the Development of Chinese market; 4PS Marketing Mix; Cultural Marketing

Abstract

In 2001, after joining the World Trade Organization, China makes further integration into the multilateral trading system in the world by opening up a broader market. Since then, more and more multinational companies make direct investment in China in order to develop Chinese market. In the face of the different cultural backgrounds between host and home country, establishing a correct and accurate cross-cultural marketing strategy can help the multinationals to develop and dominate the market in China successfully. In this thesis, I analyzed Chinese cultural environment and combined the 4Ps marketing mix with case analysis together to illustrate the characteristics of cross-cultural marketing strategy of multinational companies in China and get some inspiration at last.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Hong Ke
AU  - Lingyang Li
PY  - 2015/03
DA  - 2015/03
TI  - Research on the Development of Chinese market Based on 4Ps Marketing Mix
BT  - Proceedings of the 2015 International Conference on Education Technology, Management and Humanities Science
PB  - Atlantis Press
SP  - 122
EP  - 125
SN  - 2352-5398
UR  - https://doi.org/10.2991/etmhs-15.2015.28
DO  - 10.2991/etmhs-15.2015.28
ID  - Ke2015/03
ER  -