Marketing in various cultural and social settings

Minh Chau Nguyen

Master's thesis

Abstract:

China is a unique market with huge economic potential, but it is not easy for foreign companies to enter and survive there. Research has shown that Chinese politics, economic policies, business culture, and consumer behavior are different from the West. Given China’s rapid growth, the business competition is also very intense here. This paper aims to explore the uniqueness of doing business in China and how foreign brands can localize their marketing strategies to succeed here. We first investigate the Chinese market: the business culture, the opportunities, and challenges that lie ahead of foreign investors. This shows us the importance of a consistent localization strategy in China. Next, we analyze the consumer behavior in China: what do modern Chinese consumers look like, what interests them, and how they make their shopping decisions. Since China is one of the world’s leaders in the tech race, it would be a shame not to investigate the role digitalization plays in consumers’ daily lives. After consolidating the knowledge on the Chinese market and its consumers, it is time to draft a suitable localization strategy for our marketing. In my thesis, I conduct content analysis and netnography based on relevant books, researches, journals, company reports, agency analyses, and articles. I also analyze some case studies to illustrate my arguments. My analysis shows that effective localization strategies express the foreign company’s respect to the Chinese culture, government, and people. Good localization of marketing strategies increases brand awareness, sales, and customer loyalty in China. Global companies can “glocalize” in China by finding the balance between adapting to the local culture, trends, and language and maintaining their internationalism as a unique selling point. Further research needs to be done on the impact of the US-China trade war and Covid-19 virus outbreak on the economy and consumer behavior in China.

Abstract:

China is a unique market with huge economic potential, but it is not easy for foreign companies to enter and survive there. Research has shown that Chinese politics, economic policies, business culture, and consumer behavior are different from the West. Given China’s rapid growth, the business competition is also very intense here. This paper aims to explore the uniqueness of doing business in China and how foreign brands can localize their marketing strategies to succeed here. We first investigate the Chinese market: the business culture, the opportunities, and challenges that lie ahead of foreign investors. This shows us the importance of a consistent localization strategy in China. Next, we analyze the consumer behavior in China: what do modern Chinese consumers look like, what interests them, and how they make their shopping decisions. Since China is one of the world’s leaders in the tech race, it would be a shame not to investigate the role digitalization plays in consumers’ daily lives. After consolidating the knowledge on the Chinese market and its consumers, it is time to draft a suitable localization strategy for our marketing. In my thesis, I conduct content analysis and netnography based on relevant books, researches, journals, company reports, agency analyses, and articles. I also analyze some case studies to illustrate my arguments. My analysis shows that effective localization strategies express the foreign company’s respect to the Chinese culture, government, and people. Good localization of marketing strategies increases brand awareness, sales, and customer loyalty in China. Global companies can “glocalize” in China by finding the balance between adapting to the local culture, trends, and language and maintaining their internationalism as a unique selling point. Further research needs to be done on the impact of the US-China trade war and Covid-19 virus outbreak on the economy and consumer behavior in China.

Keywords

Digital marketing in China, localization, glocalization, marketing strategy, Chinese business culture, Chinese consumer behavior

Language used: English

Date on which the thesis was submitted / produced: 30. 3. 2021

Thesis defence

• Date of defence: 9. 6. 2021
• Supervisor: Mgr. Jitka Cirklová, M.A.
• Reader: PhDr. Ilona Toufarová

University of Finance and Administration

Master programme / field:
Marketing Communication / Marketing Communication