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China by Stuart Strother

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CHAPTER 6

Marketing Strategy

From the 1950s to the 1980s Chinese consumers bought generic products produced by state-owned companies. Since the reform era, numerous local and international brands have emerged, all vying for the attention of the Chinese consumer. A brand uses a name, a logo, and other features to distinguish the firm’s products from those of other firms. There are few if any “heritage” brands in the China market. It is up to each company to manage its brand image to successfully compete for the new wealth of the Chinese consumer.

Approaches to Marketing

In the previous chapter many different consumer segments in China were described. Foreign firms must decide which consumer segments to target when entering the China market. ...

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