MARKETING COMMUNICATION IN CHINA

Marketing Communication in China: The Trend toward to a more Integrated Approach



Table of Contents

CHAPTER NO 1: INTRODUCTION3

Significance of the Study3

Research Aims and Objectives3

Research Questions4

Hypothesis4

CHAPTER NO 2: LITERATURE REVIEW5

Websites6

E-mailing6

Mobile Marketing7

Other Tools of Digital Communication11

CHAPTER NO 3: RESEARCH DESIGN AND METHODOLOGY12

Data Sources and Research Limitations12

Research Instruments12

Data Types13

Time Scale14

Reliability & Validity15

CHAPTER NO 4: DATA ANALYSIS AND CONCLUSION16

Data Analysis16

Conclusion16

CHAPTER NO 1: INTRODUCTION

Significance of the Study

The study will help assess in effective implementation of marketing communication activities for small and medium size enterprises in China. In recent years there has been an increased emphasis on selling and purchasing of goods. This research originates from the observation that consumer market is more oriented towards purchasing and more companies are jumping into the effective marketing strategies that particularly include the marketing communication of their products and services in order to create awareness of their products in the minds of the prospect. Accordingly, the first purpose of this study will be to investigate the approaches of small and medium size enterprises in China related to marketing communication.

Research Aims and Objectives

Defining the main objectives of any research is the first step into developing a structured work as these objectives will provide an important support to the overall investigation. Lacking such guidance could result in a poor study with no relevant and useful meaning. This enquiry aims to consider the media planning that entails for activities pertaining to marketing communication for small and medium size enterprises in China, and in order to accomplish such task the following objectives have been set:

To review extant conceptual models and theoretical frameworks related to marketing communication.

To analyze the extent to which marketing communication can affect the customers' perception and preferences in online selling for SMEs.

To identify and recommend any other opportunities through which companies could support and strengthen their marketing and planning strategies.

Research Questions

Based on the above objectives, research questions are necessary to specify and provide even further guidance on how the study's main issues can be addressed. These questions are to be answered at the end of this investigation and will be used to drawn a final conclusion from the research conducted.

What are the key issues of marketing communication planning in Chinese SMEs?

What is the future trend of marketing communication in China?

How consumer response (feedback) to different communication campaign that undertaken by SMEs in China?

Different successful marketing communication plan in China and why they are successful in China?

Hypothesis

H1: There are various factors that affect marketing communication planning in Chinese SMEs.

H2: Future trend of marketing communication in China is positive.

H3: There is significant relationship of consumer response with the to different communication campaign for SMEs in China.

CHAPTER NO 2: LITERATURE REVIEW

The marketing communication, which the SMEs in China should start for its products promotion should be through social networks, websites, e-mails, e-newspapers, e-banners, mobile marketing, and online chat. This digital communication can effectively create awareness among the target market, because adolescents, adults and older adults follow these markets rapidly (Schwartzman, Gillin, 2011, p.121). This can effectively increase products promotion, and benefit ...