Mobile Youth in China: A Cultural Perspective and Marketing Implications
SMC Affiliated Work
1
Status
Faculty
School
School of Economics and Business Administration
Department
Marketing
Document Type
Article
Publication Date
2008
Publication / Conference / Sponsorship
International Journal of Electronic Business
Description/Abstract
China's youth mobile market is to become the single largest one by subscribers and third largest by spending power in the world by 2007. As such, more and more Multinational Corporations (MNCs) are setting their eyes on this huge lucrative market. To help MNCs form effective marketing strategies to win in this battlefield, the paper first examines the unique characteristics of this market, followed by an elaboration, from a cultural perspective, on what inspires the youth and drives their mobile behaviour. Lastly, suggestions are offered on how MNCs can best capitalise on the potential this market has to offer.
Scholarly
yes
DOI
10.1504/IJEB.2008.019107
Volume
6
Issue
3
First Page
261
Last Page
281
Disciplines
Business | Economics | Marketing
Original Citation
Li, Z. (2008). Mobile Youth in China: A Cultural Perspective and Marketing Implications. International Journal of Electronic Business
Repository Citation
Gong, Wen and Li, Zhan. Mobile Youth in China: A Cultural Perspective and Marketing Implications (2008). International Journal of Electronic Business. 6 (3), 261-281. 10.1504/IJEB.2008.019107 [article]. https://digitalcommons.stmarys-ca.edu/school-economics-business-faculty-works/477
