Mobile Youth in China: A Cultural Perspective and Marketing Implications
SMC Affiliated Work
School of Economics and Business Administration
International Journal of Electronic Business
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.
Business | Economics | Marketing
Li, Z. (2008). Mobile Youth in China: A Cultural Perspective and Marketing Implications. International Journal of Electronic Business
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