Title

Mobile Youth in China: A Cultural Perspective and Marketing Implications

SMC Author

Zhan Li

SMC Affiliated Work

1

Status

Faculty

School

School of Economics and Business Administration

Department

Marketing

Document Type

Article

Publication Date

2008

Publication Title

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

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