Characteristics of Chinese wholesalers’ marketing Behavior : a functional approach

Sherriff T.K. LUK, Ling Yee LI, Wanchun YE, Yinzhau XU

Research output: Journal PublicationsJournal Article (refereed)

1 Scopus Citations

Abstract

The Chinese government will open the country's wholesale sector to foreign firms three years after accession to the WTO. So far little has been reported about the wholesale distribution system in China. This paper investigates the marketing roles and functions undertaken by Chinese wholesalers based on the empirical data collected from 219 firms in southern and central China. The findings reveal that Chinese wholesalers are still reluctant to perform many marketing functions. Variations in their perceptions of their roles and functions in marketing channels can be partly explained by ownership type. The results provide not only insights for selection of wholesalers and effective management of wholesaling activities in China but also a platform for channel research in China.
Original languageEnglish
Pages (from-to)71 - 95
Number of pages25
JournalJournal of Global Marketing
Volume16
Issue number1-2
DOIs
Publication statusPublished - 2003
Externally publishedYes

Fingerprint

Marketing
Wholesalers
China
Foreign firms
Marketing channels
Government
Wholesaling
Empirical data
Accessions
Ownership
Distribution system
Marketing function

Keywords

  • China market
  • channel managment
  • wholesaling functions
  • functional approach

Cite this

LUK, Sherriff T.K. ; LI, Ling Yee ; YE, Wanchun ; XU, Yinzhau. / Characteristics of Chinese wholesalers’ marketing Behavior : a functional approach. In: Journal of Global Marketing. 2003 ; Vol. 16, No. 1-2. pp. 71 - 95.
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Characteristics of Chinese wholesalers’ marketing Behavior : a functional approach. / LUK, Sherriff T.K.; LI, Ling Yee; YE, Wanchun; XU, Yinzhau.

In: Journal of Global Marketing, Vol. 16, No. 1-2, 2003, p. 71 - 95.

Research output: Journal PublicationsJournal Article (refereed)

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