Segmenting the Chinese consumer market : a hybrid approach

Geng CUI

doi:10.1300/J046v11n01_05

Segmenting the Chinese consumer market : a hybrid approach

Geng CUI

Research output: Journal Publications › Journal Article (refereed) › peer-review

23 Citations (Scopus)

Abstract

China as one of the Big Emerging Markets (BEMs) has attracted increasing trade and foreign investment in the past two decades. The emergence of China as a viable consumer market has created tremendous opportunities for multinational corporations (MNCs). Meanwhile, continuous evolution of the economy and increasing heterogeneity of Chinese consumers challenge foreign marketers to accurately assess market demand and to enact effective marketing strategies. This research proposes to segment China's consumer market using a hybrid approach including demographics, psychographics and geographics. It also examines several other notable characteristics of the Chinese consumer market and draws marketing strategy implications for MNCs.

Original language	English
Pages (from-to)	55-76
Number of pages	22
Journal	Journal of International Consumer Marketing
Volume	11
Issue number	1
DOIs	https://doi.org/10.1300/J046v11n01_05
Publication status	Published - 1999
Externally published	Yes

Bibliographical note

[Haworth co-indexing entry note]: ‘‘Segmenting China’s Consumer Market: A Hybrid Approach.’’ Cui, Geng. Co-published simultaneously in Journal of International Consumer Marketing (International Business Press, an imprint of The Haworth Press, Inc.) Vol. 11, No. 1, 1999, pp. 55-76; and: Consumer Behavior in Asia: Issues and Marketing Practice (ed: T. S. Chan) International Business Press, an imprint of The Haworth Press, Inc., 1999, pp. 55-76.

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 17 Partnerships for the Goals

Keywords

Segmentation
Marketing strategy
China’s consumer market

Access to Document

10.1300/J046v11n01_05

Cite this

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title = "Segmenting the Chinese consumer market : a hybrid approach",

abstract = "China as one of the Big Emerging Markets (BEMs) has attracted increasing trade and foreign investment in the past two decades. The emergence of China as a viable consumer market has created tremendous opportunities for multinational corporations (MNCs). Meanwhile, continuous evolution of the economy and increasing heterogeneity of Chinese consumers challenge foreign marketers to accurately assess market demand and to enact effective marketing strategies. This research proposes to segment China's consumer market using a hybrid approach including demographics, psychographics and geographics. It also examines several other notable characteristics of the Chinese consumer market and draws marketing strategy implications for MNCs.",

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N2 - China as one of the Big Emerging Markets (BEMs) has attracted increasing trade and foreign investment in the past two decades. The emergence of China as a viable consumer market has created tremendous opportunities for multinational corporations (MNCs). Meanwhile, continuous evolution of the economy and increasing heterogeneity of Chinese consumers challenge foreign marketers to accurately assess market demand and to enact effective marketing strategies. This research proposes to segment China's consumer market using a hybrid approach including demographics, psychographics and geographics. It also examines several other notable characteristics of the Chinese consumer market and draws marketing strategy implications for MNCs.

AB - China as one of the Big Emerging Markets (BEMs) has attracted increasing trade and foreign investment in the past two decades. The emergence of China as a viable consumer market has created tremendous opportunities for multinational corporations (MNCs). Meanwhile, continuous evolution of the economy and increasing heterogeneity of Chinese consumers challenge foreign marketers to accurately assess market demand and to enact effective marketing strategies. This research proposes to segment China's consumer market using a hybrid approach including demographics, psychographics and geographics. It also examines several other notable characteristics of the Chinese consumer market and draws marketing strategy implications for MNCs.

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KW - Marketing strategy

KW - China’s consumer market

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DO - 10.1300/J046v11n01_05

M3 - Journal Article (refereed)

SN - 0896-1530

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SP - 55

EP - 76

JO - Journal of International Consumer Marketing

JF - Journal of International Consumer Marketing

IS - 1

ER -

Segmenting the Chinese consumer market : a hybrid approach

Abstract

Bibliographical note

UN SDGs

Keywords

Access to Document

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