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Strategic market planning in China: A means-end chain approach to market segmentation within the Beijin mobile phone market

Sun, Q 2007, Strategic market planning in China: A means-end chain approach to market segmentation within the Beijin mobile phone market , PhD thesis, University of Salford.

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    Abstract

    With a dramatic economic growth rate of 10% per year, China, as one of the Big Emerging Markets, has drawn increasing attention from both academia and industry. Its market potential and growth rate is believed to be the top attraction for global investment. In many sectors, the increasing number of options available to consumers has led to the emergence of a consumer society in China and has further fed the development of variance in consumer behaviour. This has imposed imperatives of consumer research in China, especially market segmentation research, on both foreign multinational companies and indigenous 5 manufacturers, in order i) to identify the unique needs of consumers, to provide more desirable product/service packages, and iii) to communicate brand value via more appropriate messages to targeted consumers.

    Item Type: Thesis (PhD)
    Contributors: Williams, A(Supervisor)
    Themes: Media, Digital Technology and the Creative Economy
    Schools: Colleges and Schools > College of Arts & Social Sciences > School of Arts & Media > Centre for Media, Art & Design Research and Engagement (MADRE)
    Colleges and Schools > College of Arts & Social Sciences > School of Arts & Media
    Depositing User: Institutional Repository
    Date Deposited: 22 Jul 2011 15:10
    Last Modified: 18 Feb 2014 15:06
    URI: http://usir.salford.ac.uk/id/eprint/14902

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