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Markenführung im chinesischen Internet by Schweinsberg, Nina

Markenführung im chinesischen Internet

by Nina Schweinsberg
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Book cover type: Paperback
  • ISBN13: 9783836601252
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Diplomica Verlag
  • Publisher Imprint: Diplomica Verlag
  • Publication Date:
  • Pages: 130
  • Original Price: USD 59.9
  • Language: German
  • Edition: N/A
  • Item Weight: 164 grams
  • BISAC Subject(s): General

Seit dem Beitritt Chinas zur World Trade Organisation (WTO) drängen immer mehr Unternehmen der westlichen Welt auf den chinesischen Markt und sehen sich vielfältigen kulturellen, ökonomischen und gesetzlichen Hürden gegenüber, die eine Auseinandersetzung mit dem und eine Anpassung an den Markt erfordern - nicht nur hinsichtlich des Portfolios und des Vertriebs, sondern auch insbesondere der Kommunikation. Das strenge Kontrollsystem des Staates, die infrastrukturellen und demografischen Besonderheiten des Landes, der chinesische Konsument als "Black Box" - diese neuen Herausforderungen verlangen eine Modifikation der Ma nahmen und Strategien, die sich in den gesättigten westlichen Märkten bewährt haben. Durch die Markenführung im Internet, die sich auf die Markenkommunikation konzentriert, ergeben sich neue Möglichkeiten der Positionierung: zum einen durch die multimedialen und interaktiven Ansprachemöglichkeiten, zum anderen durch die rasant steigende Anzahl und Kaufkraft chinesischer Internetnutzer. Berücksichtigt werden muss dabei aber die Frage, inwieweit sich die Nutzung des Mediums von der in westlichen Ländern unterscheidet und welche Auswirkungen dies auf die praktische Umsetzung der Markenkommunikation in China hat. Für westliche Unternehmen resultiert aus dem Engagement im chinesischen Markt eine Gratwanderung zwischen lokaler Anpassung und globaler Markenführung mit weit reichenden Folgen für den zukünftigen Erfolg. Im vorliegenden Buch wird untersucht, welche Ma nahmen der Kommunikation für chinesische Webseiten Erfolg versprechend sind, die Auftritte internationaler Unternehmen werden analysiert und es werden dem Leser Handlungsempfehlungen gegeben.

Nina Schweinsberg, Diplom-Ingenieurin (FH), Studium Medien und Informationswesen in Offenburg mit dem Schwerpunkt Medienmanagement und -marketing. Beratend tätig im Bereich Internetkommunikation für einen internationalen Automobilkonzern.

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