Mobile youth in China: a cultural perspective and marketing implications
by Wen Gong, Zhan G. Li
International Journal of Electronic Business (IJEB), Vol. 6, No. 3, 2008

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.

Online publication date: Sun, 29-Jun-2008

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Electronic Business (IJEB):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com