Title: Mobile youth in China: a cultural perspective and marketing implications

Authors: Wen Gong, Zhan G. Li

Addresses: School of Business, Howard University, 2400 Sixth Street, NW, Washington DC, 20059, USA. ' School of Business and Management, University of San Francisco, 2130 Fulton Street, San Francisco, CA, 94117-1080, USA

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.

Keywords: Chinese youth; China; culture; mobile phones; cell phones; usage; consumption; multinational corporations; MNCs.

DOI: 10.1504/IJEB.2008.019107

International Journal of Electronic Business, 2008 Vol.6 No.3, pp.261 - 281

Published online: 29 Jun 2008 *

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