Markenführung im chinesischen Internet

Since China's accession to the World Trade Organization (WTO), an increasing number of companies from the Western world are pushing into the Chinese market and are faced with various cultural, economic, and legal hurdles that require engagement with the market and adaptation—not only in terms of portfolio and distribution but also particularly in communication. The state's strict control system, the country's infrastructural and demographic peculiarities, and the Chinese consumer as a 'black box'—these new challenges demand a modification of the measures and strategies that have proven successful in saturated Western markets. Through online brand management, which focuses on brand communication, new positioning opportunities arise: on one hand, through multimedia and interactive communication options, and on the other hand, through the rapidly increasing number and purchasing power of Chinese internet users. It is essential to consider the extent to which the use of the medium differs from that in Western countries and what impact this has on the practical implementation of brand communication in China. For Western companies, engagement in the Chinese market results in a balancing act between local adaptation and global brand management, with far-reaching consequences for future success. This book examines which communication measures are promising for Chinese websites, analyzes the presence of international companies, and provides the reader with actionable recommendations.