1. Marketing to China's youth: a cultural transformation perspective
- Author
-
Wen Gong, Zhan G. Li, and Tiger Li
- Subjects
China -- Demographic aspects ,China -- Economic policy ,China -- Youth market ,Youth -- Economic aspects ,Teenagers -- Economic aspects ,Marketing -- Forecasts and trends ,Market trend/market analysis ,Business ,Business, general - Abstract
China's youth in the age group of 5 and 24 controlled $75.3 billion consumer market for 2002. The group's influence on the international market has been attributed to the China's open-door policy, choice for products and services, transformation of market economy and the society. The significance of the Chinese youth market and their cultural transformation are discussed. Marketing strategies for Western marketers in the global youth market from the perspective of Chinese youth segment are presented.
- Published
- 2004