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Social Media Marketing in China

Social Media Marketing in China


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About the Book

Bachelorarbeit aus dem Jahr 2017 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,9, Hochschule Ruhr West, Sprache: Deutsch, Abstract: In den vergangenen Jahren hat das Social Media Marketing für Unternehmen enorm an Bedeutung gewonnen und dominiert den Verbrauchermarkt und die Geschäftswelt. Eine steigende Anzahl von Unternehmen nutzt Social Media Kanäle mit der Intention, ihre Zielgruppe zu erreichen. Die Nutzung sozialer Netzwerke ist eine gute Strategie, um die Verbraucher mit den Unternehmen und den Marken in Kontakt zu bringen. Für deutsche Unternehmen in China sind soziale Netzwerke ebenfalls ein wichtiger Bestandteil ihrer Werbestrategien, ihrer Kundengewinnung und ihrer Kundenbin-dung. Mit einer Anzahl von 1,3 Milliarden Einwohnern ist China das bevölkerungs-reichste Land der Welt und nahezu die Hälfte der Chinesen ist im Internet und auf Social Media Plattformen aktiv. Aus diesem Grund ist die Volksrepublik ein attraktiver Werbemarkt für deutsche Unternehmen, die in China tätig sind. Jedoch ist die Nutzung von Social Media Marketing in China für deutsche Unternehmen durch politische, kulturelle und gesellschaftliche Hintergründe und Gegebenheiten anders als in der Bundesrepublik Deutschland. Eine Ursache hierfür ist beispielsweise die staatliche Internetzensur in der Volksrepublik China, die den Zugang zu bekannten westlichen Social Media Plattformen, wie beispielsweise Twitter oder YouTube erschwert, indem sie diese vorübergehend oder sogar dauerhaft sperrt. Damit deutsche Unternehmen sich kontinuierlich auf dem chinesischen Markt etablieren können, müssen sie die kulturellen und politischen Barrieren überwinden und ihre Strategien für das Social Media Marketing an den chinesischen Markt anpassen und erweitern. Diese Arbeit thematisiert das Social Media Marketing in China und befasst sich mit den Chancen und Risiken für deutsche Unternehmen bei der Anwendung von Social Media Marketing in China.


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Product Details
  • ISBN-13: 9783668791312
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 70
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3668791317
  • Publisher Date: 31 Aug 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 154 gr


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