CHINA – THE RISING DRAGON IN E-COMMERCE : What Foreign Companies Should be Aware of When Entering the Chinese Online Shopping Market
Hackstetter, Tatjana (2013)
Karelia-ammattikorkeakoulu (Pohjois-Karjalan ammattikorkeakoulu)
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201403102981
https://urn.fi/URN:NBN:fi:amk-201403102981
Tiivistelmä
China is expected to become the world’s largest e-commerce market by 2015. In the next few years, the Chinese online business market is forecasted to surpass the US market in terms of online shoppers and spending power. At this juncture, particularly local online companies reap the benefits from China’s growing online market. However, the burgeoning market also represents a tempting investment opportunity for foreign companies. Firms that plan to tap into the Chinese online shopping market have to tailor its strategies to the unparalleled ecosystem and behavior of Chinese digital consumers.
The main aim of this paper is to provide an overview over Chinese e-commerce landscape and to develop a guideline for foreign companies that wish to reap the benefits of this attractive market.
Within the framework of this paper, a research and analysis were conducted in order to find out how to enter and to successfully compete in China’s dynamic e-commerce market. In the course of this, China’s e-commerce industry with its main players and customer behavior patterns is examined. Additionally, market entry strategies and a marketing mix are described to be able to overcome initial barriers. Eventually, business related challenges such as integration of online payment, delivery options and differentiation from competitors are presented.
The main aim of this paper is to provide an overview over Chinese e-commerce landscape and to develop a guideline for foreign companies that wish to reap the benefits of this attractive market.
Within the framework of this paper, a research and analysis were conducted in order to find out how to enter and to successfully compete in China’s dynamic e-commerce market. In the course of this, China’s e-commerce industry with its main players and customer behavior patterns is examined. Additionally, market entry strategies and a marketing mix are described to be able to overcome initial barriers. Eventually, business related challenges such as integration of online payment, delivery options and differentiation from competitors are presented.