The emerging "fans economy" marketing mode in digital consuming products industry in China

Abstract

The purpose of this thesis was to identify the new marketing mode in the consuming products industry and to discuss its feasibility to apply the emerging marketing mode into other industries or countries. The new marketing mode is called the “Fans economy” marketing mode. The objectives of the thesis are comparing the new marketing mode with the traditional one rather than challenging it, so that the thesis can make the analysis about the advantages and the disadvantages of the new marketing mode.

The theoretical part contains the literatures review and the research background of this thesis. The literature review includes introducing the traditional marketing theories and cases and the current situation of marketing field in China. The research background includes presenting the business environment in China and also the development of Internet economy. These two aspects are the basis of research.

The empirical research part explained the general information of the cases companies. Xiao mi and Smartisan were chosen to be the study case companies. The thesis illustrated the marketing processes of Xiao mi and Smartisan respectively. The research methodology mainly used the qualitative analysis. The structured interview questions were created to collect the data and information for the research. Comparison of the new marketing mode with the traditional one was made after the demonstration of the emerging marketing mode.

In the end, the thesis dealt with the research findings by analyzing the advantages and the disadvantages for both the new marketing mode and the traditional one. Then it drew the summary and the recommendation.