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Marketingkommunikation in der Volksrepublik China: Analyse der chinesischen Medienlandschaft

Marketingkommunikation in der Volksrepublik China: Analyse der chinesischen Medienlandschaft

          
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About the Book

Inhaltsangabe: Einleitung: Zweck dieser Arbeit ist, Besonderheiten des chinesischen Marktes bezüglich der Marketingkommunikation aufzuweisen und Unternehmen, die auf dem chinesischen Markt werben wollen, Hinweise auf Besonderheiten der Werbung in China zu geben. Die Volksrepublik China ist mit einer Bevölkerung von derzeit 1,2 Milliarden und einem rasant steigenden Lebensstandard der größte zu erschließende Konsumentenmarkt der Welt. Wie dieser jedoch zu erschließen ist, ist eine andere Frage, der besonders westliche Unternehmen vergleichsweise hilflos gegenüberstehen. Diese Arbeit enthält eine Einführung in die Probleme, die sich im Zusammenhang mit Werbeaktivitäten in China ergeben und vermittelt einen Überblick über die Medienlandschaft in China. Die Ausarbeitung bietet einen Einblick in Marketingkommunikation in China unter Beachtung nationaler Gegebenheiten, die sich wesentlich von denjenigen des Heimatmarkts unterscheiden, und interkultureller Aspekte. Insbesondere wird auf die Kommunikation über die Massenmedien eingegangen. Im Zuge der Reformpolitik und der Transformation zu einem marktwirtschaftlichen System hat sich der Stellenwert der Unternehmenskommunikation stark verändert. Die Zusammenhänge zwischen wirtschaftlicher Entwicklung und dem Stellenwert der Marketingkommunikation werden in dieser Arbeit erläutert. Darüber hinaus haben sich in der Volksrepublik China seit Einsetzen der Wirtschaftsreformen neue Rahmenbedingungen für effizientere Kommunikationspolitik herauskristallisiert. Über diese Entwicklung der Werbe- und Medienbranche, die in China ein vergleichsweise neues Terrain ist, wird ein historischer Abriss gegeben. Wer in China kommuniziert, muss beachten, dass heute noch in Staat und Gesellschaft jahrhundertealte Traditionen das Wirtschaftsleben dominieren. Diese Tatsache soll im folgenden berücksichtigt werden. Gang der Untersuchung: In dieser Arbeit werden zunächst Grundzüge der seit 1978 in der Volksrepublik China praktizierten Reform


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Product Details
  • ISBN-13: 9783838645346
  • Publisher: Diplom.de
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 9 mm
  • Weight: 204 gr
  • ISBN-10: 3838645340
  • Publisher Date: 23 Sep 2001
  • Height: 210 mm
  • No of Pages: 150
  • Series Title: German
  • Sub Title: Analyse der chinesischen Medienlandschaft
  • Width: 148 mm


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Marketingkommunikation in der Volksrepublik China: Analyse der chinesischen Medienlandschaft
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