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MARKETING MANAGEMENT IN CHINA

MARKETING MANAGEMENT IN CHINA. Scanning the Marketing Environment and Capturing Markets. Chapter 3. Marketing Environment Scanning Marketing Insight: Features of Transforming Market of China Marketing in China: The Rising Trend of China’s Middle Class Case Study: Vanke Group Ltd.

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MARKETING MANAGEMENT IN CHINA

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  1. MARKETING MANAGEMENT IN CHINA Scanning the Marketing Environment and Capturing Markets Chapter 3

  2. Marketing Environment Scanning Marketing Insight: Features of Transforming Market of China Marketing in China: The Rising Trend of China’s Middle Class Case Study:Vanke Group Ltd. Contents

  3. Find Market Opportunities Marketers find many opportunities by • identifying trends • identifying megatrends

  4. Environmental Forces Demographic Political-Legal Economic Technological Socio-Cultural Natural

  5. Economic Envrionment GDP in 2012: USD8243 billion, 7.8% FDI in 2012: USD112 billion Foreign Exchange Reserve in 2012: USD3.3 trillion Total Trade Volume in 2012: USD3866.7 billion Richer Chinese People：More Purchasing Power

  6. Natural Environment Shortage of raw materials Increased energy costs Anti-pollution pressures Climate Change Green Marketing Opportunities

  7. Population growth Population age mix Ethnic markets Educational groups Household patterns Geographical shifts Population and Demographics

  8. Social-Cultural Environment Confucianism（humaneness, loyalty, filial piety, trustworthiness） Taoism social roles of women Consumerism CSR

  9. Technological Environment Pace of change Opportunities for innovation Varying R&D budgets China: From Factory to R&D Center

  10. Political-Legal Environment Political stability Increase in business legislation

  11. Marketing Insight Features of Transforming Market of China: • Enormous • Changing • Different • Risky but lucrative

  12. Special Topic • Definition of China’s middle class • Who benefits from the rising China’s middle class? Opportunities for retailers Educational investment Consumer credit Insurance Automobile Luxury goods Airline/travel

  13. Chapter Case:Vanke Group Ltd. Discussion Questions: 1. As a leader in the real estate industry in China, what major marketing strategies did Vanke adopt? 2. How did Vanke identify China’s market demand and capture the market? Case Study

  14. Thank You

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