Chinese Consumers

Exploring the World's Largest Demographic
1. Auflage 2019
ISBN: 978-981-10-8991-6
Verlag: Springer Nature Singapore

Buch, Englisch, 230 Seiten, Format (B × H): 153 mm x 216 mm, Gewicht: 433 g

This book offers a comprehensive analysis of Chinese consumers from multiple perspectives, from the megatrends to their values and psychological changes. The book examines in detail the digital and mobile transformation of the consumers, the way their lifestyle, social interactions and shopping habits have changed, and the opportunities they offer to marketers. The analysis and insights are based on the author’s first-hand observations of the metamorphosis of the consumers and consumption in China over the last fifteen years.

Zielgruppe

Research

Autoren/Hrsg.

Sethi, Ashok

Fachgebiete

• Wirtschaftswissenschaften Volkswirtschaftslehre Internationale Wirtschaft Volkswirtschaften einzelner Länder und Regionen
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1. Introduction: The Yin and the Yang of the Chinese Consumers.- 2. The Mega Forces.- 3. Digital China.- 4. Key Segments of Chinese consumers.- 5. Key Industries for Future Growth.- 6. Luxury with Chinese Characteristics.- 7. Looking into the Chinese Consumer Mind.- 8. Branding in China.- 9. The Changing Marketing Game.- 10. Looking Ahead. 11. Illustrative Consumer Portraits.

Über Autor(innen)

Ashok Sethi leads the Illuminera Institute in Shanghai and has over 30 years of experience in providing marketing consultancy and consumer insights and 15 years of first-hand experience in observing the Chinese consumers.