Marketing to Chinese consumers on the internet

Jun Yu (University of Illinois, Chicago, Illinois, USA)

Marketing Intelligence & Planning

ISSN: 0263-4503

Publication date: 1 June 2006



To provide an objective assessment of the current and future potential of China as an environment for the practice of internet marketing.


The findings of a series of biennial longitudinal studies, published by a research centre operating under the auspices of the Chinese government, were analysed and interpreted. Key variables and future trends were inferred from the re‐assembled data.


The online market in China is growing rapidly and has a strong potential, despite many real obstacles and many others based on superficial interpretation of received wisdom now substantially out of date. Although the majority of Chinese consumers are still internet novices, the only concrete concerns among the experimenting minority are product quality and online security. The indications are that the short‐to‐medium term future therefore offers more opportunities than threats to alert market entrants.

Practical implications

A comprehensive analysis of the findings of an official large‐scale survey last conducted in 2004 provides up to date market intelligence concerning a rapidly developing market for planners and academic observers. Specific marketing‐mix strategies are suggested.


An authoritative overview of a complex operating environment.



Yu, J. (2006), "Marketing to Chinese consumers on the internet", Marketing Intelligence & Planning, Vol. 24 No. 4, pp. 380-392.

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Copyright © 2006, Emerald Group Publishing Limited

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