個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Marketing to China's Youth: A Cultural Transformation Perspective
內容大綱
China's rapid transition to a market economy has remolded society culturally, especially when it comes to young people between the ages of 5 and 24. Numbering over 400 million and wielding increasing power and influence over personal and household purchases, these youths will determine the future preferences and trends of the country's consumer market. Thus, they represent enormous market opportunities for foreign companies. How important is this dynamic market? Do the challenges outweigh the attractions? And how best can marketers appeal to these bolder, more individualistic, more "Westernized" young Chinese consumers?