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An Empirical Investigation Into Chinese Generation Y Car Purchasing Behavior A Focus On Marketing Communication German Luxury Car Brands
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Book Synopsis An Empirical Investigation into Chinese Generation Y Car Purchasing Behavior: A Focus on marketing Communication & German Luxury Car Brands by : Fanny-Gabriela Kozicki
Download or read book An Empirical Investigation into Chinese Generation Y Car Purchasing Behavior: A Focus on marketing Communication & German Luxury Car Brands written by Fanny-Gabriela Kozicki and published by GRIN Verlag. This book was released on 2012-03-06 with total page 95 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, Tongji University (College of Arts & Communications), course: Master in Communication, language: English, abstract: In recent years, China’s Automotive Market has grown tremendously and reached the goal to be the worlds biggest. With the increase of automotive competitors, not only from local but also foreign organizations, a car brand needs to understand its audience well in order to apply its marketing communication strategies. In other words, apply the correct messages and related media to communicate with the targeted Chinese consumers successfully. China has currently 1.3billion individual consumers on the market, out of which over 350 are USD Billionaires and 500 million are below age 30. These two distinctive statistics of the consumer market are specifically pointed out, as they are the key to acknowledging that the consumers in China are changing. Recent studies have shown that the purchasing criteria, decision making process and used communication channels are quite different of the younger consumers than those of the ‘lost generation’ who acquired sudden wealth after the Cultural Revolution. Though, the newly rich, now in their 50’s, are still the main target group of luxury brands in China, a good marketer always has to be able to predict future developments. With the modernization of the Chinese society, the costumers who will inherit the fortunes of the “lost generation” and rise in line with the rise of the countries economy is namely Generation Y. Who are these successors of the post-revolution newly rich consumers and how do we communicate a product to them successfully? On the basis of my unquestionable fascination by China’s Automotive Market and German Luxury car brands, I will pursue to answer the above question in order to give an overview for a marketer as to how successfully communicate a car to Chinese Generation Y consumer. Due to research in this field still being at an embryonic stage I will personally carry out an empirical investigation and outline who this consumer is, how they process information, their usage of mass and personal communication and acknowledge their attitude towards German luxury car brands. Finally, on the basis of the research findings I will define Chinese Generation Y car purchasing behavior and create a marketing communication strategy for a German Luxury car brand in China wishing to engage with the consumer in question.
Book Synopsis Bulletin of the Atomic Scientists by :
Download or read book Bulletin of the Atomic Scientists written by and published by . This book was released on 1955-04 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
Book Synopsis Bulletin of the Atomic Scientists by :
Download or read book Bulletin of the Atomic Scientists written by and published by . This book was released on 1970-06 with total page 116 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
Book Synopsis Consumer behavior analysis of Chinese Auto Industry against foreign giant companies by : Alex Ngumbi
Download or read book Consumer behavior analysis of Chinese Auto Industry against foreign giant companies written by Alex Ngumbi and published by GRIN Verlag. This book was released on 2013-12-04 with total page 16 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2012 in the subject Business economics - Business Management, Corporate Governance, grade: A, University of Cambridge, language: English, abstract: This research study aims at making great contribution to the existing literature on country of origin concept from the viewpoint of the Chinese customers. This study will specifically investigate two key points. Firstly, the significance of the manufacturing nation of the product compared to the attributes of the choice of the Chinese consumers and secondly, the relative significance of the country image aspect of the consumer’s preference of the foreign goods. It is important to conduct a systematic investigation regarding the concept of country of origin in the developing countries as it has its effects on the exporters, foreign manufacturers, domestic manufacturers, marketers, and various channel intermediaries wishing or doing business in such countries. It also has its effect on the policy makers and government of the developing nations trying to develop domestic manufacturing competencies during intense competition from the foreign brands and also for the academics that are interested in comprehending the behavior of the consumers in the developing countries (Barbosa, 2010).
Book Synopsis Achieving Brand Loyalty in China through After-Sales Services by : Alexander Fraß
Download or read book Achieving Brand Loyalty in China through After-Sales Services written by Alexander Fraß and published by Springer. This book was released on 2016-06-08 with total page 317 pages. Available in PDF, EPUB and Kindle. Book excerpt: This paper provides a guideline for how the entire process chain of automotive after-sales services could be researched in China. In addition, Schwartz's individual level value theory is introduced as a beneficial operationalisation approach to cultural marketing. So, values are modelled as exogenous variables in order to show which ones are really causal. A total of 301 Chinese workshop customers were surveyed to assess the critical success factors of after-sales services via partial least squares structural equation modelling. After-sales services have become very important in the automobile industry. However, this area has not been sufficiently researched, particularly with regard to China, the most important car market globally.
Book Synopsis Digital and Social Media Marketing by : Nripendra P. Rana
Download or read book Digital and Social Media Marketing written by Nripendra P. Rana and published by Springer Nature. This book was released on 2019-11-11 with total page 337 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.
Book Synopsis Customer Insights: The Young Generation in China`s Megacities and the Proposals for Value to the Customer from the E-Mobility Business Model by : Ge Zhu
Download or read book Customer Insights: The Young Generation in China`s Megacities and the Proposals for Value to the Customer from the E-Mobility Business Model written by Ge Zhu and published by Cuvillier Verlag. This book was released on 2012-04-16 with total page 65 pages. Available in PDF, EPUB and Kindle. Book excerpt: Every vehicle innovation represents the process of human civilization in human history. In China, private car consumption has risen due to the trend towards urbanization and the rising income brought by the booming economy since 2000. However, the Chinese people may have to face a dilemma – “the city after the automobile” –because rarely a day passes without issues, such as energy shortages and traffic jams, in China’s megacities. Furthermore, the Chinese Government has realized that electric vehicles may offer a once in a lifetime chance to update the value chain in the automobile industry, due to China’s opportunity to become the technology hub for e-components because of its enormous domestic market, the raw material and labor cost advantage, as well as industry police support from the Chinese Government (Roland Berger Strategy Consultants, 2009). Today, a new business model innovation – the E-Mobility Business Model, which combines electric vehicles and car sharing – is emerging in the automobile industry. Some entrepreneurial carmakers and some of their (new) key partners, such as utilities, battery makers, energy suppliers, telematics service providers, etc., are attempting to offer creative value propositions that include not only traditional products like (electric) vehicles or services like financing, but also a unique customer experience – a seamless urban green mobility concept – that emphasizes smart individual urban mobility without car ownership. With the trend for private car consumption since 2000, Chinese car owners seem youthful and dynamic. According to SINOTRUST (2011), the average age of a car owner is about 35 years. Thus, carmakers have recognized that if they continue to focus mainly on serving their urban–affluent consumers, they risk missing the real opportunity – China’s young generation. Accordingly, this study defines China’s young generation as the target group. Then, it attempts to profile the proposals for value to the customer from the E-Mobility Business Model – electric vehicles and car sharing – as follows: • Desired customer value (DCV): This will be uncovered via focus group interviews and statistical hypothesis testing to explore the value propositions of the business model. In addition, Generation Y tends to prefer private car travel and express sympathy with car sharing. However, considering the social–economic reality, the vast majority of Generation Y members desire “Smart Mobility for Smart Life”, rational individual urban mobility without car ownership, against the background of the advances of mobile Internet and social networks (Feillard, 2010). • Expected customer value (ECV): This will be determined via maximum difference scaling (MaxDiff) to identify and plan the key activities of the business model. Generation Y seems pragmatic because this study has uncovered the consumer preference of Generation Y for functional customer value among emotional customer value, economic customer value, and functional customer value. Hence, for China’s young generation, the dream e-car seems to be reliable/safe, user-friendly, and cost saving. • Perceived customer value (PCV): This will be disclosed via conjoint analysis to classify the customers of the business model based on customer preferences for the concrete attributes of electric vehicles in terms of model, price, mileage, charge, and brand. Accordingly, Generation Y emphasizes basics such as the model, brand, or high-tech appeal, but only at the right price. As a result, the value offered to China’s young generation by electric vehicles and car sharing, originating from the Customer Value Hierarchy Model (CVHM), can be profiled. Following this, the study segments China’s young generation via factor analysis, cluster analysis, discriminant analysis, and cluster*attitude crosstabulation. As a result, the Generation Y clusters – showing differences in social–demographic profile, consumer mental characteristics, and attitude to e-mobility – may be identified. The cost saver – “Economist” – could be defined as the early adopter of e-cars and the fashion follower and the “Activity Faddist” could be defined as the early participant in car sharing, respectively. In addition, this study transforms the value to the customer resulting from e-mobility and the customer segment into the E-Mobility Business Model. First, the background of the E-Mobility Business Model – electrifying vehicles and communication instead mobility – will be introduced. Then, car sharing – an emerging business model in the automobile industry – will be presented via a business model canvas. Furthermore, this study attempts to blend the business model canvas with the blue ocean strategy. For good reason, a visual “big picture” can be profiled to help people understand how changing one part of a business impacts on other components (Osterwalder & Pigneur, 2010). Moreover, this study evaluates the business model via a SWOT analysis. Consequently, the payment reserves of the customer, infrastructure, degree of technology maturity of the e-car, and premium of the e-car can be recognized as the key factors in the marketing e-mobility concept (Olschewski, 2011). Furthermore, this study creates a positioning for e-mobility, “Smart Mobility for Smart Life,” via business innovation radar. The spirit of this positioning is to create a networking – a fleet or integrated city mobility mode – to meet the customer’s individual mobility needs in an efficient process – pick up/drop off anywhere via an official website, official shop, or smartphone apps. As a result, a seamless green urban mobile customer experience can be generated. To conclude, the advance of the battery on a mass scale could be recognized as the key factor to marketing electric vehicles. However, only the advanced E-Mobility Business Model can determinate whether electric vehicles and car sharing could really realize “Mobility, the ancient yet vigorous dream of human (Chen, W., 2002)”.
Book Synopsis Bulletin of the Atomic Scientists by :
Download or read book Bulletin of the Atomic Scientists written by and published by . This book was released on 1973-10 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
Book Synopsis Market Entry Concepts of Chinese Automotive Companies into the European Market by : Ramona Blietz
Download or read book Market Entry Concepts of Chinese Automotive Companies into the European Market written by Ramona Blietz and published by GRIN Verlag. This book was released on 2016-11-08 with total page 90 pages. Available in PDF, EPUB and Kindle. Book excerpt: Master's Thesis from the year 2015 in the subject Economics - International Economic Relations, grade: 1,3, Berlin School of Economics and Law (IMB), language: English, abstract: This paper investigates Chinese automotive companies’ internationalisation activities into the European market. They are still short on experience and young in history. Since the Chinese economy has only gradually liberalised after 1978, the industry has been highly influenced by joint venture activities with foreign automobile companies in China.12 years ago, Chinese automotive companies started to internationalise. Dunning’s eclectic paradigm is utilized as academic foundation and related motives and entry modes are aligned to current Chinese activities. In early attempts to enter Europe there was a predominant resource-seeking motive, while later market-seeking reasons became more obvious and have dominated the activities since. So far, ownership-specific advantages do not play a major role in terms of valuable intangible assets like patents, whereas location specific determinants are significant, especially in terms of governmental impact. Additional home market advantages in labour endowment, resources, legal environment and strong finan- cial resources give Chinese automakers an edge and prepare them to further internationalise. However, regarding all OLI forces, there are still no outweighing advantages over European competitors. The interviewed experts do not expect a noticeable market entry with significant sales volume within the next ten years. To date, Chinese exports and FDI in Europe are the most relevant modes even though visibility is marginal. According to industry experts, companies like Qoros, BYD and Geely are possible candidates to succeed on the European market in the future. Other brands, which failed to enter Europe, e.g. due to lacking safety standards, are yet still opinion-forming. It is concluded, that if China’s automotive industry consolidates and advances technologically, it will be prepared to successfully compete on global markets, in particular Europe. The acquisition of European car manufacturers represent – in this context – a feasible possibility to speed up the process and offset technological deficiencies.
Book Synopsis Comparison study in a car industry between China and Germany by :
Download or read book Comparison study in a car industry between China and Germany written by and published by GRIN Verlag. This book was released on 2007-02-07 with total page 13 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2006 in the subject Business economics - Investment and Finance, grade: 2,0, Ocean University of China, language: English, abstract: In Germany as well as in China, the automobile industry is one of the dominating sectors. Many economic activities like tire industry, plastics industry, metal processing rely on automobile. With changing technologies, production concepts, strategies and products, the car industry is often an initiator of innovations in other industries. Its success has been due to the technological competencies of manufacturers, suppliers and their respective employees. In this essay, I am going to describe the differences or similarities in a car industry between China and Germany, focusing on history, current facts, figures and other economic issues.
Book Synopsis Bulletin of the Atomic Scientists by :
Download or read book Bulletin of the Atomic Scientists written by and published by . This book was released on 1972-10 with total page 64 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Bulletin of the Atomic Scientists is the premier public resource on scientific and technological developments that impact global security. Founded by Manhattan Project Scientists, the Bulletin's iconic "Doomsday Clock" stimulates solutions for a safer world.
Book Synopsis China's Impact on the U. S. Automotive Industry by : Stephen Cooney
Download or read book China's Impact on the U. S. Automotive Industry written by Stephen Cooney and published by DIANE Publishing. This book was released on 2011 with total page 26 pages. Available in PDF, EPUB and Kindle. Book excerpt: This is a print on demand edition of a hard to find publication. China is both the fastest growing motor vehicle market and the fastest growing vehicle producer. Contents of this report: (1) Introduction; (2) China Becomes a Major Motor Vehicle Producer; (3) Foreign Investors in Chinese Motor Vehicle Industry: General Motors Now the Market Leader; Independent Production vs. Foreign Cooperation; (4) Impact of China on the U.S. Automotive Market: Chinese-Made Vehicles Not Imminent Factor; Major Chinese Impact in Automotive Parts; Competitive Labor Costs; (5) U.S. Policy Issues in Economic Relations with China; Administration Focus on Chinese Auto Sector Commitments; Congressional Concerns with Competition from China; (6) Conclusion. Charts and tables.
Book Synopsis The rise of the Chinese automobile industry by : Barbara Tischler
Download or read book The rise of the Chinese automobile industry written by Barbara Tischler and published by GRIN Verlag. This book was released on 2021-01-20 with total page 76 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2020 in the subject Business economics - Miscellaneous, grade: 1,0, Vienna University of Economics and Business (Institute for Strategic Management), language: English, abstract: This bachelor thesis deals with the development of the Chinese automobile industry (only passenger cars) over the past fifteen years (2005-2020). In the first part of the thesis, the political and economic development in China is outlined and major political events in contemporary Chinese history are discussed. A special emphasis is put on the open-door policies introduced by Deng Xiaoping in the late 1980s that still have a major impact on the Chinese automobile industry. In the literature review, the development of this industry is analyzed along four categories: government regulations, competitive landscape, products available and consumer behavior. In each of the categories, the changes and developments are elaborated in detail. Significant changes were found in all four categories. Particular attention was paid to government regulations as the research has shown that major changes have been made in recent years that have significantly impacted the entire industry. Ultimately, the current state of the Chinese automobile industry is outlined and shows the importance of this industry for the Chinese as well as the world economy. In the last part of the thesis, the opinions of experts working in or with the Chinese automobile industry are outlined. Over the working time of this thesis, eight expert interviews have been conducted with professionals from diverse cultural backgrounds and work experience in the Chinese automobile industry. The insights provided should allow a better understanding of the current state and challenges. While for some topics all experts agreed (e.g. surprising rapid growth of Chinese automobile industry), there was no common opinion on other topics (e.g. potential of Chinese EVs).
Book Synopsis Market Entry in China by : Christiane Prange
Download or read book Market Entry in China written by Christiane Prange and published by Springer. This book was released on 2016-05-14 with total page 231 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book compiles brand new case studies on the intricacies and market entry strategies of different companies in China. The sheer speed and scope of China’s growth makes it unique and investment opportunities are very attractive. Despite the potential, many western companies fail in their market entry strategies. This book traces the major sources of failure and uses cases to illustrate how firms can better cope with the challenging Chinese market. With a special focus on marketing, positioning, and branding, this book presents issues and solutions of both large multinationals and small niche market players.
Book Synopsis An analysis of risks and chances for the German automotive supplier industry within the Chinese market by : Felix Emmerich
Download or read book An analysis of risks and chances for the German automotive supplier industry within the Chinese market written by Felix Emmerich and published by GRIN Verlag. This book was released on 2008-06-27 with total page 39 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (undergraduate) from the year 2008 in the subject Business economics - General, grade: 2,0, University of Cooperative Education (VWA Stuttgart (BA)), language: English, abstract: “China – big but not easy” (1) titled the Automotive Industries Magazine in its July 2005 issue, reporting about the German premium car manufacturer Audi, who is manufacturing in China since 1999. This simple statement breaks down the risks and opportunities for the German automotive supplier industry in China into two keywords. The first one is “big”: in the last decades, the eyes of the world’s automotive supplier industry have been directed to China, because it is promising to be the world’s biggest market soon. Given the fact that one fifth of mankind lives in China and its standard of living is rapidly improving, it is only a question of time until the promise becomes real. In addition to this enormous sales potential, the advantages of cheap labor and an improving level of technology and education show China’s attractive sourcing potential. The second one is “not easy”: exploiting this potential and taking part in the growth comes with a variety of challenges to the foreign suppliers: a completely different culture, a dynamic and highly competitive market and a political-legal system that favors its home industry over the foreigners – only to name a few. Although this paper is concerned with the German automotive suppliers in particular, it is inevitable to draw a complete picture of the country in general and the situation of the automotive manufacturers, which are in many areas the driving force behind the supplier’s activities. So the first chapters describe the market environment, progressing from the general to the specific and providing the framework necessary for the in-depth analysis of risks and opportunities. These are separated into internal and external aspects. Internal risks and opportunities derive from the weaknesses and strengths of a company itself. The external risks and opportunities in contrast can hardly be influenced by the suppliers as they are effects of the political and economical development. But the suppliers can develop strategies to adapt: using the opportunities and avoiding the risks! So, the aim of this paper is to show why China is such an important but difficult market for the German automotive suppliers and – as a conclusion – to give recommendations and strategies for being Successful in China. (1) Wessel-Aas (2005), p.1
Book Synopsis China's Impact on the U.S. Automotive Industry by :
Download or read book China's Impact on the U.S. Automotive Industry written by and published by . This book was released on 2006 with total page 23 pages. Available in PDF, EPUB and Kindle. Book excerpt: China is both the fastest growing motor vehicle market and the fastest growing vehicle producer. Output and sales have grown from less than two million vehicles annually before 2000 to nearly six million vehicles in 2005. In the number of vehicles that it manufactures China has passed Korea and France, is on pact to overtake Germany, and would then trail only the United States and Japan. A disproportionate share of China's output has always been heavy vehicles, but since 2000, China's growth has been led by the increase in passenger cars. They now account for about half of China's production. China exports or imports few motor vehicles: less than 200,000 of each. Exports are growing much more rapidly than imports and are mostly light trucks shipped to developing country markets in Asia, Africa and the Middle East. China's industry has developed extensively with the aid of foreign direct investment, unlike those of Korea and Japan. This investment has been from major international automobile manufacturers, led by General Motors (GM), that are unlikely to promote Chinese exports in competition with their own products in other markets. As a consequence, the Chinese companies that have expressed an interest in exporting cars are those who are less dependent on such cooperation and may struggle to meet safety and emission standards in industrial countries. Most experts do not see a high volume of exports from China into these markets in the near future. By contrast, Chinese auto parts exports are already making inroads into the United States. While U.S. motor vehicle trade with China was insignificant in 2005, the United States imported $5.4 billion in parts from China, while it exported about one-tenth of that amount. China accounted for 6% of U.S. auto parts imports n 2005, but the amount has quadrupled since 2000. Many of these imports are aimed at the aftermarket, as most of what China now exports to the U.S. market are standard products such as wheels, brake parts and electronics. But with high rates of investment in China by the leading U.S. manufacturers of both cars and parts, major companies such as GM look to increase sourcing from China. The Bush Administration has noted that the new Chinese auto policy announced in 2004 eliminated practices not compatible with China's commitments as a member of the World Trade Organization (WTO). However, this policy maintains a limit of no more than 50% ownership by any foreign investor in a motor vehicle manufacturing joint venture inn China. Moreover, the Administration has filed a WTO case alleging discriminatory Chinese application of tariffs on automotive parts. Congress has been concerned with broad policies giving Chinese exporters unfair trade advantages. The Senate approved a bill, added as an amendment to other legislation, that would place a high tariff on Chinese imports unless China revalues its pegged exchange rate. Further action has been postponed on this measure. Legislation to allow U.S. producers to bring countervailing duty cases against Chinese firms subsidized by their government has been approved in the House and a new law has tightened rules against trade in counterfeited goods.
Book Synopsis Research Methods for Business Students PDF eBook by : Mark N. K. Saunders
Download or read book Research Methods for Business Students PDF eBook written by Mark N. K. Saunders and published by Pearson Higher Ed. This book was released on 2015-07-15 with total page 768 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Methods for Business Students has been fully revised for this 7th Edition and continues to be the market-leading textbook in its field, guiding hundreds of thousands of student researchers to success in their research methods modules, research proposals, projects and dissertations. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
