As you contemplate your next business step in China, whether you are about to enter the marketplace or are looking to expand your customer base, it is important to consider the power of communications in cementing your position in the Chinese market.
The Chinese marketplace is highly fragmented and diverse - urban versus rural, east versus west, north versus south, youth and young adults versus their parents and seniors, multinationals versus Chinese national companies - to name just a few of the more glaring dichotomies to be contemplated when formulating a market strategy. Identifying and reaching out to your target audience can be a challenge. Establishing your reputation and market position is key. Because competition can be stiff your company and product must be at the top of the minds of your potential customer. Further, because the marketplace is price sensitive, building loyalty to your corporate or product brand is essential to ensure the long-term success of your business.
With over 8,500 print publications and the world's largest television audience, the potential to target your customer and ensure that they are watching or reading about your company and product is very high. Considering what your message should be and which outlet to target can be daunting.
