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Communiquer en Chine - Comprendre le paysage médiatique chinois

Ce rapport signé Meltwater fait le tour des différences de communication en Chine, et comment se les approprier pour mieux réussir.

  • EditeurMeltwater
  • Version PDF - 11 pages - 2018 - Anglais

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Introduction ou extrait du livre blanc

"Global companies and brands are increasingly shifting their focus from the developed economies of Hong Kong, Singapore, South Korea and Taiwan – referred to as the “Four Asian Tigers – and are instead targeting the unique market of Greater China.

China has launched several Special economic zones of China (SEZs) across a wide range of provinces, aiming to attract foreign investment and technology.

The introduction of the Shanghai-Hong Kong Stock Connect has further facilitated foreign companies’ ability to set up, run, and test the Chinese market for business opportunities.

Despite this, the Chinese market is still difficult to tap into. To succeed, it is important for businesses to understand the basic consumer behaviour and current media landscape in China.

Many companies seem to dive in with their head first, before they have understood how the market works. However, in China you cannot do business in the same manner as in other parts of the world.

It is a long march to build a solid brand in China, and therefore it is important to understand the market. In this report, we aim to clear some confusion about the Chinese market, in order to give your business the right tools when you plan to tap into the market of Greater China."

Communiquer en Chine - Comprendre le paysage médiatique chinois