A marketing communication plan for company X in China
Zhao, Shiqi (2022)
Zhao, Shiqi
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022112123270
https://urn.fi/URN:NBN:fi:amk-2022112123270
Tiivistelmä
The main purpose of this thesis project is to assist company X in designing a marketing communication plan with the aim of explicating how to best market intimate care products to women in China. Thus, a further pur-pose is to design the implementation of an effective marketing communication plan to achieve this goal. In light of this, the aim of the study was to investigate which online social media platform would be optimal for market-ing and communicating female intimate care products and the attitudes of Chinese women towards female intimate care products.
Firstly, the theoretical part of this study focuses on traditional integrated marketing communications as well as digital integrated marketing communications. In traditional integrated marketing communication theory tradi-tional marketing communication and traditional promotion mix are introduced, whereas in digital marketing communication digital marketing, digital promotion mix and social platform marketing communication are dis-cussed.
The method chosen for this study was qualitative, and in-depth interviews were conducted because to answer the research questions, it was necessary to explore people's initiative as well as their selection criteria, in the form of why and how questions.
In conclusion, the results of the study show that digital marketing communication alone is not enough to bring female intimate care products to the Chinese market. This is largely due to the fact that Chinese women prefer to buy from offline authorities, such as hospitals, and that marketing communication should be executed across all platforms, as each social platform has its own unique strengths, such as xiaohongshu for PR, Weibo for advertising, among others.
Firstly, the theoretical part of this study focuses on traditional integrated marketing communications as well as digital integrated marketing communications. In traditional integrated marketing communication theory tradi-tional marketing communication and traditional promotion mix are introduced, whereas in digital marketing communication digital marketing, digital promotion mix and social platform marketing communication are dis-cussed.
The method chosen for this study was qualitative, and in-depth interviews were conducted because to answer the research questions, it was necessary to explore people's initiative as well as their selection criteria, in the form of why and how questions.
In conclusion, the results of the study show that digital marketing communication alone is not enough to bring female intimate care products to the Chinese market. This is largely due to the fact that Chinese women prefer to buy from offline authorities, such as hospitals, and that marketing communication should be executed across all platforms, as each social platform has its own unique strengths, such as xiaohongshu for PR, Weibo for advertising, among others.