In today's world market no one would deny the importance of China
marketing and no one will ignore the increasingly tight connections
between China and the rest of the world. "As China goes, so goes
the world" has become almost a common sense shared by the business
leaders of the world. China is roaring into the 21st century with
the force of a locomotive and its economy has doubled almost every
six years. The great changes that have been made by the Chinese
people in every aspect not only impact the domestic market in China
but also the international economy (Wu, 2009; Yu et al., 2006). In
Karl Gerth's recently published book, As China Goes, So Goes the
World (Gerth, 2010), the famous Harvard Business School Spangler
Family Professor William Kirby claims that the changes that define
Chinese markets today may transform the world in the future. More
than thirty years ago the economic system of China was a
centralized planning system that remained largely closed to
international trade, in which the market mechanism played a limited
role in the production and consumption process. In the late 1970s
and early 1980s, under the leadership of Deng Xiaoping, China
launched its economic system reform and open door campaign. It is
this campaign that brought China into a market oriented economy,
created a rapidly growing for-profit sector, and made China a major
player in the global economy. As such the market mechanism has
became an important factor in the economic development of China
(Tian and Wang, 2003; Tian 2008). Measured on a purchasing power
parity (PPP) basis that adjusts for price differences, China in
2009 stood as the second largest economy in the world after the US,
although in per capita terms the country is still lower
middle-income (Central Intelligence Agency, 2010; Saxon, 2006). As
the market oriented economic system in China is relatively new to
the world, China marketing is even newer to marketers in the world.
The new concept of China marketing refers to all the issues
pertaining to effective marketing in China by domestic marketers
and international marketers alike, issues including, but not
limited to, product design and development, pricing strategy,
distribution and logistics management, and advertising and
promotions. As the market in China evolves and changes, marketing
strategy must adapt to the changing environment. There is no doubt
that the economic transition in China will definitely affect
marketing strategies across a wide range of industries, namely
telecommunications, the auto industry, the hospitality industry,
the airline industry, textiles, cosmetics, and so on (Alon, 2003;
Gerth, 2010).
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