E-marketing strategy: an exploratory investigation into Chinese business use of the Internet
Paper
Johnson Morgan, Melissa, Lawley, Meredith and Spinks, Wendy. 2006. "E-marketing strategy: an exploratory investigation into Chinese business use of the Internet." Ali, Yunus and van Dessel, Maria (ed.) ANZMAC 2006: Advancing Theory, Maintaining Relevance. Brisbane Australia 04 - 06 Dec 2006 Brisbane, Australia.
| Paper/Presentation Title | E-marketing strategy: an exploratory investigation into Chinese business use of the Internet |
|---|---|
| Presentation Type | Paper |
| Authors | Johnson Morgan, Melissa (Author), Lawley, Meredith (Author) and Spinks, Wendy (Author) |
| Editors | Ali, Yunus and van Dessel, Maria |
| Journal or Proceedings Title | Proceedings of the 2006 Australian and New Zealand Marketing Academy Conference (ANZMAC 2006) |
| Number of Pages | 7 |
| Year | 2006 |
| Place of Publication | Brisbane, Australia |
| ISBN | 1741071593 |
| Web Address (URL) of Paper | http://conferences.anzmac.org/ANZMAC2006/documents/Johnson%20Morgan_Melissa.pdf |
| Conference/Event | ANZMAC 2006: Advancing Theory, Maintaining Relevance |
| Event Details | ANZMAC 2006: Advancing Theory, Maintaining Relevance Parent ANZMAC Conference Event Date 04 to end of 06 Dec 2006 Event Location Brisbane Australia |
| Abstract | This paper outlines the results of an exploratory survey on the business use of the Internet in China in four areas, including; strategic goals, marketing communications, marketing logistics, and relationship management. The results of this study are then compared to a similar study conducted by Adam, Mulye, Deans and Palihawadana (2002) which described the business use of the Internet in the UK, Australia and New Zealand. The findings of the Chinese study do vary from the earlier Western study but rather than showing any particular advance in eMarketing strategy in the past four years, they highlight a utilitarian approach to the Internet by Chinese businesses who are generally less experienced in brand building and customer relationship management than their Western counterparts. Theoretically this suggest that the use of the Internet by businesses is not solely dependent on technical infrastructure and sophistication but also the diffusion of Internet business strategies and tactics. |
| Keywords | business; China; internet; e-marketing |
| ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
| 359999. Other commerce, management, tourism and services not elsewhere classified | |
| 460612. Service oriented computing | |
| Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
| Byline Affiliations | School of Management and Marketing |
| University of the Sunshine Coast |
Permalink -
https://research.usq.edu.au/item/9y697/e-marketing-strategy-an-exploratory-investigation-into-chinese-business-use-of-the-internet
2389
total views475
total downloads4
views this month0
downloads this month
Export as
Related outputs
The impact of digital communications on consumer perceptions of sport celebrity transgressions
Sassenberg, Anne-Marie, Summers, Jane, Johnson Morgan, Melissa and Hassan, Rumman. 2018. "The impact of digital communications on consumer perceptions of sport celebrity transgressions." Journal of Global Sport Management. 3 (2), pp. 189-207. https://doi.org/10.1080/24704067.2018.1457968Capital Factors Influencing Rural, Regional and Remote Women’s Entrepreneurship Development: An Australian Perspective
Kille, Tarryn, Wiesner, Retha, Lee, Seung-Yong, Johnson Morgan, Melissa Johnson, Summers, Jane and Davoodian, Daniel. 2022. "Capital Factors Influencing Rural, Regional and Remote Women’s Entrepreneurship Development: An Australian Perspective." Sustainability. 14 (24). https://doi.org/10.3390/su142416442The effects of cooperative learning on students’ perceptions of empowerment in accounting course
Zraa, Wahida, Kavanagh, Marie and Johnson Morgan, Melissa. 2012. "The effects of cooperative learning on students’ perceptions of empowerment in accounting course." 16th International Business Research Conference. Dubai, UAE 12 - 13 Apr 2012 Melbourne, Australia.Consumer behaviour: implications for marketing strategy, 5th ed.
Summers, Jane, Johnson Morgan, Melissa and Volkov, Michael. 2007. "Consumer behaviour: implications for marketing strategy, 5th ed." Quester, Pascale, Neal, Cathy, Pettigrew, Simone, Grimmer, Martin, Davis, Teresa and Hawkins, Del I. (ed.) Consumer behaviour: implications for marketing strategy, 5th ed.. Sydney, Australia. McGraw-Hill Australia.Critical success factors for regional community portals: a preliminary model
Lawley, Meredith, Summers, Jane, Koronios, Andy and Gardiner, Michael. 2001. "Critical success factors for regional community portals: a preliminary model." Chetty, Sylvie and Collins, Brett (ed.) ANZMAC 2001: Bridging Marketing Theory and Practice. Auckland, New Zealand 01 - 05 Dec 2001 Auckland, New Zealand.Teaching marketing research: preaching what we practice
Lawley, Meredith and Gardiner, Michael. 1999. "Teaching marketing research: preaching what we practice." Cadeaux, Jack and Uncles, Mark (ed.) ANZMAC 1999: Marketing in the Third Millennium. Sydney, Australia 28 Nov - 01 Dec 1999 Sydney.Mood and involvement as dual constructs in experiential research
Johnson Morgan, Melissa and Summers, Jane. 2003. "Mood and involvement as dual constructs in experiential research." 2003 World Marketing Congress: Marketing Across Borders and Boundaries. Perth, Australia United Kindom.