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 |
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