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Subject category: Marketing
Authors: Kevin Lv
Published by: China Europe International Business School
Published in: 2005
Length: 13 pages
Data source: Published sources

Abstract

With a huge customer group and an affluent society accompanied by decreasing illiteracy and increasing urbanisation, the Chinese media market is considered as a potential attractive frontier for the global media players to explore. However, the pioneers, who had already set foot in the Chinese media market, quickly found it difficult to develop their business due to the reluctance of government to open the media sector. Most of them had to adopt indirect approaches to become involved in the market. They were making efforts to lobby for a favourable business environment after China's World Trade Organisation accession. The case briefs the evolution and current status of the Chinese media market and provides a basic market background for global players to study.
Location:
Industry:
Other setting(s):
2002

About

Abstract

With a huge customer group and an affluent society accompanied by decreasing illiteracy and increasing urbanisation, the Chinese media market is considered as a potential attractive frontier for the global media players to explore. However, the pioneers, who had already set foot in the Chinese media market, quickly found it difficult to develop their business due to the reluctance of government to open the media sector. Most of them had to adopt indirect approaches to become involved in the market. They were making efforts to lobby for a favourable business environment after China's World Trade Organisation accession. The case briefs the evolution and current status of the Chinese media market and provides a basic market background for global players to study.

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Location:
Industry:
Other setting(s):
2002

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