A Critical Exploration of How China’s Regional Markets Differences Influence MNCs’ Strategy
- DOI
- 10.2991/aebmr.k.220603.082How to use a DOI?
- Keywords
- Multinational corporations (MNCs); Analysis of Variance (ANOVA); Chinese market; regional market
- Abstract
Not all MNCs can make a profit in China despite the massive market opportunities. MNCs which believe China is a homogenous market have failed to benefit from China. The evidence gathered in this research paper shows that China has many submarkets. These submarkets show differences in region, culture, incomes, and lifestyles. The goal of this research paper is to examine the differences among the different region’s consumers in China as a way to determine the opportunities and risks for businesses to enter the Chinese market. The research applies secondary data from a consumer market survey in China. Analysis of Variance (ANOVA) analysis is used to determine the statistical significance of the various regional markets in China, and the information obtained from the analysis indicates that the regional markets were considerably different in various aspects, such as the incomes of the consumers. Various studies have attempted to explain specific groups of consumers in the Chinese market, but they were restricted in the validity of the sample and geographical coverage. This research attempted to explore the regional variations in the characteristics of consumers and their implications for the marketing techniques employed by companies and examine how China’s regional markets differences influence MNCs’ strategy to develop regional consumer markets in the key urban areas in China.
- Copyright
- © 2022 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Caidan Duojie PY - 2022 DA - 2022/07/01 TI - A Critical Exploration of How China’s Regional Markets Differences Influence MNCs’ Strategy BT - Proceedings of the 2022 2nd International Conference on Enterprise Management and Economic Development (ICEMED 2022) PB - Atlantis Press SP - 515 EP - 523 SN - 2352-5428 UR - https://doi.org/10.2991/aebmr.k.220603.082 DO - 10.2991/aebmr.k.220603.082 ID - Duojie2022 ER -