E-marketing strategy: an exploratory investigation into Chinese business use of the Internet

Johnson Morgan, Melissa and Lawley, Meredith and Spinks, Wendy (2006) E-marketing strategy: an exploratory investigation into Chinese business use of the Internet. In: ANZMAC 2006: Advancing Theory, Maintaining Relevance, 4-6 Dec 2006, Brisbane, Australia.


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.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright.
Depositing User: Dr Melissa Johnson Morgan
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 11 Oct 2007 01:23
Last Modified: 02 Jul 2013 22:51
Uncontrolled Keywords: business; China; internet; e-marketing
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
15 Commerce, Management, Tourism and Services > 1503 Business and Management > 150307 Innovation and Technology Management
08 Information and Computing Sciences > 0805 Distributed Computing > 080505 Web Technologies (excl. Web Search)
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/3303

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