This book provides a comprehensive analysis of Chinese advertising as an industry, a discourse and profession in China’s search for modernity and cultural globalization. It compares and contrasts the advertising practices of Chinese advertising agencies and foreign advertising agencies, and Chinese brands and foreign brands, with a particular focus on the newest digital advertising practices in the post WTO era. Based on extensive interviews, participant observation, and a critical analysis of secondary data, Li offers an engaging analysis of the transformation of Chinese advertising in the past three decades in Post-Mao China. Drawing upon theories of political economy, media, and cultural studies, her analysis offers most significant insights in advertising and consumer culture as well as the economic, social, political, and cultural transformations in China. The book is essential for students and scholars of communication, media, cultural studies and international business, and all those interested in cultural globalization and China.

Since the introduction of economic reforms and an open door policy in 1978, China has been proclaimed as "the emerging powerhouse of the twenty-first century". The Chinese market's attractiveness to international marketers has also received significant boost as a result of the country's admission into the World Trade Organization (WTO). Accordingly, advertisers look at China and perceive tremendous opportunity in 1.3 billion Chinese consumers which represents one-fifth of the world population in what is called the world's largest market. Being viewed as a new frontier for consumer good investment does not mean that advertising in China is simple. On the contrary, many Western business firms which have invested their capital into Chinese businesses have suffered setbacks or even failure. Thus, it is important to understand that despite the dramatic impact of economic reform and the drive for modernization over the past two decades, the Chinese market has many special characteristics that make it a challenging place in which to do business including making advertising in this market . This book examines the key barriers/constraints that foreign firms should be mindful of in order to develop a viable advertising strategy in a changing China in which abundant opportunities await those that can fulfill it.

This collection of essays-- written by pioneering Chinese journalists and Western experts--explores how transformations in China's media--from a propaganda mouthpiece into an entity that practices watchdog journalism--are changing the country. In detailed case studies, the authors describe how politicians are reacting to increased scrutiny from the media, and how television, newspapers, magazines, and Web-based news sites navigate the cross currents between the market and the CCP censors.

China has the largest child population in the world. This book provides answers to various questions and draws conclusions about Chinese children as a market and its implications for advertisers and marketers, parents, policy makers and social groups.

This book examines key issues in international digital marketing in China from a theoretical and empirical perspective. Divided into two main parts, it begins with an analysis of China’s cultural characteristics and business environment, with a particular emphasis on the Chinese digital context. The book goes on to present original empirical studies and an investigation into recent challenges and opportunities for international firms in the fashion sector. With nearly 900 million internet users and an e-commerce market volume of over one thousand billion US dollars, China is the world's largest digital market. While this creates significant opportunities for international firms, there are many factors to consider when approaching this market. In order to understand the Chinese digital scenario, the book analyzes the characteristics of local internet platforms and consumer patterns. The book also presents a real-world case study on a luxury retail firm operating in China, Florentia Village, and the results from a questionnaire on Chinese mobile shoppers. On this basis, it provides a conceptual framework and discusses the theoretical and managerial implications for international firms operating in China, making it an enlightening book for scholars, students, and practitioners alike.

As China becomes the world’s largest economy, so it becomes important to understand the key issues shaping the country’s business environment and the behaviour of Chinese businesspeople. This is difficult because those issues are contested. Is China growing at 3% or 8%? Is the Chinese consumer going to save the world? Are state-owned enterprises national champions or zombies? Have we reached the end of "Cheap China"? Can China innovate? Is business still dominated by personal connections? Are markets or the state in control? Does Chinese culture impede or support organizational effectiveness? Are Chinese dragons at your door? Will the finance and property sectors implode? Is the Chinese model sustainable, or will it end in tears? On all these issues there is ill-informed "noise", and an abundance of partisan interpretations. The purpose of this book, therefore, is to provide an even-handed analysis of the key issues that will shape the threats and opportunities arising from China’s development in the next decade. It cannot resolve the competing claims made. However, it does provide the reader with the ideas and the sources of evidence needed to understand and to make well thought-out judgments as China continues to evolve.

The Internet and social media are pervasive and transformative forces in contemporary China. The Internet, Social Media, and a Changing China explores the changing relationship between China's Internet and social media and its society, politics, legal system, and foreign relations.