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.
