ABSTRACT
China as one of the Big Emerging Markets (BEMs) has attracted increasing trade and foreign investment in the past two decades. The emergence of China as a viable consumer market has created tremendous opportunities for multinational corporations (MNCs). Meanwhile, continuous evolution of the economy and increasing heterogeneity of Chinese consumers challenge foreign marketers to accurately assess market demand and to enact effective marketing strategies. This research proposes to segment China’s consumer market using a hybrid approach including demographics, psychographics and geographies. It also examines several other notable characteristics of the Chinese consumer market and draws marketing strategy implications for MNCs.
