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Hidden Champion's China Marketing Strategy

  • In the 21 century, global companies are spreading all over the world for the sake of chasing profits. Driving by the desire of new market & profitability, they struggle in the business world by competition, merge, innovation and utilize all the resources that available. Among them, hidden champions are winners in this period. However, it also needs to be asked for the hidden champions, will they been succeed in a totally different market? The answers came with new market in China, which will verify their belief. Coming into China, into different markets, is an inevitable step for most hidden champions, for development and defend themselves as champions. This thesis mainly gives the hidden champions that working on Chinese market or going to this market a brief intro about the local situations, competition existed, entry & marketing strategy, and hidden champion real cases. In the following chapters, you could found: The definitions & characteristics of hidden champions, learning that what build the family business into the most successful business in niche industries; The Chinese business historical moments, what makes the Chinese business culture today, and today’s business situations in China. The entry strategies for foreign companies getting into China, discussing the different forms from licensing business to the wholly-owned subsidiary and their pros & cons. The marketing strategies typically for hidden champion companies in China, applying the classic marketing management theories & localization situations in China. Real hidden champion company case in hidden champion cluster in China, the current situation and value chain analysis. New trend marketing risks & chances in China for 21 century, digitalization & cyber – physical system development.

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Author:Yechen Wang
Advisor:Christoph Mergard
Document Type:Master's Thesis
Year of Completion:2016
Granting Institution:Hochschule Furtwangen
Date of final exam:2016/02/29
Release Date:2016/06/03
Tag:China Marketing Strategy; Hidden Champions; Marketing Trend
Degree Program:MBA - International Business Management
Licence (German):License LogoUrheberrechtlich geschützt