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National Repository of Grey Literature 1 records found  Search took 0.00 seconds. 
The use of online marketing in the Chinese market environment
 Kotalová, Petra ; Olšanová, Květa (advisor) ; Glockner, Martin (referee)
The diploma thesis deals with the use of online marketing as a marketing strategy on the Chinese online consumer market. The aim is to find out what role online marketing plays in the life of Chinese consumers, how it influences the consumer's decision-making process and whether the Chinese market offers prerequisites for the development of online marketing. It is an analysis of the specifics of online marketing in the Chinese market environment together with the characteristics of Chinese digital consumers. Thanks to this analysis, it is possible to identify the opportunities that this relationship may bring to merchants on the Chinese B2C market. The analysis also offers the comparison of the behaviour of Chinese digital consumers and the Czech online consumer community, which enables Czech businesses to understand the specifics of the Chinese online market and eventually be able to adapt their strategy for this market. A questionnaire examining the specifics of the Czech online consumer community is a part of this thesis.
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