DocumentCode
2537605
Title
Research on the Application of 4Ps Marketing Theory Based on Chinese Consuming Conceptions
Author
Huang, Liangfang ; Wang, Lingling
Author_Institution
Dept. of Bus. Adm., Guangxi Univ. of Technol., Liuzhou, China
fYear
2012
fDate
12-14 Oct. 2012
Firstpage
163
Lastpage
166
Abstract
4Ps marketing theory is widely used in Chinese enterprises. From the macro factors perspective, Chinese consuming conceptions have a significant impact on the application of the marketing theory in China. This paper discusses six types of Chinese consuming conceptions including face conception, brand conception, individuation conception, fashionable consuming conception, authority conception, and panache conception. Finally, the paper analyzes how the consuming conceptions impact the application of 4Ps theory in marketing practice.
Keywords
consumer behaviour; 4Ps marketing theory; China marketing theory; Chinese consuming conception; Chinese enterprises; authority conception; brand conception; face conception; fashionable consuming conception; individuation conception; marketing practice; panache conception; Advertising; Face; Packaging; Pricing; Psychology; 4Ps theory; Chinese consuming conceptions; application; impact; marketing activities;
fLanguage
English
Publisher
ieee
Conference_Titel
Business Computing and Global Informatization (BCGIN), 2012 Second International Conference on
Conference_Location
Shanghai
Print_ISBN
978-1-4673-4469-2
Type
conf
DOI
10.1109/BCGIN.2012.49
Filename
6382490
Link To Document