Samenvatting

The purpose of this research report is to give valuable advice for TresBizz to effectively market her new products, namely the China-imported phone-related accessories, in the Netherlands. The research was conducted to examine the behaviour and preference of potential customers and to obtain insight into intercultural communication strategies with Chinese suppliers with support of relevant literature that is reviewed. Theories in the fields of online marketing strategy, online consumer behavior and intercultural communication formulated the conceptual model. A set of cause-effect variables derived from the research theoretical aspects. They include: "Well-designed website", "Adequate promotion", Social media influence", “Trust towards the brand and its products”, “Price and promotion activities”, “Share information from others”, "Chinese business culture", and "Intercultural communication skills".