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The social network site: a new way to reach Chinese consumers! Marketing communication suggestions for Radio Netherlands Worldwide promotion in China.

Rechten: Alle rechten voorbehouden

The social network site: a new way to reach Chinese consumers! Marketing communication suggestions for Radio Netherlands Worldwide promotion in China.

Rechten: Alle rechten voorbehouden

Samenvatting

Today, most Internet users across the world are familiar with Facebook, LinkedIn, and other social networking sites (SNS), and apply them in their daily lives. Everyone wants to benefit from SNS, including many companies, brands and organizations. This research provides marketing communication suggestions for a Dutch international broadcaster to promote itself in China through SNS. Radio Netherlands Worldwide (RNW) wishes to gain an understanding of SNS and whether these would be suitable as a marketing communication tool for the promotion of RNW in China.
This research consists of three components. The first considers the problem from a theoretical perspective investigating the various aspects of SNS. The second part consists of an in-depth interview with an expert providing an insight into SNS marketing in China. The final part is a questionnaire survey collecting background information from the target audience of RNW in China, and will be used to help validate the theoretical research findings.
The findings from this research show that SNS can provide a new approach for RNW to reach new potential Chinese consumers. However, there are certain rules regarding the use of SNS as a marketing communication tool in China as well as the Chinese cultural influence on SNS, all of which have to be taken into account in any future marketing strategy.
The recommendations from this research can be regarded as brief guidelines in the use of SNS for the promotion of a business or corporation in China, not only for Radio Netherlands, but for any other organization that wants to promote itselve in China.

Toon meer
OrganisatieHogeschool Utrecht
OpleidingInternational Communication and Media
AfdelingCommunicatie
PartnersRadio Netherlands Worldwide
Datum2010-06-07
TypeBachelor
TaalEngels

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