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
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;
Conference_Titel :
Business Computing and Global Informatization (BCGIN), 2012 Second International Conference on
Conference_Location :
Shanghai
Print_ISBN :
978-1-4673-4469-2
DOI :
10.1109/BCGIN.2012.49
