Using E-Commerce and Growth Hacking to Enter the Chinese Market
Hiltunen, Juha (2017)
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Lataukset:
Hiltunen, Juha
Metropolia Ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017120619969
https://urn.fi/URN:NBN:fi:amk-2017120619969
Tiivistelmä
The Chinese e-commerce market has the potential to become one of the largest online markets in the world. Current Chinese regulations and bureaucracy are favouring cross border e-commerce between companies and consumers. Over the last decade, there has been a profound cultural shift, where the young Chinese population are spending an ever-increasing amount of time and money online. To fully benefit from this new trend, growth hacking and lean start-up methods can be used. These methods allow companies to create interest and new routes to market. Specific focus on data and experimentation has allowed companies to save resources.
The main purpose of this thesis is to gain theoretical insights into efficient experiment based marketing and business operation methods, that aim to help companies expand their businesses within the Chinese market. The framework will be built from various relevant literature sources and qualitative interviews. This framework will show relevant information about the special characteristics of the Chinese online market, supply chain distribution channels, Lean startup methodologies and growth hacking marketing approaches. Qualitative long form interviews from Chinese online shoppers are also used to validate the framework.
The results of this study will aim to indicate the most efficient entry approach into the Chinese market. Creating trust between the company and the Chinese consumers is of key importance. This can be achieved by having a quality online presence and by collaborating with key Chinese opinion leaders. Distribution of physical goods can most efficiently be achieved through direct business to consumer shipping.
The main purpose of this thesis is to gain theoretical insights into efficient experiment based marketing and business operation methods, that aim to help companies expand their businesses within the Chinese market. The framework will be built from various relevant literature sources and qualitative interviews. This framework will show relevant information about the special characteristics of the Chinese online market, supply chain distribution channels, Lean startup methodologies and growth hacking marketing approaches. Qualitative long form interviews from Chinese online shoppers are also used to validate the framework.
The results of this study will aim to indicate the most efficient entry approach into the Chinese market. Creating trust between the company and the Chinese consumers is of key importance. This can be achieved by having a quality online presence and by collaborating with key Chinese opinion leaders. Distribution of physical goods can most efficiently be achieved through direct business to consumer shipping.