Marketing China -- 02 China Marketing Report: 02 China Marketing Report

Author: Lu Taihong
Publisher:
Publish Date: 2002-09-01
Features: In July 2002, Professor Lu Taihong of Sun Yat-sen University finally agreed to have his new book "Marketing China—2002 China Marketing Report" published by Hong Kong Economic Daily Press, with the mainland version published by Sichuan People's Publishing House. Prior to this, several publishing companies in Hong Kong, Taiwan, and other regions eagerly competed for the rights to publish Lu's work. This means that in just a year or so, an inland scholar had three important works published in Japan (Japanese edition), Hong Kong, and Taiwan (Chinese traditional edition), receiving widespread acclaim and rewriting the history of Chinese marketing that had previously been marked by "only imports, no exports." It also allowed overseas readers to formally grasp the complex and mysterious transformation of the mainland's marketing environment, as well as the pulse of ongoing marketing transformation, through literature for the first time. This book series can be considered one of the most important marketing works in China since the 14th National Congress. Although the previous year's "Marketing in China—2001 China Marketing Report" had already achieved massive success across the Greater China region, the 2002 report exceeded readers' expectations. In addition to continuing the practice of tracking basic marketing data in China, the 2002 report presented a completely new face, with innovative elements permeating every page. Its scope was broader, extending beyond the manufacturing sector to important industries; it showcased marketing innovations in fields such as media marketing, sports marketing, and city marketing; it emphasized the strategic level of marketing, with a special focus on analyzing capital mergers, market opportunities, and entry strategies; it developed new marketing structures, with "leading brand strategy" and "challenging brand strategy" more vividly reflecting and analyzing representative competitive strategies in the Chinese market in 2001; it introduced annual benchmark cases, with special attention given to cases and the addition of selected marketing cases from Hong Kong and Taiwan.