This document summarizes a report on marketing to Chinese consumers online. It finds that the online market in China is growing rapidly due to increasing internet penetration. While there are challenges like high access costs and lack of after-sales support, online shopping is becoming more popular as consumers appreciate its benefits. At China's current growth rate, it will likely have the largest internet user base in the future, representing enormous potential for e-commerce. Key factors in China's potential include continued growth in internet access and acceptance of online shopping.

1. Reflection on internet marketing
Marketing to Chinese consumers
on the internet
網路行銷論文心得
學生 : 王宏逸
長榮大學 經營管理所─行銷組
學號 :R76361186

2.  Jun Yu
 University of Illinois, Chicago, Illinois, USA
 In its 2014 listings,
U.S. News & World Report ranked the
undergraduate program 42nd among
nationally accredited universities and 11th
among nationally accredited public
universities.
 http://en.wikipedia.org/wiki/University_of_Illinois_at_Urbana
%E2%80%93Champaign
伊利諾伊州，芝加哥，伊利諾伊大學，美國
在其 2014 年上市，美國新聞與世界報導的排名本科課程 42 家認可的
公立大學之一國家認可的大學和 11 日之間。

3.  Purpose – To provide an objective
assessment of the current and future
potential of China as an environment for
the practice of internet marketing.
 Q1:China's experience can be a reference
for Taiwan or other countries do
 目的 - 向中國提供的當前和未來潛力的客觀評價環境對於網絡營銷
的做法。
 Q1: 中國的經驗能供台灣或其他國家参考嗎 ?

4.  Findings – The online market in China is growing
rapidly and has a strong potential, despite many
real obstacles and many others based on
superficial interpretation of received wisdom now
substantially out of date.
 Q1:China's online game market with any country
in the world compared to outdated compared.
 Q2:Compared with other countries or other
industries in China Internet marketing industry.
 研究結果 - 中國的網游市場正在迅速增長，並具有很強的潛力，儘管
有許多根據收到的智慧膚淺的解釋，現在真正的障礙和其他許多人大
大落伍。
 Q1: 中國的網游市場跟世界上哪個國家比起來相較落伍 ?
 Q2: 或者在中國別的行業網路銷行業與其他國家相較 ?

5.  Practical implications – A comprehensive
analysis of the findings of an official large-
scale survey last conducted in 2004
provides up to date market intelligence
concerning a rapidly developing market
for planners and academic observers.
Specific marketing-mix strategies are
suggested
 實際影響 - 正式的大規模調查結果綜合分析在 2004 年最後進行提
供了關於一個快速發展的市場最新的市場情報規劃者和學術觀察員。
被提出具體的營銷組合略。

6.  The literature This review of the literature
relating to the role of the internet in
international marketing, in China in
particular, is by no means
comprehensive, but seeks to cover the
major issues relevant to the present
study.
 文獻有關互聯網的國際作用這個文獻複習銷售，特別是在中國，絕
不是全面，但旨在覆蓋有關本研究中的重大問題。

7.  The internet and international marketing
Research on the use of the internet to
reach consumers internationally started
soon after is diffusion gained momentum
in the mid-1990s. Quelch and Klein
(1996) note that the providing of
products and product information to
potential customers has been a driving
force for the rapid expansion of internet
marketing.
 互聯網和國際營銷研究利用互聯網來接觸消費者盡快啟動國際後擴
散勢頭在 90 年代中期。奎爾奇和克萊因（ 1996 ）指出，在向潛
在客戶提供的產品和產品的信息一直是推動互聯網營銷的快速擴張
力。

8.  To make these results achievable, several
conditions need to exist. First, personal
computers and access to the internet
have to be widespread. Second,customers
have to be willing to engage in online
transactions.
 Q1:Each customer awareness and
demand for networks is the ability to have
a certain.
 為了使這些成果可以實現，有幾個條件必須存在。首先，個人電腦
和訪問互聯網必須是廣泛的。其次，客戶必須願意從事網上交易。
 Q1: 每個客戶對網路的認知與需求是否要具備一定的能力 ?

9.  Internet penetration. The most basic
prerequisite for using the internet in
international marketing is consumer
access to the internet in the target
market.Internet penetration among
households in China lags far behind
developed countries because the access
price is out of reach for many. The cost of
access is much higher than it is the USA.
 互聯網普及率。使用在互聯網的最基本的前提國際營銷是消費者訪
問互聯網的目標市場。其中在中國家庭互聯網普及率遠遠落後於發
達國家由於接入價格是遙不可及許多。訪問的成本要高得多比它的
美國。

10.  Furthermore, as after-sale service is
seldom handled well in China, consumers
strongly prefer to see and feel the
products they purchase to make sure the
quality is satisfactory.
 Q1:Chinese online shopping market,
whether physical stores and shopping
which accept high.
 此外，售後服務很少處理好，在中國消費者強烈喜歡看得見，摸得
著的產品，他們購買，以確保質量滿意的。
 Q1: 中國市場中是否網路購物和實體店面購物哪種接受度高 ?

11. Methodology
 The most logical approach to finding
answers to the questions just posed
would be to collect data by a survey of a
sample approximately representative of
the market in question.
 最合理的方法來找到答案，只是提出的問題是由一個樣本大約有代
表性的市場問題進行調查，收集數據。

12.  Given the sheer size of the country and
the population, the pragmatic choice is
between primary data collected from a
geographically limited sampling frame or
national data from a reliable secondary
source.
 鑑於該國的規模和人口，務實的選擇是從地理上的限制抽樣框採集
原始數據之間或從一個可靠的二次源的國家數據。

13.  CNNIC was founded as a non-profit
organization in 1997, and operates under
the guidance of the Chinese government.
Key variables and trends over time are
inferred from the data thus assembled.
 CNNIC 成立作為一個非盈利性組織 1997 年，與中國政府的指導下
開展工作。關鍵變量和隨著時間的推移的趨勢是從這樣組裝的數據
推斷。

14. Findings
 This section discusses data from
secondary sources under heading
corresponding to the four identified
obstacles to e-commerce. CNNIC can be
taken to be the source unless another is
explicitly cited.
 本節討論標題下對應於二級來源的數據四大障礙鑑定電子商務。
CNNIC 可採取是除非源另一種是明確列舉。

15. Conclusions
 More importantly, consumers are actually
developing an appreciation of the benefits
that online shopping can bring. A
substantial number of internet shoppers
now use bankcards to pay online, after
several years of fast development in the
industry.
 更重要的是，消費者在實際開發的升值的好處，網上購物可以帶來。
有相當數量的網上購物者現在使用銀行卡在線支付，經過幾年的快
速發展中的產業。

16. Conclusions
 At the current growth rate, China will
likely have the largest internet user base
in the not too distant future. Therefore,
there will be an enormous potential in its
e-commerce sector.
 Q1:WhyChinawill becomethe largest
userof thingsthe customer base?What
factorsamongpotential?
 按照目前的增長速度，中國將有可能在最大的互聯網用戶群在不太
遙遠的將來。因此，將有在一個巨大的潛在的電子商務領域。
 Q1: 中國為什麼能成為物聯網最大的用戶客群 ? 其中潛在甚麼因素
?

17. Thank you for listening and viewing