Introduction: Business-to-Business Marketing in China: Digital or Traditional?

Abstract

Attracted by the large, growing domestic economy in China, many US companies have decided to enter China providing products and services in the business-to-consumer (B2C) and business-to-business (B2B) markets. Combined with traditional marketing channels, Internet marketing is rapidly evolving and becoming a critical strategic element in the marketing department’s tool chest. While much is written about B2C markets and consumer preferences, little addresses the B2B Chinese customers’ attitudes toward the disparate array of traditional and internet marketing approaches and receptivity to Western companies soliciting them as new customers. This chapter compares Chinese B2B purchasing attitudes toward traditional and internet-based marketing solicitations with implications for both academic research and business practitioners. Utilizing the author’s empirical survey of Chinese B2B businesses in the Chinese province of Jiangsu, the receptivity and perceptions of such marketing channels will be measured and examined. It is well documented that internet use for business is pervasive throughout Chinese administrative and management groups; however, this chapter explores the effectiveness of contacts through traditional and internet marketing channels. Additionally, it considers those individuals with prior experience buying from foreign firms and whether they are more, or less, receptive to new solicitations from foreign companies.