Online Marketing in China and Germany

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Recent years have witnessed the tremendous growth of the Chinese economy, rising living standards, and an increasing number of internet users in the ‘Middle Kingdom’. This combination makes China one of the most promising online markets for international companies. As China is Germany’s most important Asian trading partner, many German companies are now attempting to market their products and services online to Chinese consumers. However, one obstacle to online marketing in this unique environment is the issue of culture. The focus of this study is to investigate possible cultural differences between Chinese and German consumers and to analyse their effect on perceptions of online marketing. The aim is to help German companies build a successful online presence in the Chinese market by determining the degree of standardization and adaptation required.