Gartner Research

TSPs in China Should Make the Chinese Consumer Their Marketing Ally

Published: 10 February 2014

ID: G00260427

Analyst(s): Jane Zhang

Summary

Consumers in China are more active in promoting technology brands than consumers in mature markets. Technology and service providers should enable the Chinese brand promoters so that they become the providers' most-efficient marketing tools.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Chinese consumers' brand attitudes are shifting beyond the tangibles of a product to more intangible and emotional appeals, leading to TSPs putting more emphasis on the brand value propositions of these two factors
  • Leading service providers and innovative disrupters manage consumer needs and expectations via continuous interactions with brand promoters, providing examples for device vendors to transform themselves into service providers
  • Chinese brand promoters of leading technology brands outweigh the brand detractors, necessitating TSPs to create a tailor-made marketing scheme toward brand promoters in China

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