Publishing business expansion to asia through onlin emarketing strategies

Lo, Hooi Seng and Liew, Fee Yoon (2008) Publishing business expansion to asia through onlin emarketing strategies. Masters thesis, University of Malaya.

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Abstract

The emergence of the Internet and the high growth rate of the Internet users, a publishing company called Global Publishing Sdn Bhd has decided to develop online marketing strategies to expand their business into overseas markets particularly the Asia market such as Singapore and China. Therefore this research aims to explore the potential of Asia market in the context of marketing publication, i.e. Chinese magazines. Ultimately this research provides suggestions on expansions strategies via online marketing due to low set up cost, fast and the wide coverage. A preliminary survey has been conducted to understand the consumer acceptance towards the online magazines purchase. This survey was based on a simple questionnaire that looked into the demographic and behavior related issues. Since the products is in Chinese magazines, this research only targeted at the specific respondents who are Chinese due to the reason that magazines are written in Chinese. From 102 respondents, the result revealed that based on the demographic factors (ie: gender, marital status, age,education level, monthly income and the occupation), the younger consumers have surf the Internet more frequently and spending more hours online than the older consumers. The result also revealed that the younger consumers have purchased less online than the older consumers, older consumers are also more willing to spend on Chinese magazines than younger consumers. This study finally offers an insight into publishing business via online strategies to China and Singapore which has not been investigated seriously. The differences and trends in Chinese magazines between Singapore and China markets were analysed to gain a clear indication of marketing strategies that could be used by the company in expanding the business into global market.

Item Type: Thesis (Masters)
Uncontrolled Keywords: Publishing business, Emarketing strategies, Global Publishing-Asia, online Marketing strategies
Subjects: H Social Sciences > HG Finance
Depositing User: MS NOOR ZAKIRA ZULRIMI
Date Deposited: 19 Jul 2013 07:09
Last Modified: 19 Jul 2013 07:09
URI: http://repository.um.edu.my/id/eprint/746

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