In 2013, a group of Tsinghua IMBA graduates decided to open a business, originally called "topline technology", to target Chinese consumers by supplying consumer goods reviews and rankings based on independent analysis and reviews. Setting "independent" and "fair" as its core value, the company is determined to help Chinese consumers with better information. CCR faces several major challenges. The biggest challenge is how to establish trust. The trust issue overall in Chinese society means that CCR has to convey a clear message of its independence and trustworthiness to its targeted consumers. Why should consumers believe CCR is fair? Other challenges include but are not limited to: How can Chinese consumers be made to understand its position and value proposition? How can CCR take advantage of current social media platforms such as Wechat and microblog? Finally, as marketing's core is to satisfy customers needs with profit. How to generate profit can also be discussed. Instructors can use the case to explore cultural differences between the west and the east: why simply applying the idea of consumer reports in the US to China may not be enough.

【書誌情報】

ページ数：12ページ

サイズ：A4

商品番号：HBSP-TU0060

発行日：2014/2/1

登録日：2014/4/21