02953ntm a22004937a 4500 000262345 CZ-PrVSE 20140927140053.0 m d cr n|||||||||| 140927s2014 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 Krupka, Lukáš ISIS:73036 dis Marketingová strategie multinacionálních společností na čínském trhu eng Multinationals Marketing Strategy in the Chinese Market [elektronický zdroj] / Lukáš Krupka 2014 ?? s. : digital, PDF soubor Vedoucí práce: Hana Machková Diplomová práce (Ing.)—Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů, 2014 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2014 The main goal of this master thesis is to identify the Chinese market and its consumer from the perspective of international and strategic marketing. China is one the most powerful and fastest growing market in the world belonging to the group of BRIC/BRIICS countries. As the economic development is growing, China has become an interesting market for many international and multinational companies where to spread their business activities. My aim is to analyze the main aspects of the Chinese market which directly influence the marketing strategy of the companies and understand the market's consumers' needs and preferences. A lot of international companies enter the Chinese market as they see a potential in 1,4 billion consumers living there. Chinese consumers are very specific. They become similar to the Western consumers as they have become richer but they still keep their traditional habits with their preferences. Unilever and P&G are examples of companies that succeeded in the Chinese market. Způsob přístupu: Internet international management [obor dipl. práce] diplomové práce fd132022 czenas master's theses eczenas marketing strategy Chinese market international marketing Machková, Hana jn20010310427 ths Richter, Stanislav ISIS:88414 opn Vysoká škola ekonomická v Praze. Fakulta mezinárodních vztahů kn20010709400 https://isis.vse.cz/zp/43738/podrobnosti VŠKP v InSIS https://isis.vse.cz/zp/43738 Hlavní práce https://isis.vse.cz/zp/43738/posudek/vedouci Hodnocení vedoucího https://isis.vse.cz/zp/43738/posudek/oponent/39307 Oponentura http://isis.vse.cz/zp/136604/podrobnosti dc:identifier NEPOSILAT VSKP 136604 vse43738 140925