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A Study of the Symbiotic Relationship Between Traditional and New Media in China and Its Impact on the Marketing Strategies of Chinese Enterprises

Proceeding
All-Russian Scientific Conference «Strategies of Sustainable Development: Social, Law and External-economic Aspects»
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Published in:
All-Russian Scientific Conference «Strategies of Sustainable Development: Social, Law and External-economic Aspects»
Authors:
Yiyang Wang 1 , Wenxiao Xu 1
Work direction:
Современные тенденции развития мирового сообщества
Pages:
9-11
Received: 28 January 2024

Rating:
Article accesses:
890
Published in:
РИНЦ
1 Peoples' Friendship University of Russia
For citation:
Wang Y., & Xu W. (2024). A Study of the Symbiotic Relationship Between Traditional and New Media in China and Its Impact on the Marketing Strategies of Chinese Enterprises. Strategies of Sustainable Development: Social, Law and External-economic Aspects, 9-11. Чебоксары: PH "Sreda".

Abstract

This study examines the evolution of the communication landscape in China, highlighting the symbiotic fusion of traditional and new media and its profound implications for the marketing strategies of Chinese enterprises. Statistical analysis emphasises the steady dominance of traditional media, with television, newspapers and radio retaining significant audience shares. In contrast, the growing landscape of new media, exemplified by platforms such as WeChat, Weibo and Douyin, demonstrates unprecedented digital penetration. The empirical prevalence of both media modalities calls for a realignment of marketing strategies: market segmentation, cross-media campaigns, neuroscience research and algorithmic modelling become key tools to optimise brand resonance and consumer engagement.

References

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