Localized Project Marketing of Global System Suppliers in the Chinese Market

TL;DRAbstract

This thesis is a research into the project marketing of large global system suppliers in the international and Chinese online channels. The focus is in determining the key differences between their international and localized online marketing strategies. The research also seeks to answer how and to what extent the companies utilize social media, content marketing, and other online resources outside their core websites. There are three main research questions: What kind of special requirements does the Chinese market impose for the system suppliers’ branding efforts? How do the system suppliers utilize the digital marketing channels? How are the system suppliers communicating their brand in local and global marketing channels?
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\nThis thesis is a document-based study analyzing the public marketing material of 30 global system suppliers that have been present in the Chinese market for at least five years. Roughly one third of the companies being researched are of European origi

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