Testing the Waters: Applying Marketing Channels Research in Chinese Elevator Industry
This paper sets off on the intersection of two fronts. First, there is a long-established literature on marketing channels literature. Second, the Chinese elevator industry has been booming in light of China's rapid developments in the past three decades. Yet, rarely has there been discussion r...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
INTI International University
2020
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| Subjects: | |
| Online Access: | http://eprints.intimal.edu.my/1464/ http://eprints.intimal.edu.my/1464/1/ij2020_46.pdf |
| _version_ | 1848766744784535552 |
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| author | Wang, Weihua Wang, Deli Wang, Jingjing Ma, Guoxin Hong, Mengjiao |
| author_facet | Wang, Weihua Wang, Deli Wang, Jingjing Ma, Guoxin Hong, Mengjiao |
| author_sort | Wang, Weihua |
| building | INTI Institutional Repository |
| collection | Online Access |
| description | This paper sets off on the intersection of two fronts. First, there is a long-established literature on marketing channels literature. Second, the Chinese elevator industry has been booming in light of China's rapid developments in the past three decades. Yet, rarely has there been discussion regarding how marketing channels literature can be applied to the elevator industry especially in the Chinese context. We argue that elevator industry in China has remained very conventional in terms of marketing efforts which may impose significant barriers to its further expansion, and accordingly tests the waters by trying to apply marketing channels research in Chinese elevator industry. We provide overviews of the Chinese elevator industry and the literature development of marketing channels in both Western and Chinese contexts, finishing with a preliminary discussion of how the literature could apply in the context of the elevator industry in China. |
| first_indexed | 2025-11-14T11:56:01Z |
| format | Article |
| id | intimal-1464 |
| institution | INTI International University |
| institution_category | Local University |
| language | English |
| last_indexed | 2025-11-14T11:56:01Z |
| publishDate | 2020 |
| publisher | INTI International University |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | intimal-14642024-03-22T06:19:41Z http://eprints.intimal.edu.my/1464/ Testing the Waters: Applying Marketing Channels Research in Chinese Elevator Industry Wang, Weihua Wang, Deli Wang, Jingjing Ma, Guoxin Hong, Mengjiao H Social Sciences (General) HF Commerce This paper sets off on the intersection of two fronts. First, there is a long-established literature on marketing channels literature. Second, the Chinese elevator industry has been booming in light of China's rapid developments in the past three decades. Yet, rarely has there been discussion regarding how marketing channels literature can be applied to the elevator industry especially in the Chinese context. We argue that elevator industry in China has remained very conventional in terms of marketing efforts which may impose significant barriers to its further expansion, and accordingly tests the waters by trying to apply marketing channels research in Chinese elevator industry. We provide overviews of the Chinese elevator industry and the literature development of marketing channels in both Western and Chinese contexts, finishing with a preliminary discussion of how the literature could apply in the context of the elevator industry in China. INTI International University 2020 Article PeerReviewed text en cc_by_4 http://eprints.intimal.edu.my/1464/1/ij2020_46.pdf Wang, Weihua and Wang, Deli and Wang, Jingjing and Ma, Guoxin and Hong, Mengjiao (2020) Testing the Waters: Applying Marketing Channels Research in Chinese Elevator Industry. INTI JOURNAL, 2020 (46). ISSN e2600-7320 http://intijournal.newinti.edu.my |
| spellingShingle | H Social Sciences (General) HF Commerce Wang, Weihua Wang, Deli Wang, Jingjing Ma, Guoxin Hong, Mengjiao Testing the Waters: Applying Marketing Channels Research in Chinese Elevator Industry |
| title | Testing the Waters: Applying Marketing Channels Research in Chinese Elevator Industry |
| title_full | Testing the Waters: Applying Marketing Channels Research in Chinese Elevator Industry |
| title_fullStr | Testing the Waters: Applying Marketing Channels Research in Chinese Elevator Industry |
| title_full_unstemmed | Testing the Waters: Applying Marketing Channels Research in Chinese Elevator Industry |
| title_short | Testing the Waters: Applying Marketing Channels Research in Chinese Elevator Industry |
| title_sort | testing the waters: applying marketing channels research in chinese elevator industry |
| topic | H Social Sciences (General) HF Commerce |
| url | http://eprints.intimal.edu.my/1464/ http://eprints.intimal.edu.my/1464/ http://eprints.intimal.edu.my/1464/1/ij2020_46.pdf |