An Investigation Into The Market For "Western Music" In China

2978 words - 12 pages

AbstractThe survey investigated some areas of the current situation of the western music (western European, north American, and Australian music ,but normally recognized as western music by Chinese )market in China and Chinese customers' behavior with the purpose of giving some advice for companies which want to enter or explore the market.30 Chinese students were asked to complete a questionnaire, which displayed their familiarity of the music, their preference, how they access and the factors that influence their decision to buy. A great preference for pop and rock music was found from the result, focus on music itself and the obvious preference for low price products were also shown in the study. The possible reasons for these phenomena were discussed later, followed by a comparison of findings and the assumptions as well as the implication for future research.Introduction1. General Information on ChinaChina, (People's Republic of China), is the thirdLargest country in the world, next to Canada andRussia, it has an area of 9.6 million squarekilometers, or one fifteenth of the world's landmass.There are 23 provinces, 5 autonomous regions,4 municipalities and 666 cities in China.2. Basic facts on ChinaFigure 1 the statistic of Chinese Economic in 2002 and 2003Economic indicators 2002 2003Value Growth (%) Value Growth (%)Gross Domestic Product (US$ bn) 1,233.7 8 1,406 9.1*Urban per capita income (US$) 928.1 13.4 764.7 9.0Rural per capita income (US$) 298.3 4.8 217.1 3.8Fixed assets investment (US$ bn) 373.7 17 417.1 29.6Consumer goods retail sales (US$ bn) 492.9 8.8 495.2 8.9Exports (US$ bn) 325.6 22.3 438.4 32.9Import (US$ bn) 295.2 21.2 412.8 39.1Foreign currency reserves (US$ bn) 286.4 34.9 403.3 40.8*real growthThe real GDP grew markedly by 9.1% in the year of 2003 after recording an 8% growth in 2002. The government expected real GDP growth at 8% for 2004. Growths in disposable incomes of both urban and rural residents are being contributed to the steady increase in retail sales.In 2003, China's external trade reached USD851.2 billion, exports grew 32.9% while imports increased by 39.1%. The imports of foreign-invested enterprises grew by 44.7% to USD231.9 billion, representing 56.2% of China's total. (The data come from International Exhibition for Musical Instruments and Services, Shanghai New International Expo Centre (SNIEC) in October 20-23, 2004)3. The background of Chinese marketAs the third largest country in the world and with a population of more than 1.3 billion, China has a huge market.The Chinese market is becoming more and more sophisticated, particularly in coastal cities such as Shanghai, Tianjin, Guangzhou and Beijing. Consumers are becoming more discerning, and are developing their own tastes- quality products are sought after, and Chinese manufacturers who want to sell in their own markets are increasingly aware of this. While competitive prices are important, Chinese consumers are still willing to pay more for good...

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