The Rise of Digital Online Marketing Innovations in China: Emerging Trends, Strategies, and Implications for B2B/B2C companies

Abstract

This bachelor's thesis examines how digital marketing innovations from China, especially from platforms such as Taobao, Douyin, and WeChat, can be adapted to Western B2B/B2C markets. It begins by creating a theoretical framework and defining the main research problem: understanding the integration of e-commerce, social interaction and AI-powered personalization into Western markets B2B/B2C markets from China's multi-functional digital platforms and unique feature of the strategies. The study compares these approaches with Western counterparts such as Zalando to identify key strategic and cultural differences. The study uses a quantitative methodology based on an online survey conducted among 141 international participants. This method was chosen because of its effectiveness and its relevance to the global and digital nature of the topic. The survey covered areas such as online shopping, digital shopping behavior, social media use, and consumer attitudes toward innovation. The participants were recruited from different regions and with different professional backgrounds, including business professionals, students, and regular users of e-commerce platforms. The key research questions examine the long-term sustainability of emerging trends like livestream e-commerce, the unique characteristics of Chinese platforms, and its comparative benefits and success factors in contrast with Western models. The approach also looks at how acceptance and adaptability are influenced by the cultural and normative context. It expects that the results will provide Western businesses with useful advice on how to integrate specific Chinese marketing techniques - like gamification, AI personalization, and ecosystem engagement into their own digital operations and whether or not they can be successfully applied with favorable outcomes. The study plans to give useful information to academics, corporate executives, and marketers trying to navigate the changing landscape of international digital commerce by highlighting localization's positive and negative aspects. In the end, by bridging the gap between Eastern innovation and Western application, this thesis contributes to the continuing scientific discussion by emphasizing the transformative potential of culturally specific digital marketing strategies in the global market.

Date of Award	2025
Original language	English
Supervisor	Thomas Höllbacher (Supervisor)