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Kinesiska turisters inflytande på detaljhandeln: En studie kring marknadsföringsstrategier för en av världens köpstarkaste turister
Södertörn University, School of Social Sciences, Business Studies.
Södertörn University, School of Social Sciences, Business Studies.
2018 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Chinese tourists influence on retail : A study about marketing strategies for one of the world's strongest buying power tourist (English)
Abstract [en]

Purpose: The purpose of the study is to investigate what marketing measures stores carry out to attract and simplify the purchase for the Chinese customer. 

Completion: A qualitative study has been conducted focusing on how Chinese tourism has affected the Swedish retail trade. The study is based on a total of twelve different respondents who are localized in the Stockholm area. A total of 9 semi-structured interviews were conducted and 2 email correspondence. Nine of these consist of retail stores, the rest of which consists of a marketing company that focuses on the Chinese market, a Chinese newspaper independent of China and a communications company for the Swedish tourism industry. 

Results: The findings of the study show that there are indications and a rising interest in introducing Chinese social media and payment methods in the future. This is mainly due to the fact of the observed increase of Chinese customers as well as this group accounting for 45% of Sweden’s total tax-free trade. Among the respondents, only three shops have adopted the payment methods today and one has been present on WeChat.

Abstract [sv]

Syfte: Syftet med studien är att undersöka vilka marknadsföringsåtgärder butiker genomför för att attrahera och förenkla kinesernas köp

Genomförande: En kvalitativ studie har genomförts med fokus på hur den kinesiska turismen har påverkat den svenska detaljhandeln. Studien baseras på totalt tolv olika respondenter som befinner sig i Stockholmsområdet. Nio av dessa består av butiker inom retail branschen, resterande består av ett marknadsföringsföretag som fokuserar på denna marknad, en kinesisk tidning oberoende av Kina samt ett kommunikationsföretag för svensk turistnäring. Det utfördes en systematisk tematisering av det insamlande materialet.

Slutsats: Denna studie fann att bland de intervjuade butikerna var det endast 3 butiker idag som har antagit de kinesiskabetalningsmetoderna och att en använder sig av Kinas sociala medieapp, WeChat. Resterande respondenter meddelade att det finns funderingar på att införa dessa i framtiden då det observerat en stor ökning av kinesiska kunder under de senaste åren samt att denna grupp enligt Global Blue står för 45% av Sveriges totala tax free handel. 

 

Place, publisher, year, edition, pages
2018. , p. 75
Keywords [en]
Shopping tourism, Chinese outbound tourists, Chinese customers, Alipay, WeChat, segmentation, communication mix 
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-37837OAI: oai:DiVA.org:sh-37837DiVA, id: diva2:1294581
Subject / course
Business Studies
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2019-03-08 Created: 2019-03-07 Last updated: 2019-03-08Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • harvard-anglia-ruskin-university
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  • Other style
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Language
  • de-DE
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  • en-US
  • fi-FI
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  • sv-SE
  • Other locale
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Output format
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