Marketing of Kindle

Topics: Amazon Kindle, Marketing, E-book Pages: 114 (15377 words) Published: October 20, 2013
DEVELOPING A MARKETING PLAN FOR KINDLE IN CHINA

by

Z WANG

being a honours research project submitted in partial fulfilment of the requirements for the
BSc (Honours) Degree in
International Business Management

2013
I

HONOURS RESEARCH PROJECT ASSESSMENT FORM
Student Declaration Form for Submission with Major Projects
Section 1
This section must be completed by the student and then handed in with the TWO copies of the Major Project.
Candidate’s Name

ZHENG WANG

Candidate’s Number

10196900

Degree Programme

BSc (Hons) International Business Management

Supervisor

Geoff Black

Major Project Title

Developing a Marketing Plan for Kindle in China

Word Count

9971

Confidential?

No

In submitting this Major Project I acknowledge that I understand the definition of, and penalties for, cheating, collusion and plagiarism set out in the assessment regulations.

I

also confirm that this work has not previously been submitted for assessment for an academic award, unless otherwise indicated.

Signature of student:…………………………………………. Date: …………………………………………………………… Section 2
This section will be completed by the college.
Project Manager
Internal Examiner
Final Percentage Mark
Date

II

Contents
List of Tables ............................................................................................................................. V List of Figures ........................................................................................................................... VI ACKNOLEGEMENTS ............................................................................................................. VII Abstract .................................................................................................................................. VIII CHAPTER ONE INTRODUCTION ............................................................................................ 1 1.1 Rationale for the Study ................................................................................................. 1 1.2 Principal research aim .................................................................................................. 1 1.3 The Overall Research Objectives ................................................................................. 1 1.4 Research Methods ........................................................................................................ 1 1.5 Report Structure ............................................................................................................ 2 CHAPTER TWO CHINESE E-BOOK MARKET ....................................................................... 3 2.1 Introduction ................................................................................................................... 3 2.2 E-book Products Classification ..................................................................................... 3 2.3 E-book Development in China ...................................................................................... 3 2.4 Reasons of Popularity of E-books in China .................................................................. 4 2.5 Chinese E-book Consumers ......................................................................................... 5 2.5.1 Cultural Factors .................................................................................................. 5 2.5.2 Personal Factors................................................................................................. 6 2.6 New Market—E-books in Education ............................................................................. 8 2.7 Marketing in the Chinese E-book Market ..................................................................... 8 2.8 The Trends and Issues of E-books Development in China .......................................... 8 CHAPTER THREE CHINESE E-BOOK INDUSTRY ENVIRONMENT ..................................... 9 3.1 Introduction...


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