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Chinese horizons for Italian businesses

A thesis discussed at the University of Padua summarises market trends and commercial tools to successfully explore China

 

New markets for a better and greater growth of one’s company. A desire to explore, but with some caution. A good business culture needs these ingredients, too – acquire specific information, pay some attention, and employ adequate tools. Getting a clear picture of one’s stakeholders is extremely important. Hence, better read Il Made in Italy in vetrina: alla conquista del Mercato del Dragone (Made in Italy on display: conquering the Dragon Market), a research thesis by Rossella Longi, discussed at the University of Padua, Department of Linguistic and Literary Studies; it’s a pretty good way to get a reliable insight about China and its market, i.e. currently one of the most promising area in commercial and economic terms.

As explained at the start, Longi’s investigation aims to compare European and Chinese marketplaces and incorporates the concept of Made in Italy exports, all while also taking into consideration e-commerce platforms and Asian marketplaces.

This work analyses at first the evolution of Italian export to China, and then delves into the advertising strategies adopted especially by the Italian Trade Agency, and subsequently evaluates the impact of the Covid-19 pandemic on commercial exchanges. Beginning with the consequences the pandemic has had on consumer buying behaviour, habits and lifestyles both in the East and West, Longi outlines, on the one hand, consumer profiles that are increasingly taking shape and, on the other hand, explores the characteristics of the main platforms available to businesses aiming to build a solid presence on the Chinese market.

Rossella Longi’s research compresses a topic that’s complex and in constant evolution in a limited number of pages, and provides a useful overview not just for businesses, but for anyone wishing to gain a precise idea of how things are moving in Asia.

Il Made in Italy in vetrina: alla conquista del Mercato del Dragone (Made in Italy on display: conquering the Dragon Market)

Rossella Longi

Thesis, University of Padua, Department of Linguistic and Literary Studies, Master’s in communication Strategies, 2021