Niche market analysis and marketing strategies applied to the Chinese market: a case study of the tea and the coffee market sold through e-commerce

Abstract

The main object of this thesis is the study and the analysis of the process of niche marketing from its origin to its concrete use in the Chinese market, outlining in particular how niche marketing strategies are useful to promote international and Chinese e-commerce. This work is organized as follows. After delineating the definition and the historical origins of niche marketing, the first chapter carefully examines the characteristics of the niche market. This section focuses on the importance of relationship marketing, especially on the reputation of a firm, which is essential for a niche company, and on the risk of competition that naturally arises among these companies. In addition, there is a detailed description of segmentation marketing and mass marketing, in order to point out the differences between these two kinds of market and the market that is at the heart of this study. The second chapter introduces the niche market in China. Opening on a general analysis of international niche marketing strategies, that will be followed by an in-depth analysis of the specificities and efficacy of the strategies applied to the Chinese market. The chapter then focuses on e-commerce. Especially in recent years, the most used buying channel in China is e-commerce. Therefore, a research about how niche market products are sold through e-commerce in China is conducted. After having collected the necessary knowledge to successfully land in China, the thesis continues with a section of niche market examples, specifically describing the agri-food sector. To sum up, the third chapter focuses on the tea and coffee market in China, taking into account one mass and one niche e-commerce market example for each sector.