China’s foreign trade marketing strategy: Problems and prospects

Shi Weisan, John J. Hampton, Winston L.Y. Yang, Cecilia L. Wagner

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


It has been seven years since the open door policy was officially instituted by the People’s Republic of China. During this time, changes have taken place within Chinese society and China’s dealings with the rest of the world. In this paper, the authors evaluate the problems and prospects for China’s foreign trade marketing strategy. They make recommendations in five policy areas: (1) export promotion; (2) the mix of exports; (3) a systems approach to trade; (4) joint ventures stressing value-added labour and (5) the role of assembly technology. Each strategy is identified and discussed in terms of its future prospects in the development of China’s trade.

Original languageEnglish
Pages (from-to)209-217
Number of pages9
JournalJournal of Marketing Management
Issue number3
StatePublished - 1 Jan 1987


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