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Marketing Of (Bms): Content Analysis Of Breast Milk Substitutes Digital Marketing On Chinese E-Commerce Platforms, Shannon Han
Marketing Of (Bms): Content Analysis Of Breast Milk Substitutes Digital Marketing On Chinese E-Commerce Platforms, Shannon Han
Public Health Theses
Background: China has one of the largest and fastest-growing breast milk substitutes (BMS) industries and a disproportionately low exclusive breastfeeding rate. The rapid penetration of technology and the internet, together with convenience-oriented lifestyles, has led to the dominance of the e-commerce industry in China. Many BMS manufacturers have established e-commerce flagship stores and use them as main retail and marketing channels.
Objective: This study aimed to analyze the BMS retail websites on the largest business to consumer (B2C) e-commerce platform TMall, to characterize the marketing themes and strategies used to target consumers. It was specifically designed to improve our understanding …