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Academic field: Sociology
Award category: PhD Holder
Topics to be Addressed during the Award Period:
Analyze the marketing strategies of dominant dairy processors in China.
Some of the Things We Really Liked when We Read the Application:
Modern marketing strategies make great use of technologies and theories from other fields, including neuroscience, psychology, cultural anthropology, and big data. These approaches are used to develop products, and to target distribution, branding and advertising. Some of these tools have been demonstrated to effectively shift consumer choices through both conscious and subconscious pathways, so consumers are not fully aware of the impacts these strategies may have on their actions. We think that understanding how these strategies are deployed in China is instructive, especially since dairy is a class of food products that has never been of much interest in China, but yet has managed to grab the attention of so many consumers within a relatively short time.