AOL Launches Chinese-Language Portal
Online Media Daily reports that AOL has launched a Chinese-language web portal. The web portal will initially be a translation of the English portal, but will update its content as AOL learns about its readers. The portal will also offer video content and programming from China.
AOL has made a smart move in targeting the Chinese-Americans and Chinese-speaking community. Market segmentation will be a challenge because of the differences in culture between the newer generation vs. the older generation. However, Chinese is the 2nd most spoken household language in the US (after Spanish, and not including English) and will be an increasingly influential group of people given the business dynamics in Eastern world.
This is another example of media companies developing a niche strategy, yet again suggesting that the mass market strategy is not a viable way to reach the market.
AOL has made a smart move in targeting the Chinese-Americans and Chinese-speaking community. Market segmentation will be a challenge because of the differences in culture between the newer generation vs. the older generation. However, Chinese is the 2nd most spoken household language in the US (after Spanish, and not including English) and will be an increasingly influential group of people given the business dynamics in Eastern world.
This is another example of media companies developing a niche strategy, yet again suggesting that the mass market strategy is not a viable way to reach the market.
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