|The aim for this thesis has been to research the Chinese Internet market in order to
develop a business model for Zhăo. The Chinese Internet market has seen significant
growth in both number of users and online advertisement spending. These factors
indicate that this is an attractive sector for entrepreneurial companies. However, the
large amount of new players trying to exploit the growth in the market has resulted in
The authors developed research questions to look at the Chinese Internet market and
the market dynamics. The authors have researched characteristics of the general
Chinese Internet market and examined the business models of key infomediaries and
market makers. In addition, the research was focused on the most important factors
influencing an entry into the Chinese Internet market.
The thesis is based mainly on qualitative research with an explorative design, due to
the author’s limited knowledge about the subject.
The author’s findings indicate that Zhăo should develop an infomediary portal aimed
at reducing the search cost for Chinese students, through facilitating information and
user generated content. By applying an advertisement driven business model, Zhăo
can provide the service free of charge to the users. Zhăo should differentiate by
providing a “by students for students” service.
To reach its operative and strategic goals Zhăo needs to attract users, advertisers and
provide high-quality content. In order to accomplish these goals it is essential that the
founders increase their market knowledge as well as utilize the entrepreneurial spirit