The Utilization of Chinese Traditional Elements in Social Media Marketing of Indigenous Mobile Terminals

  • Li ZhangEmail author
  • Xin Chang
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9747)


This paper mainly discusses the phenomenon in recent years that many brands are using traditional Chinese elements in the mobile terminal marketing so as to integrate creativity. The full text has a classic CCTV advertisement “ink” as an index, the classification of Chinese traditional elements, the interpretation of the Chinese mainland’s popular mobile marketing methods that are prevailing nowadays, Baidu and McDonald’s “Chinese style” case and its marketing effect, and the comprehensive analysis of this marketing phenomenon, and the forecast of its development trend.


Chinese traditional elements Chinese style Mobile equipment Marketing Brand Culture Consumption 

Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.BaiduBeijingPeople’s Republic of China

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