The Features of Marketing Technologies' Using to Promote a Startup with the Participation of Non-Residents in the People's Republic of China

The work is devoted to the features of using marketing technologies by a foreign startup to introduce their product into the Chinese market. The author reveals the distinctive features of online and offline channels for a foreign company to promote its goods in China, and also analyzes the principle of using various marketing tools to attract Chinese target audiences, taking into account the cultural identity of the local population. The author pays special attention to the analysis of the interview conducted with the top manager of an international transnational corporation, which has a representative office in China, regarding the company's various marketing strategies on the PRC market, as well as on the interpretation of the Chinese consumer’s survey, making transactions via mobile devices and preferences for submitting information via a digital channel. As a result of the analysis, the author for the first time in the scientific literature proves the interdependence of the popularity of offline promotion tools from the trends of online marketing in China. At the end, the author gives recommendations to a foreign high-tech startup on the implementation of effective promotion channels and on the use of marketing tools most sought-after by the Chinese consumer in the People's Republic of China.