Rapidly expanding virtual goods markets and virtual economy are thriving worldwide in general, and in China in particular. This paper reviews the growth of virtual goods markets in China and builds a historical narrative of the rapidly changing (or dynamic) and persistently unchanged (or relatively static) aspects of reality in China that condition virtuality and virtual goods markets. The review and historical analysis provide a perspective of a larger place – a total reality – where the virtuality and virtual goods markets exist, along with the physical aspects, and suggest that virtual goods marketers need to pay more attention to China’s unique environmental context when designing marketing strategy.
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Zhang, Mann (Michael)
"Virtual Goods Markets and Economy in China: A Historic Account,"
Markets, Globalization & Development Review:
1, Article 7.
Available at: http://digitalcommons.uri.edu/mgdr/vol1/iss1/7