Sales and Development of Western Musical Instruments on the Internet in China

DOI

10.2991/978-94-6239-801-6_117How to use a DOI?

Keywords

Digital Marketing; Musical Instrument Sales; Cultural Blending; Smart Instruments; Western Instruments

Abstract

Based on the theory of digital marketing, combined with cross-cultural communication, brand management and Internet consumption behavior, this paper systematically analyzes the channel evolution, growth mechanism, practical dilemma and upgrading path of online sales of Western musical instruments in China. Based on literature analysis and industry case induction, the online market of Western musical instruments has formed a global channel structure comprising platform e-commerce, content e-commerce, and private domain services; simultaneously, consumer motivation has shifted from skills to lifestyle and emotional value, and smart musical instruments, lightweight products, and digital services have emerged as core growth drivers. Brand image, product quality, and cultural adaptation jointly influence consumption decisions, while international brands and local manufacturers have established a pattern of differentiated competition. Drawing on authoritative literature and industry practices from both domestic and international sources, this paper provides theoretical support and practical framework for the digital transformation, cross-cultural marketing adaptation and sustainable development of the Western musical instrument industry.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Yiming Zhou
PY  - 2026
DA  - 2026/10/23
TI  - Sales and Development of Western Musical Instruments on the Internet in China
BT  - Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026)
PB  - Atlantis Press
SP  - 1129
EP  - 1137
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-801-6_117
DO  - 10.2991/978-94-6239-801-6_117
ID  - Zhou2026
ER  -