中国的品牌建设外文翻译Word文档下载推荐.docx
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中国的品牌建设外文翻译Word文档下载推荐.docx
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《themckinseyquarterly》Author:
Mckinsey
Articleataglance:
Chineseshopperslovebrandnames,butcompaniesarehavingadifficulttimetranslatingthesepreferencesintorevenues,intheformofeitherincreasedmarketshareorpremiumprices.Butourmarketresearchsuggestswaysforcompaniestoturnconsumersintoloyalcustomers.SalespeopleinChinahavetremendousswayoverthedecisionsofcustomers.Point-of-salepromotionscanbeaneffectivewayofaddressinglast-minuteswitchingandgettingproductsintothehandsofconsumers.Comparedwithdevelopedmarkets,messagesthatfocusonfunctionalfeaturescanbemoreimportantinChina,sincemanyproductcategoriesarenew.Thispreferencewillprobablychangeasshoppersbecomemoreexperienced,butthepacewillvaryfromoneproducttothenext.ConsumersinChinaalsohavestrongnationalpride,somultinationalcompaniescouldloseimportantsegmentsbyseemingtooforeign.
ThestreetsofChina'
scitiesarealightwithneontoutingbrandnamesfromallovertheworld.Consumerseagerlytrawlthesemarkets,pickingupNikeshoes,Samsungmobilephones.Haierhomeappliances,andmanyothertop-labelproducts.OurresearchshowsthattheChineseconsumerisenamoredofbrands.Incategoriessuchasconsumerelectronicsandfoodandbeverages,morethan80percentoftherespondentstoasurvey1saidthattheybuynamebrandsatleastoccasionally.What'
smore,69percentwouldbuymorebrandedgeariftheyhadenoughmoney,ascomparedwithabout57percentintheUnitedKingdomandtheUnitedStates.
Formarketers,theproblemisthatdespitethisinfatuationwithbrands,Chineseconsumersdon'
tconsistentlybuythesameonesoreventhosetheyprefer.Pricedifferencesandpoint-of-salemarketingvehiclescanchangeaconsumer'
sbehaviorinaheartbeat.Askedtochooseamongthreeleadingtelevisionbrands—twoforeignandonedomestic—49percentofthesurveyrespondentssaidtheywouldpickSonyifpricesweresimilar.ButouranalysisshowsthataSonypremiumofjust10percentoverthepriceofaTVfromChangHong(aleadingdomesticbrand)couldmakeaboutathirdofthepeoplewhosaytheypreferSonychooseitsChineserivalinstead.Indevelopedmarkets,companiesthatenjoythelevelofbrandpreferencethatSonyTVsgarnerinChinacanroutinelychargepricepremiumsofupto40percent.AndconsumerelectronicshadsomeofthehighestbrandpreferenceandloyaltyscoresamongallthecategoriesinourChinesesurvey.Chineseconsumersoftenchangetheirmindsatthelastminute,respondingtoin-storepromotionsorasalesperson'
ssuggestion.Ofourrespondents,65percentsaidthattheyoftenleaveastorewithadifferentbrandthantheonetheyintendedtopurchase.Justasmanysaidtheyalmostalwaysbuywhat'
sonsale,evenifit'
snottheirfavoritebrandsuchattitudestowardpriceandin-storepromotionscreateatransactionalrelationshipbetweenconsumersandbrands.Nomatterwhatbrandpreferencesaconsumertakesintoastore,there'
snocertaintyaboutwhichbrandwillactuallygetthenod.Theresultisaroller-coasterride:
marketshareinChinacanriseabruptlyandthenplummet.In2002,forexample,MotorolaandNokiacommandedabout40percentoftheChinesemarketformobile-phonehandsets.By2003,despiteaverystrongreputationamongconsumers,theircombinedsharehaddroppedtolessthan30percentasbuyersswitchedtocheaperdomesticbrands.By2005MotorolaandNokiahadregainedmarketleadership.Severalfactorsinfluencedtheshift,butthespeedofthechangeisaclearsignofthefickleattitudesofChina'
sconsumersandthedifficultyofturningpreferencesintorevenues.
Brandloyalty,itseems,isnotonlygenerallylowbutalsovariesconsiderablyfromoneproductcategorytothenextinwaysthatcouldsurprisecompaniesaccustomedtodevelopedmarkets.LoyaltyscoresinChina,forexample,areabout50percenthigherforconsumerelectronicsthanforfast-movingconsumergoodssuchassoftdrinksandpersonal-careitems.USconsumers,bycontrast,aremuchmoreloyaltosodasandothereverydaypurchasesthantoconsumerelectronics.Onereasonforthedifferenceisthatthepriceofatelevision,say,representsagreatershareofafamily'
sincomeinChinathanintheUnitedStates.Lower-pricedproductsgivetheChineseroomtosampleabroaderselectionofnewlyavailableofferings,andthewiderangeofproductsencouragesexperimentationratherthanloyalty,whileindevelopedmarketsthenoveltyhaswornoffandconsumershavealreadysettledontheirfavorites.
GiventheflexibleattitudeofmanyChineseconsumers,howshouldmarketersbuildtheirbrands?
Ourresearchrevealedthepotentialofpoint-of-salemarketingtechniques.Wealsofoundthatmanyconsumersrespondtoappealsthathighlightfunctionalattributes(suchasperformancefeatures)forsomeproductsandtonationalisticappealsforothers.Knowingwhichbuttontopush,andwhen,couldencouragegreaterbrandloyalty.
Theimportanceofpoint-of-salemarketing
AdvertisingrevenuesatCCTV,China'
snationaltelevisionnetwork,morethandoubledfrom2000to2005,jumpingto12.4billionrenminbi,from5.29billion.TheproblemisthatmanyChineseconsumersaretuningoutthisbombardmentofmarketingmessagesandnowresistthemevenmorefiercelythanpeopleinWesternmarketsdo.Togiveoneexample,in2004Chinesetelevisionviewerslefttheroomorchangedchannels72percentofthetimewhenadswereaired—morethanviewersinothermajorcountries—comparedwith42percentin1999.2.
Companiesmustadvertiseinthemassmedia,buttheycandomore.OurresearchshowsthatmanyChineseconsumersmakeuptheirmindsjustbeforetheygettothecashierandcanbeswayedatthelastmoment.Whilethereissubstantialvariancebyproductcategory,ingeneralcompaniesshouldconsiderrebalancingtheirapproachtomarketing,withagreateremphasisonbelow-the-lineapproaches,suchaspricepromotionsandin-storedemonstrations,thantheymighthaveindevelopedmarkets.
Welookedat40domesticandforeignbrandsinfast-movingconsumergoodssuchassoda,diapers,andtoothpaste.Onaverage,onlyaboutoneinthreeconsumerswhoconsideredbuyingabrandcurrentlyuseit.Thefalloffwasevensteeperintheconsumerelectronicscategory:
onaverage,fewerthanoneinfourconsumerswhoconsideredpurchasingabrandactuallyownsit(exhibit).Inbothcases,thecurrentuseratewasmuchlowerthancompanieshavecometoexpectindevelopedmarkets.Highpricescausesomeofthisleakage,butourstudyshowsthatlast-minuteswitchingexplainsmuchofit.Evenifconsumersconsiderthemselvesloyaltoabrand,salespeoplecangetthemtoputadifferentoneintotheirshoppingbasketsuptohalfofthetime.Insomecases,wehaveseentheinfluenceofsalespeopleoutweighadvicefrommedicalprofessionals.
Companiesmustgettheirretailexecutionrighttoimprovetheirpoint-of-saleperformance:
well-trainedanddisciplinedsalespeoplemustgointostoresandmakesurethattheretailersunderstandtheproduct,thatitisgettingthepromisedshelfspace,andeventhatthepackagesondisplayhavebeendusted.Indevelopedmarketscompaniescanrelyontheirdistributorstodothissortofwork,butinChinadistributorsgenerallydon'
tyethavetheskillsorinfluenceneededforit.Asaresult,piled-upboxesmayhidemoderndisplayracks,andlayersofgrimemayobscurethebrightestpackaging.
Althoughin-storeactivitiesarecommon(andofgrowingimportance)indevelopedmarkets,theyaregenerallyfocusedonanarrowrangeofneworimprovedproducts.InChina,lowlaborcostsallowcompaniestostretchtheirpoint-of-saleeffortsacrossabroaderrangeofproducts.Promotionalstaffinselectedstorescanliterallyputaproductintothehandsofconsumersandexplainitsbenefits.
Theimportanceoffunction
AlotofChineseconsumersattachimportancetofunctionalattributesinmanyproductcategories.Inoursurvey83percentoftherespondentslikedname-brandclothesbecausetheyperceivedthequalitytobebetter;
bycontrastonly65percentsaidthatbrandedclothesmadethemfeelbetter.Thegapislargerthanwouldbeexpectedindevelopedmarkets,wheretherangeoffunctionaldifferencesamongbrandshasshrunkoverthepasttwodecadesformanycategories3andconsumersaremorelikelytobehookedbyemotionalimagerysuchassophistication,coolness,orjust"
feelinggood."
Whythedifference?
PerhapsbecausemanyproductsthatarecommonindevelopedmarketsareonlynowbeingintroducedtoChina,whereconsumersarestilllearningtheirvalue.
Johnson&
Johnson,forinstance,focusesheavilyonthefunctionalbenefitsofitso.b.brandoftampons—usingtechniquessuchasadvertisementsthatfeatureaprominentdoctorexplainingatlengthhow,when,andwhytousetheproduct.Tampons(alongwithshampooandcosmetics,amongotherproducts)werenotavailabletomostChineseuntilthe1980s.Buttherulescanchangequickly.InhaircareproductsP&
GisshiftingitsmarketingforHead&
Shouldersshampoo,especiallyinthebiggercities,fromfightingdandruffto"
newlifeforhair."
AsChina'
sconsumermarketsmatureandthedifferencesinqualityamongbrandsbecomelessperceptible,emotionalappealswillprobablyincreaseinimportance.Butthepaceandextentofthechangewillvarywidelyamongproductcategoriesandconsumersegments.Companieswillneedhigh-qualityconsumerresearchtodetectsuchtrends.
Anationalisticstreak
Chinaisburstingwithnationalpride,whichisreflectedinconsumerattitudestowarddomesticbrands.Inoursurvey86percentoftheresp
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