中国的品牌建设-外文翻译

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1、中国的品牌建设-外文翻译外文翻译原文Title:buildingbrandsinchinaMaterialSource:《themckinseyquarterly》Author:MckinseyArticleataglanee:Chineseshopperslovebrandnames,butcompaniesarchavingadifficulttimetranslatingthesepreferencesintorevenues,intheformofeitherincreasedmarket

2、shareorpremiumprices.Butourmarketreseeirchsuggestswaysforcompaniestoturnconsumersintoloyalcustomers.SalespeopleinChinahavetremendousswayoverthedecisionsofcustomers.Point~of_salepromotionscanbeaneffectivewayofaddressinglast-minuteswitchingandgettingpro

3、ductsintothehandsofconsumers.Comparedwithdevelopedmarkets,messagesthatfocusonfunctionalfeaturescanbemoreimportaritinChina,sincemanyproductcategoriesarenew.Thispreferencewillprobablychangeasshoppersbecomemoreexperienced,butthepacewi11varyfromoneproduct

4、tothenext・ConsumersinChinaalsohavestrongnationalpride,somultinationalcompaniescouldloseimportantsegmentsbyseemingtooforeignThestrectsofChina"scitiesarealightwithneontoutingbrandnamesfromallovertheworld.Consumerseagerlytrawlthesemarkets,pickingupNikesh

5、oes,Samsungmobilephones.Haierhomeappliances,andmanyothertop-labelproducts.OurresearchshowsthattheChineseconsumerisenamoredofbrands.Incategoriessuchasconsumerelectronicsandfoodandbeverages,morethan80percentoftherespondentstoasurvey1saidthattheybuynameb

6、randsatleastoccasionally.What'smore,69percentwouldbuymorebrandedgeariftheyhadenoughmoney,ascomparedwithabout57percentintheUnitedKingdomandtheUnitedStatesFormarketers,theproblemisthatdespitethisinfatuationwithbrands,Chineseconsumersdontconsistentlybuyt

7、hesameonesoreventhosetheyprefer.Pricedifferencesandpoint-of-salemarketingvehiclescanchangeaconsumer，sbeheiviorinaheartbeat.Askedtochooseamongthreeleadingtelevisionbrands?twoforeignandonedomestic?49percentofthesurveyrespondentssaidtheywouldpickSonyifpr

8、icesweresimilar.ButouranalysisshowsthataSonypremiumofjust10percentoverthepriceofaTVfromChangHongaleadingdomesticbrandcouldmakeaboutathirdofthepeoplewhosaytheypreferSonychooseitsChinescrivalinstcad.Indevelopedmarkets,companiesthatenjoythelevelo