中国地品牌建设-外文翻译（可编辑）毕业论文

中国的品牌建设-外文翻译外文翻译原文Title:buildingbrandsinchinaMaterialSource:《themckinseyquarterly》Author:MckinseyArticleataglance:Chineseshopperslovebrandnames,butcompaniesarehavingadifficulttimetranslatingthesepreferencesintorevenues,intheformofeitherincreasedmarketshareorpremiumprices.Butourmarketresearchsuggestswaysforcompaniestoturnconsumersintoloyalcustomers.SalespeopleinChinahavetremendousswayoverthedecisionsofcustomers.Point-of-salepromotionscanbeaneffectivewayofaddressinglast-minuteswitchingandgettingproductsintothehandsofconsumers.Comparedwithdevelopedmarkets,messagesthatfocusonfunctionalfeaturescanbemoreimportantinChina,sincemanyproductcategoriesarenew.Thispreferencewillprobablychangeasshoppersbecomemoreexperienced,butthepacewillvaryfromoneproducttothenext.ConsumersinChinaalsohavestrongnationalpride,somultinationalcompaniescouldloseimportantsegmentsbyseemingtooforeignThestreetsofChina'scitiesarealightwithneontoutingbrandnamesfromallovertheworld.Consumerseagerlytrawlthesemarkets,pickingupNikeshoes,Samsungmobilephones.Haierhomeappliances,andmanyothertop-labelproducts.OurresearchshowsthattheChineseconsumerisenamoredofbrands.Incategoriessuchasconsumerelectronicsandfoodandbeverages,morethan80percentoftherespondentstoasurvey1saidthattheybuynamebrandsatleastoccasionally.What'smore,69percentwouldbuymorebrandedgeariftheyhadenoughmoney,ascomparedwithabout57percentintheUnitedKingdomandtheUnitedStatesFormarketers,theproblemisthatdespitethisinfatuationwithbrands,Chineseconsumersdon'tconsistentlybuythesameonesoreventhosetheyprefer.Pricedifferencesandpoint-of-salemarketingvehiclescanchangeaconsumer'sbehaviorinaheartbeat.Askedtochooseamongthreeleadingtelevisionbrands?twoforeignandonedomestic?49percentofthesurveyrespondentssaidtheywouldpickSonyifpricesweresimilar.ButouranalysisshowsthataSonypremiumofjust10percentoverthepriceofaTVfromChangHongaleadingdomesticbrandcouldmakeaboutathirdofthepeoplewhosaytheypreferSonychooseitsChineserivalinstead.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'sconsumersandthedifficultyofturningpreferencesintorevenuesBrandloyalty,itseems,isnotonlygenerallylowbutalsovariesconsiderablyfromoneproductcategorytothenextinwaysthatcouldsurprisecompaniesaccustomedtodevelopedmarkets.LoyaltyscoresinChina,forexample,areabout50percenthigherforconsumerelectronicsthanforfast-movingconsumergoodssuchassoftdrinksandpersonal-careitems.USconsumers,bycontrast,aremuchmoreloyaltosodasandothereverydaypurchasesthantoconsumerelectronics.Onereasonforthedifferenceisthatthepriceofatelevision,say,representsagreatershareofafamily'sincomeinChinathanintheUnitedStates.Lower-pricedproductsgivetheChineseroomtosampleabroaderselectionofnewlyavailableofferings,andthewiderangeofproductsencouragesexperimentationratherthanloyalty,whileindevelopedmarketsthenoveltyhaswornoffandconsumershavealreadysettledontheirfavoritesGiventheflexibleattitudeofmanyChineseconsumers,howshouldmarketersbuildtheirbrands?Ourresearchrevealedthepotentialofpoint-of-salemarketingtechniques.Wealsofoundthatmanyconsumersrespondtoappealsthathighlightfunctionalattributessuchasperformancefeaturesforsomeproductsandtonationalisticappealsforothers.Knowingwhichbuttontopush,andwhen,couldencouragegreaterbrandloyaltyTheimportanceofpoint-of-salemarketingAdvertisingrevenuesatCCTV,China'snationaltelevisionnetwork,morethandoubledfrom2000to2005,jumpingto12.4billionrenminbi,from5.29billion.TheproblemisthatmanyChineseconsumersaretuningoutthisbombardmentofmarketingmessagesandnowresistthemevenmorefiercelythanpeopleinWesternmarketsdo.Togiveoneexample,in2004Chinesetelevisionviewerslefttheroomorchangedchannels72percentofthetimewhenadswereaired?morethanviewersinothermajorcountries?comparedwith42percentin1999.2Companiesmustadvertiseinthemassmedia,buttheycandomore.OurresearchshowsthatmanyChineseconsumersmakeuptheirmindsjustbeforetheygettothecashierandcanbeswayedatthelastmoment.Whilethereissubstantialvariancebyproductcategory,ingeneralcompaniesshouldconsiderrebalancingtheirapproachtomarketing,withagreateremphasisonbelow-the-lineapproaches,suchaspricepromotionsandin-storedemonstrations,thantheymighthaveindevelopedmarketsWelookedat40domesticandforeignbrandsinfast-movingconsumergoodssuchassoda,diapers,andtoothpaste.Onaverage,onlyaboutoneinthreeconsumerswhoconsideredbuyingabrandcurrentlyuseit.Thefalloffwasevensteeperintheconsumerelectronicscategory:onaverage,fewerthanoneinfourconsumerswhoconsideredpurchasingabrandactuallyownsitexhibit.Inbothcases,thecurrentuseratewasmuchlowerthancompanieshavecometoexpectindevelopedmarkets.Highpricescausesomeofthisleakage,butourstudyshowsthatlast-minuteswitchingexplainsmuchofit.Evenifconsumersconsiderthemselvesloyaltoabrand,salespeoplecangetthemtoputadifferentoneintotheirshoppingbasketsuptohalfofthetime.Insomecases,wehaveseentheinfluenceofsalespeopleoutweighadvicefrommedicalprofessionalsCompaniesmustgettheirretailexecutionrighttoimprovetheirpoint-of-saleperformance:well-trainedanddisciplinedsalespeoplemustgointostoresandmakesurethattheretailersunderstandtheproduct,thatitisgettingthepromisedshelfspace,andeventhatthepackagesondisplayhavebeendusted.Indevelopedmarketscompaniescanrelyontheirdistributorstodothissortofwork,butinChinadistributorsgenerallydon'tyethavetheskillsorinfluenceneededforit.Asaresult,piled-upboxesmayhidemoderndisplayracks,andlayersofgrimemayobscurethebrightestpackagingAlthoughin-storeactivitiesarecommonandofgrowingimportanceindevelopedmarkets,theyaregenerallyfocusedonanarrowrangeofneworimprovedproducts.InChina,lowlaborcostsallowcompaniestostretchtheirpoint-of-saleeffortsacrossabroaderrangeofproducts.PromotionalstaffinselectedstorescanliterallyputaproductintothehandsofconsumersandexplainitsbenefitsTheimportanceoffunctionAlotofChineseconsumersattachimportancetofunctionalattributesinmanyproductcategories.Inoursurvey83percentoftherespondentslikedname-brandclothesbecausetheyperceivedthequalitytobebetter;bycontrastonly65percentsaidthatbrandedclothesmadethemfeelbetter.Thegapislargerthanwouldbeexpectedindevelopedmarkets,wheretherangeoffunctionaldifferencesamongbrandshasshrunkoverthepasttwodecadesformanycategories3andconsumersaremorelikelytobehookedbyemotionalimagerysuchassophistication,coolness,orjust"feelinggood."Whythedifference?PerhapsbecausemanyproductsthatarecommonindevelopedmarketsareonlynowbeingintroducedtoChina,whereconsumersarestilllearningtheirvalue.Johnson&Johnson,forinstance,focusesheavilyonthefunctionalbenefitsofitso.b.brandoftampons?usingtechniquessuchasadvertisementsthatfeatureaprominentdoctorexplainingatlengthhow,when,andwhytousetheproduct.Tamponsalongwithshampooandcosmetics,amongotherproductswerenotavailabletomostChineseuntilthe1980s.Buttherulescanchangequickly.InhaircareproductsP&GisshiftingitsmarketingforHead&Shouldersshampoo,especiallyinthebiggercities,fromfightingdandruffto"newlifeforhair."AsChina'sconsumermarketsmatureandthedifferencesinqualityamongbrandsbecomelessperceptible,emotionalappealswillprobablyincreaseinimportance.Butthepaceandextentofthechangewillvarywidelyamongproductcategoriesandconsumersegments.Companieswillneedhigh-qualityconsumerresearchtodetectsuchtrendsAnationalisticstreakChinaisburstingwithnationalpride,whichisreflectedinconsumerattitudestowarddomesticbrands.Inoursurvey86percentoftherespondentsclaimtotrustthem,comparedwith53percentwhotrustforeignones.4InsomecategoriesthepreferenceforChinesebrandsismuchstronger:87percent,forexample,saythattheytrustlocalbrandsforfood,asagainst20percentwhotrustforeignbrands.AlthoughallagegroupsexpressgreatertrustinChinesebrandsthaninforeignones,youngeradultstrusttheformerrelativelylessandthelatterrelativelymore?perhapsbecausetheyaremoreexposedtocategoriessuchasmobilephones,whereforeigncompanieshaveastrongerpresence.Teensshowthegreatesttrustfordomesticbrands,possiblybecauseChina'sfortuneshaverisenrapidlyduringtheirlifetimes.See"UnderstandingChina'steenconsumers,"inthisissue.GlobalcompaniesmustunderstandthesetendenciesandtailortheirbrandstotargetedsegmentsorriskappearingtooforeignMultinationalshaveboostedtheirlocalcredentialsthroughpackageandproductredesigns?forinstance,byofferingred-beanicecreamandprawn-flavoredpotatochipsorgettingendorsementsfromChinesesportsheroes,suchasbasketballstarYaoMingandOlympicmedalistLiuXiang.Domesticcompaniescatertonationalpridebyemphasizingtheiremergenceontheglobalstage:forexample,theChinesecomputermakerLenovo,foritsChinese-languagehomepage,selectedaworldmapwithpicturesofitsPCtoweringoverlandmarksincludingtheStatueofLiberty,theEiffelTower,andtheSydneyOperaHouse.Theslogan"Instepwithglobaltechnology"accompaniestheimageTheChinesemarketisamovingtarget,andcontinuedchangeistheonlythingacompanycancountonwhenplanningitsbrandstrategy.Someconsumersegmentswillmaturerapidly,especiallyinthebiggestcities,andshopperscouldquicklybecomeloyaltospecificbrands.ButasincomelevelsriseacrossChina,acontinuinginfluxofnewconsumerswillbefirsttimebuyersofmanyproductsandeagertotrynewbrandsMeanwhile,newcompetitors?bothmultinationalanddomestic?willbeenteringthemarket.Onlyafewbrandsineachcategorywillsucceedincommandingpremiums,whichatleastforthenextfewyearswillseemrazorthinascomparedwiththoseinothermarkets,thoughvolumescanbeimmense.ChannelswillalsoproliferateasmodernretailformatsspreadfurtherfromthebigcitiesandChinesebuyersbecomeaccustomedtocatalogandonlineshoppingandtodirectsales标题:中国的品牌建设资料来源:2006年专刊《麦肯锡季刊》作者:麦肯锡摘要:中国的消费者喜爱品牌产品,但很多企业想要将这种喜好转化为一种不论是以市场份额增加的方式还是收取溢价的形式则是个难题,但是我们的市场调查表明,企业可以把消费者转变为忠实的客户。中国的销售人员对消费者的决策可以产生巨大的影响力,销售技巧是达成最后交易,最终使商品落入消费者手中的一种有效途径。与发达市场相比,由于很多产品在中国是全新的概念,所以强调功能特性更为重要。这一偏好可能会随着消费者变得有经验而改变,但是改变速度会根据产品的不同而不同。在中国,消费者也有很强的民族自豪感,所以跨国公司如果表现得过于“外国”的话,就会失去一些重要的客户群。中国城市大街小巷的霓虹灯耀眼夺目,尽是全球知名品牌。消费者兴致盎然穿梭于闹市间,挑选耐克球鞋、三星手机、海尔家电及更多其他名牌产品。我们的调查表明,中国消费者品牌意识非常强。例如就家电、食品和饮料类来说,就有大约超过80%的消费者在回复答卷时表示“至少偶尔会买名牌产品”。而且,69%的受访者表示,如果他们能够负担得起的话,会购买更多的品牌产品,而在英美两国,只有57%的受访者这样认为。营销人员担心的是,尽管中国消费者钟情于品牌,却不会持久地购买同一品牌,即使是对自己偏好的品牌也不例外。价格差异和销售场所的营销活动都可以马上改变消费者的行为。例如,要求消费者选择三个知名电视品牌??两个外国的和一个国产的,49%的受访者表示如果价格相近,他们会选择索尼。但是我们的分析表明,如果索尼的电视机比国内著名品牌长虹价格高出10%,就有三分之一原本表示选择索尼的人会转而选择国产品牌。而在发达国家市场,拥有类似索尼在中国市场上的品牌优势的公司可以定期加价,最高可达40%。而我们在中国市场的调查中,家用电器与其他品类相比已经拥有消费者最高的品牌倾向性和忠诚度。中国消费者经常会在最后一刻改变主意,不是因为受店内促销活动的影响,就是听从了销售人员的推荐。65%的受访者表示他们通常会按着不是原先计划购买的品牌产品离开商店,走出商店的时候会拿着另一个原本不打算买的品牌,另外也有大约相同数量的受访者表示几乎每次都购买促销商品,即便这些产品并不是他们最中意的品牌。消费者的这种对价格和店内促销的态度,使消费者和品牌之间产生一种“交易关系”。不管消费者在跨进店门时对品牌具有何种偏好,他们最后的选择往往并不固定。结果就是像过山车一样:各公司在中国的市场份额可以在迅速上升之后大跌,大起大落的情况相当普遍。例如,2002年摩托罗拉和诺基亚共同拥有约40%的中国手机市场份额。2003年,虽然这两个品牌仍在消费者中间享有很高的知名度,它们加在一起的市场份额却跌到了不足30%,原因是消费者转而购买便宜的国产品牌手机。2005年,摩托罗拉和诺基亚又恢复了市场领先地位。这一转变固然受到多种因素的影响,但是市场份额变化的速度之快,反映出中国消费者确实有颗善变的心,将偏好转变为市场份额的难度当然也就可想而知。中国消费者的品牌忠诚度不仅不高,而且还会随着产品类别的不同而改变,且变化程度之大,很容易让已习惯于在发达市场上营销的公司很不适应,例如,给中国的产品忠诚度评分的话,家用电器方面要比像软饮料和个人用品等快速消费品高出50%。相比之下,美国的消费者对于碳酸饮料和日常用品的忠诚度要比家用电器高出很多,造成这种差异的原因之一是电视机的价格在中国占家庭收入的比例要比在美国高很多,更低的价格让中国人有了更多的选择空间,而丰富的产品种类也鼓励消费者大胆尝试,而非保持忠诚度。相对来说,在发达市场,新鲜感已经过去,消费者已经找到了最喜好的品牌。既然中国消费者态度多变,企业究竟应该如何打响自己的品牌呢?我们的调查表明,销售点的营销方式具备很大潜力,我们也发现很多消费者被功能实用的产品所吸引(例如高性能),同时,又对能够唤起民族感情的产品更有兴趣。知道投其所好及掌握时机,找准营销的关键点,可以大幅度增进品牌忠诚度。销售点营销的重要性中央电视台的广告收入2000年至2005年翻了一番有余,从52.9亿元人民币跃升到124亿元人民币。但很多中国消费者对于广告的狂轰乱炸已经无动于衷,甚至比西方市场的消费者更为抵触。例如,2004年的一项统计就很说明问题,72%的广告时间中国观众会离开房间或转换频道,这个数字要比其他国家高很多,在1999年仅为42%。企业当然要在大众媒体上做广告,但是他们应该考虑更多的方法。我们的调查表明,很多中国的消费者在交款之前才作决定,所以可以在最后一刻说服他们改变心意。虽然各产品类别之间存在很多差异,但总体而言公司应该考虑平衡营销方式,即要比在发达市场更强调非常规的方法,所谓线下行销如价格促销和店堂展示。我们对40种快速消费品的国内和外国品牌进行了调查,包括碳酸饮料、尿布和牙膏。结果显示,平均每三位想要购买名牌产品的消费者里,仅一位目前实际使用该品牌。这一差异在家用电器产品方面表现得更显著,在考虑购买某品牌的消费者中,真正拥有该品牌产品的平均还不到四分之一。在中国,以上两种情况的实际使用率都比同等品牌在发达市场上低得多。导致这一结果的部分动因是价格高昂,但是我们的研究还表明,最大的问题是消费者在最后一刻的转变决定。即便消费者自认为对一个品牌忠诚,销售人员还是可以在高达一半的情况下说服他们购买另一种产品。有时候,我们甚至看到销售人员的影响力超过了医疗专家的建议。图4相对较少的人进入采购阶段资料来源:麦肯锡访谈,2005.10,中国家庭的6000人企业执行零售策略要得法,才能提高销售点业绩:企业必须有一批训练有素、纪律良好的销售人员实际进入店内,确认零售商确实了解产品,保证产品按照约定摆放至货架空间,获得良好的展示,甚至确保所陈列的产品包装保持干净无尘。在发达市场,这类工作经销商会打理得很好,但是中国的经销商通常都还不具备类似的技能或影响力。所以现代化的