中國(guó)地品牌建設(shè)-外文翻譯（可編輯）畢業(yè)論文

中國(guó)的品牌建設(shè)-外文翻譯外文翻譯原文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標(biāo)題:中國(guó)的品牌建設(shè)資料來(lái)源:2006年?？尔溈襄a季刊》作者:麥肯錫摘要:中國(guó)的消費(fèi)者喜愛品牌產(chǎn)品,但很多企業(yè)想要將這種喜好轉(zhuǎn)化為一種不論是以市場(chǎng)份額增加的方式還是收取溢價(jià)的形式則是個(gè)難題,但是我們的市場(chǎng)調(diào)查表明,企業(yè)可以把消費(fèi)者轉(zhuǎn)變?yōu)橹覍?shí)的客戶。中國(guó)的銷售人員對(duì)消費(fèi)者的決策可以產(chǎn)生巨大的影響力,銷售技巧是達(dá)成最后交易,最終使商品落入消費(fèi)者手中的一種有效途徑。與發(fā)達(dá)市場(chǎng)相比,由于很多產(chǎn)品在中國(guó)是全新的概念,所以強(qiáng)調(diào)功能特性更為重要。這一偏好可能會(huì)隨著消費(fèi)者變得有經(jīng)驗(yàn)而改變,但是改變速度會(huì)根據(jù)產(chǎn)品的不同而不同。在中國(guó),消費(fèi)者也有很強(qiáng)的民族自豪感,所以跨國(guó)公司如果表現(xiàn)得過(guò)于“外國(guó)”的話,就會(huì)失去一些重要的客戶群。中國(guó)城市大街小巷的霓虹燈耀眼奪目,盡是全球知名品牌。消費(fèi)者興致盎然穿梭于鬧市間,挑選耐克球鞋、三星手機(jī)、海爾家電及更多其他名牌產(chǎn)品。我們的調(diào)查表明,中國(guó)消費(fèi)者品牌意識(shí)非常強(qiáng)。例如就家電、食品和飲料類來(lái)說(shuō),就有大約超過(guò)80%的消費(fèi)者在回復(fù)答卷時(shí)表示“至少偶爾會(huì)買名牌產(chǎn)品”。而且,69%的受訪者表示,如果他們能夠負(fù)擔(dān)得起的話,會(huì)購(gòu)買更多的品牌產(chǎn)品,而在英美兩國(guó),只有57%的受訪者這樣認(rèn)為。營(yíng)銷人員擔(dān)心的是,盡管中國(guó)消費(fèi)者鐘情于品牌,卻不會(huì)持久地購(gòu)買同一品牌,即使是對(duì)自己偏好的品牌也不例外。價(jià)格差異和銷售場(chǎng)所的營(yíng)銷活動(dòng)都可以馬上改變消費(fèi)者的行為。例如,要求消費(fèi)者選擇三個(gè)知名電視品牌??兩個(gè)外國(guó)的和一個(gè)國(guó)產(chǎn)的,49%的受訪者表示如果價(jià)格相近,他們會(huì)選擇索尼。但是我們的分析表明,如果索尼的電視機(jī)比國(guó)內(nèi)著名品牌長(zhǎng)虹價(jià)格高出10%,就有三分之一原本表示選擇索尼的人會(huì)轉(zhuǎn)而選擇國(guó)產(chǎn)品牌。而在發(fā)達(dá)國(guó)家市場(chǎng),擁有類似索尼在中國(guó)市場(chǎng)上的品牌優(yōu)勢(shì)的公司可以定期加價(jià),最高可達(dá)40%。而我們?cè)谥袊?guó)市場(chǎng)的調(diào)查中,家用電器與其他品類相比已經(jīng)擁有消費(fèi)者最高的品牌傾向性和忠誠(chéng)度。中國(guó)消費(fèi)者經(jīng)常會(huì)在最后一刻改變主意,不是因?yàn)槭艿陜?nèi)促銷活動(dòng)的影響,就是聽從了銷售人員的推薦。65%的受訪者表示他們通常會(huì)按著不是原先計(jì)劃購(gòu)買的品牌產(chǎn)品離開商店,走出商店的時(shí)候會(huì)拿著另一個(gè)原本不打算買的品牌,另外也有大約相同數(shù)量的受訪者表示幾乎每次都購(gòu)買促銷商品,即便這些產(chǎn)品并不是他們最中意的品牌。消費(fèi)者的這種對(duì)價(jià)格和店內(nèi)促銷的態(tài)度,使消費(fèi)者和品牌之間產(chǎn)生一種“交易關(guān)系”。不管消費(fèi)者在跨進(jìn)店門時(shí)對(duì)品牌具有何種偏好,他們最后的選擇往往并不固定。結(jié)果就是像過(guò)山車一樣:各公司在中國(guó)的市場(chǎng)份額可以在迅速上升之后大跌,大起大落的情況相當(dāng)普遍。例如,2002年摩托羅拉和諾基亞共同擁有約40%的中國(guó)手機(jī)市場(chǎng)份額。2003年,雖然這兩個(gè)品牌仍在消費(fèi)者中間享有很高的知名度,它們加在一起的市場(chǎng)份額卻跌到了不足30%,原因是消費(fèi)者轉(zhuǎn)而購(gòu)買便宜的國(guó)產(chǎn)品牌手機(jī)。2005年,摩托羅拉和諾基亞又恢復(fù)了市場(chǎng)領(lǐng)先地位。這一轉(zhuǎn)變固然受到多種因素的影響,但是市場(chǎng)份額變化的速度之快,反映出中國(guó)消費(fèi)者確實(shí)有顆善變的心,將偏好轉(zhuǎn)變?yōu)槭袌?chǎng)份額的難度當(dāng)然也就可想而知。中國(guó)消費(fèi)者的品牌忠誠(chéng)度不僅不高,而且還會(huì)隨著產(chǎn)品類別的不同而改變,且變化程度之大,很容易讓已習(xí)慣于在發(fā)達(dá)市場(chǎng)上營(yíng)銷的公司很不適應(yīng),例如,給中國(guó)的產(chǎn)品忠誠(chéng)度評(píng)分的話,家用電器方面要比像軟飲料和個(gè)人用品等快速消費(fèi)品高出50%。相比之下,美國(guó)的消費(fèi)者對(duì)于碳酸飲料和日常用品的忠誠(chéng)度要比家用電器高出很多,造成這種差異的原因之一是電視機(jī)的價(jià)格在中國(guó)占家庭收入的比例要比在美國(guó)高很多,更低的價(jià)格讓中國(guó)人有了更多的選擇空間,而豐富的產(chǎn)品種類也鼓勵(lì)消費(fèi)者大膽嘗試,而非保持忠誠(chéng)度。相對(duì)來(lái)說(shuō),在發(fā)達(dá)市場(chǎng),新鮮感已經(jīng)過(guò)去,消費(fèi)者已經(jīng)找到了最喜好的品牌。既然中國(guó)消費(fèi)者態(tài)度多變,企業(yè)究竟應(yīng)該如何打響自己的品牌呢?我們的調(diào)查表明,銷售點(diǎn)的營(yíng)銷方式具備很大潛力,我們也發(fā)現(xiàn)很多消費(fèi)者被功能實(shí)用的產(chǎn)品所吸引(例如高性能),同時(shí),又對(duì)能夠喚起民族感情的產(chǎn)品更有興趣。知道投其所好及掌握時(shí)機(jī),找準(zhǔn)營(yíng)銷的關(guān)鍵點(diǎn),可以大幅度增進(jìn)品牌忠誠(chéng)度。銷售點(diǎn)營(yíng)銷的重要性中央電視臺(tái)的廣告收入2000年至2005年翻了一番有余,從52.9億元人民幣躍升到124億元人民幣。但很多中國(guó)消費(fèi)者對(duì)于廣告的狂轟亂炸已經(jīng)無(wú)動(dòng)于衷,甚至比西方市場(chǎng)的消費(fèi)者更為抵觸。例如,2004年的一項(xiàng)統(tǒng)計(jì)就很說(shuō)明問(wèn)題,72%的廣告時(shí)間中國(guó)觀眾會(huì)離開房間或轉(zhuǎn)換頻道,這個(gè)數(shù)字要比其他國(guó)家高很多,在1999年僅為42%。企業(yè)當(dāng)然要在大眾媒體上做廣告,但是他們應(yīng)該考慮更多的方法。我們的調(diào)查表明,很多中國(guó)的消費(fèi)者在交款之前才作決定,所以可以在最后一刻說(shuō)服他們改變心意。雖然各產(chǎn)品類別之間存在很多差異,但總體而言公司應(yīng)該考慮平衡營(yíng)銷方式,即要比在發(fā)達(dá)市場(chǎng)更強(qiáng)調(diào)非常規(guī)的方法,所謂線下行銷如價(jià)格促銷和店堂展示。我們對(duì)40種快速消費(fèi)品的國(guó)內(nèi)和外國(guó)品牌進(jìn)行了調(diào)查,包括碳酸飲料、尿布和牙膏。結(jié)果顯示,平均每三位想要購(gòu)買名牌產(chǎn)品的消費(fèi)者里,僅一位目前實(shí)際使用該品牌。這一差異在家用電器產(chǎn)品方面表現(xiàn)得更顯著,在考慮購(gòu)買某品牌的消費(fèi)者中,真正擁有該品牌產(chǎn)品的平均還不到四分之一。在中國(guó),以上兩種情況的實(shí)際使用率都比同等品牌在發(fā)達(dá)市場(chǎng)上低得多。導(dǎo)致這一結(jié)果的部分動(dòng)因是價(jià)格高昂,但是我們的研究還表明,最大的問(wèn)題是消費(fèi)者在最后一刻的轉(zhuǎn)變決定。即便消費(fèi)者自認(rèn)為對(duì)一個(gè)品牌忠誠(chéng),銷售人員還是可以在高達(dá)一半的情況下說(shuō)服他們購(gòu)買另一種產(chǎn)品。有時(shí)候,我們甚至看到銷售人員的影響力超過(guò)了醫(yī)療專家的建議。圖4相對(duì)較少的人進(jìn)入采購(gòu)階段資料來(lái)源:麥肯錫訪談,2005.10,中國(guó)家庭的6000人企業(yè)執(zhí)行零售策略要得法,才能提高銷售點(diǎn)業(yè)績(jī):企業(yè)必須有一批訓(xùn)練有素、紀(jì)律良好的銷售人員實(shí)際進(jìn)入店內(nèi),確認(rèn)零售商確實(shí)了解產(chǎn)品,保證產(chǎn)品按照約定擺放至貨架空間,獲得良好的展示,甚至確保所陳列的產(chǎn)品包裝保持干凈無(wú)塵。在發(fā)達(dá)市場(chǎng),這類工作經(jīng)銷商會(huì)打理得很好,但是中國(guó)的經(jīng)銷商通常都還不具備類似的技能或影響力。所以現(xiàn)代化的