中国的品牌建设-外文翻译（可编辑）毕业论文.docVIP

中国的品牌建设-外文翻译 Title: building brands in china Material Source: 《the mckinsey quarterly》Author:Mckinsey Article at a glance :Chinese shoppers love brand names, but companies are having a difficult time translating these preferences into revenues, in the form of either increased market share or premium prices. But our market research suggests ways for companies to turn consumers into loyal customers. Salespeople in China have tremendous sway over the decisions of customers. Point-of-sale promotions can be an effective way of addressing last-minute switching and getting products into the hands of consumers. Compared with developed markets, messages that focus on functional features can be more important in China, since many product categories are new. This preference will probably change as shoppers become more experienced, but the pace will vary from one product to the next. Consumers in China also have strong national pride, so multinational companies could lose important segments by seeming too foreign The streets of Chinas cities are alight with neon touting brand names from all over the world. Consumers eagerly trawl these markets, picking up Nike shoes, Samsung mobile phones. Haier home appliances, and many other top-label products. Our research shows that the Chinese consumer is enamored of brands. In categories such as consumer electronics and food and beverages, more than 80 percent of the respondents to a survey 1 said that they buy name brands at least occasionally. Whats more, 69 percent would buy more branded gear if they had enough money, as compared with about 57 percent in the United Kingdom and the United States For marketers, the problem is that despite this infatuation with brands, Chinese consumers dont consistently buy the same ones or even those they prefer. Price differences and point-of-sale marketing vehicles can change a consumers behavior in a heartbeat. Asked to choose among three leading television brands?two foreign and one domest