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《MEC and CIC reveal“2013 Consumption Trends in China”》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、ConsumptionTrendsChina2013FOREWORDForewordNewconsumptiontrends,bothonthemacroandmicrolevels,areappearing,colliding,converging,orevendisappearing,atlightningspeedandinrealtime.Marketersareworkingfromascriptthatisconstantlybeingrewritten.Someofthesechangescanbecom
2、prehensiveinscope,affectingandalteringmanyaspectsofconsumption.Forsomemarketers,thesechangeswillunlocknewopportunitiesand/orsignificantcompetitiveadvantages.Forothers,dealingwiththeirimpactwillbeamajorchallenge.ThegoaloftheConsumptionTrendsChinaseriesofreportsha
3、salwaysbeentoprovidedirectionandbeaspringboardtoinspiremarketerstocomeupwithnewbusinessmodels,products/servicesandexperiencestomeettheneedsoftheevolvingconsumers.ThisisthethirdyearthatMECpreparesthisreportandwehavegreatlyimprovedourmethodologytoidentify,sortanda
4、nalyzewhattrendswillcomeintoplayin2013.Westartedoutthisseriesofreportsin2011basedonobservationsbytrendscouts,backedupbydeskresearch.For2012,weaddedquantificationbyaskingconsumerstorankthetrendsinanonlinesurvey.InConsumptionTrendsChina2013,MECandCIC,China‘sleadin
5、gsocialbusinessintelligenceprovider,havejoinedforcestoprovideamorecomprehensiveviewoftheyearahead.CICbringsinIWOM(internetWordofMouth)andsocialmediatotheresearch,addinggranularityandtexturetothetrends.Theemergenceofsocialmediaisfasttransformingourmethodsofunders
6、tandingconsumerbehaviorandconductingmarketresearch,andIWOMmonitoringandsocialmediaresearchareessentialpartsofthischange.Theonlineworld,withisliveliness,franknessandoutspokenness,offersanadditionalroutetoabetterunderstandingofconsumeropinionandmarketpulse.Withint
7、hescopeofkeytrends,CICprovidesexamplestoillustratetheneedsofconsumersandtheexemplificationsofthoseneedsinamorevividandtrue-to-lifeformviasocialmediaresearch.METHODOLOGYMethodology50+trendscouts1200consumersThedatawasThetop10trendsfromalloverfrom12tieronetocollat
8、edandsiftedwerefurtherChinareportedontierthreecitiestoarriveat20validatedviadesktrendstheysawrankedthetrendstrendsresearcharoundtheminanonlinesurveyIWOMandsocialmedia
