2017中国高净值人群情谊往来白皮书

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1、欢迎阅读MEC尚扬媒介与胡润WelcometotheMECChina序言百富合作发布的《中国高净值人群情HNWIGiftingWhitePaper,pro-谊往来白皮书》。ducedinpartnershipwithHurun.PREFACE中国赠礼文化和行为是非常值Giftingisafascinatingsubject,得探讨的议题。从过去到现在，尽thoughthemotivationsandinflu-管人们赠礼的原因和影响因素有所enceshavechangedovertime,it高顿Gordon

2、Domlija变化，但它的重要性却始终不变。isasrelevantandimportantnow尚扬媒介中国首席执行官而要洞悉消费者赠礼的意识、需求asiteverhasbeen.Totrulyunder-MECChinaCEO和行为，则须将视角根植于中国的standconsumers’mindset,needs文化和社会背景。andbehaviorwhenitcomesto中国在赠礼文化和行为上有其独luxurygiftingwehavetoground到之处，它受到关系和人情文化的深ourinsight

3、inculturalandsocietal远影响。关系和人情文化源于中国儒influence.家的社会哲学，既强调人际关系的重Chinaisuniqueintheworld要性，又讲究人际间亲疏有别的层级ingiftingbehavior;theideasof关系，从而维护社会和经济秩序。GuanxiandRenqingaredeeply在中国，礼物所承载的意义是亘rootedintheChinesesocialphi-古不变的。即便在当下，赠礼仍深度losophyofConfucianism,which渗透

4、于国人的生活，尤其对于高净值stressestheimportanceofrela-人群而言，赠礼在他们的生活中发挥tionshipsandassociatingoneself着愈发重要的作用。withothersinahierarchicalman-ner,inordertomaintainsocialandeconomicorder.Themeaningofgiftinghasbeencarriedthroughthousandsofyears’history.NowinmodernChina,itisd

5、eeplyimmersedinpeople’slives,andparticularlyforhighnetworthindividuals(HNWIs)playsamorecriticalrolethaneverbefore.1MEC旨在基于消费者洞察帮助企业和品牌开拓其与消费者连接的机会点AtMECwearedrivenbyadesiretounderstandconsumersandtherebycreateopportunitiestoconnectpeoplewithThegiftingmarket

6、inChinaisdevelopingrap-experiencesidly.Consumersareattractedtoexperiencebeyondmaterialsatisfaction,whilemoreattentiontotheGuanxinetworkisleadingtohigherinvolvementandconsiderationingifting.Atthesametimeincreas-inggiftingchoices,occasionsandconceptsthatarepr

7、omotedbymarketersacrossdifferentcategoriesarecreatingmoreopportunitiesforindividualsandbrands.AtMECwearedrivenbyadesiretounder-standconsumersandtherebycreateopportunitiestoconnectpeoplewithexperiences.Inthiswhite中国的礼品市场正蓬勃发展。消费者越来越注重物质paper,ouranalysisandpo

8、intofviewisrootedina之外的满足，也越来越重视身边的关系网络，因而，他们的profoundunderstandingofChineseculture,and赠礼参与度也越来越高。与此同时，各行各业也充溢着形式howitimpactsgiftingneedsandbehavior.Weintro-多样的礼品营销，这也为消费者提供了更多的礼品选择、赠ducedthedefinition