资源描述：
《Roland Berger Chinese Consumer Report 2009(collaboration with CIC)》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、RolandBeRgeRStrategyConSultantSIssue0609StudyIn-depthknowledgefordecisionmakersChineseConsumerrePorT2009RolandBeRgeRStrategyConSultantSdearReader,overthepast20years,rolandBergerhasconductedmorethan80,000interviewsinChinawithpeoplefromallwalksoflife,givingusunprecedentedaccesstotheway
2、Chineseconsumersseetheirworld.Wehavefoundoutabouttheirpreferencesanddislikes,theirhopesandfears,theiraspirationsandwhattheyarehappywithinthestatusquo.theseinterviewsweremostlyheldinconnectionwithoneofthemorethan200assign-mentsweworkoninChinaeachyear,affordingusunrivalledinsightintoth
3、eChinesemar-ket.Foratleast15%oftheseassignmentswehaveusedourrolandBergerProfilertooltoanalyzethebehaviorofChinesecustomers.Charles-EdouardBouée,RegionalCoordinatorAsia,President&ManagingPartner,tokeepontopofdevelopmentsin2008/2009wefeltitwasimportanttoconductalarge-GreaterChinascales
4、urveytoconsolidateourknowledgeofthisexcitingandstillgrowingmarket.thisstudypresentsyouwithsomeoftheresultsofthisundertaking,whichcovered12,000Chineseconsumersin64cities,rangingfromthefourmegacitiesShanghai,guangzhou,ShenzhenandBeijingdowntotier-3cities.Ignatiustong,PartnerandVicePres
5、ident,ConsumergoodsandretailinChina,believesknowingthecustomerbaseisvitalforanybusinessstrivingtopenetrateorsurviveintheChinesemarket:"Morethanever,itiscriticalforFMCgtobetailoredtospecificconsumerneeds.thisrequiresamoreinsightfulunderstandingofconsumersthatgoesbeyondmeredemographics
6、."JohnShen,Partnerinautomotive,agreesandpointsouthowcriticalbrandmanagementhasbecome:"Brandloyaltycanonlybenurturedandenhancedthroughtheconsistentdeliveryofbrandvaluesateverycustomertouchpoint.BrandstrategyandbrandmanagementshouldbeatthetopoftheagendaforeveryCeo."Wearedelightedtobeab
7、letoincludeinterviewswithtwoCeosofWesterncompanieswhichhavebeenoperatingsuccessfullyinChinaformanyyears:Paologasparrini,Ceoofl'orealChinaandgünterButschek,PresidentandCeoofBeijingBenzdaimler-Chrysler(BBdC).theirimpressionsaboutthefutureoftheChinesemarketwillbeofgreatinteresttoanyread
8、erworkingori
