中国的品牌建设-外文翻译

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1、外文翻译原文Title:buildingbrandsinchinaMaterialSource:《themckinseyquarterly》Author:MckinseyArticleataglance：Chineseshopperslovebrandnames,butcompaniesarehavingadifficulttimetranslatingthesepreferencesintorevenues,intheformofeitherincreasedmarketshareorprem

2、iumprices.Butourmarketresearchsuggestswaysforcompaniestoturnconsumersintoloyalcustomers.SalespeopleinChinahavetremendousswayoverthedecisionsofcustomers.Point-of-salepromotionscanbeaneffectivewayofaddressinglast-minuteswitchingandgettingproductsintoth

3、ehandsofconsumers.Comparedwithdevelopedmarkets,messagesthatfocusonfunctionalfeaturescanbemoreimportantinChina,sincemanyproductcategoriesarenew.Thispreferencewillprobablychangeasshoppersbecomemoreexperienced,butthepacewillvaryfromoneproducttothenext.C

4、onsumersinChinaalsohavestrongnationalpride,somultinationalcompaniescouldloseimportantsegmentsbyseemingtooforeign.gnirheBeilataN©ThestreetsofChina'scitiesarealightwithneontoutingbrandnamesfromallovertheworld.Consumerseagerlytrawlthesemarkets,pickingup

5、Nikeshoes,Samsungmobilephones.Haierhomeappliances,andmanyothertop-labelproducts.OurresearchshowsthattheChineseconsumerisenamoredofbrands.Incategoriessuchasconsumerelectronicsandfoodandbeverages,morethan80percentoftherespondentstoasurvey1saidthattheyb

6、uynamebrandsatleastoccasionally.What'smore,69percentwouldbuymorebrandedgeariftheyhadenoughmoney,ascomparedwithabout57percentintheUnitedKingdomandtheUnitedStates.Formarketers,theproblemisthatdespitethisinfatuationwithbrands,Chineseconsumersdon'tconsis

7、tentlybuythesameonesoreventhosetheyprefer.Pricedifferencesandpoint-of-salemarketingvehiclescanchangeaconsumer'sbehaviorinaheartbeat.Askedtochooseamongthreeleadingtelevisionbrands—twoforeignandonedomestic—49percentofthesurveyrespondentssaidtheywouldpi

8、ckSonyifpricesweresimilar.ButouranalysisshowsthataSonypremiumofjust10percentoverthepriceofaTVfromChangHong(aleadingdomesticbrand)could9makeaboutathirdofthepeoplewhosaytheypreferSonychooseitsChineserivalinstead.Indevelopedmarkets,companiesthatenjoythe