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1、外文翻译MobilephoneterminalmarketchangesinretailtrendsMaterialSource:mobilephoneretailmarketintheserviceofconsumertrendsin2010Author:JonathanGutmanAtpresent,moreandmoreconsumersbuymobilephones,inadditiontovaluethemobilephonebrand,qualityandprice,thepurchaseenvironmentandthei
2、mpactofmobilephoneserviceattitudehasbecomeoneofthekeyfactorsofconsumption,beforeconsumersbuymobilephonesLocationisveryscattered,aslongasphoneswillbuytheirfavorite.Butnow,manyconsumerschooseahomeappliancechainstoresormobilephonechain,theenvironmentandservicesforthepurchas
3、erequestmoreapparent.Withfiercecompetitioninmobilephoneretailindustry,peopleinadditiontothemobilephonebrand,qualityandpricesensitive,thepurchaseenvironmentandserviceattitudehasbecomeoneofthefactorsofmobilephoneconsumption."Fourorfiveyearsago,whereconsumersbuymobilephones
4、isveryscattered,aslongasphoneswillbuytheirfavorite.Butnow,manyconsumerschooseahomeappliancechainstoresormobilephonechain,environmentandservicesforthepurchaserequirementsmoreapparent."saysoneindustry,whopurchaseconsumerdemandhasquietlychanged."Withthemobilephonemarketcomp
5、etition,thosewhopurchaseontheshoppingenvironment,theshoppingatmosphereandprofessionalservicestofurtherenhancetherequirements."MinistryofMusicLanguageandpresidentofChina'sretailbusiness,saidChouMingxi,richmobileproductsandprofessionalservicesistowinconsumerrecognitionthep
6、remise,moreimportantly,createeasyandcomfortabletotheconsumerpurchaseexperience.ChinaZhongguancunITonlinemarketresearchsitedatavalidationoftheChouMingxiofthisview,accordingtomarketresearchcentertoprovidemobileconsumerbehaviorZDCreportshowsthat31.7%ofconsumerschoosetobuymo
7、bilephoneschainoffranchisestoresasthemainchannel,farfarmorethanthelarge-scaleshoppingmalls,asinglemobilecountertheproportionof6.3%.Canbeseen,agoodpurchaseenvironment,professionalandcomprehensiveserviceshavebecomeaconsumerpurchaseanimportantfactorinpurchase.Changesinconsu
8、merpurchasebehaviorhasarousedtheconcernofmobilephoneretailers,consumerattitudeswhentheymaturemoreration
