中国地品牌建设-外文翻译（可编辑）毕业论文.doc

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1、中国的品牌建设-外文翻译外文翻译原文Title:buildingbrandsinchinaMaterialSource:《themckinseyquarterly》Author:MckinseyArticleataglance:Chineseshopperslovebrandnames,butcompaniesarehavingadifficulttimetranslatingthesepreferencesintorevenues,intheformofeitherincreasedmarketshar

2、eorpremiumprices.Butourmarketresearchsuggestswaysforcompaniestoturnconsumersintoloyalcustomers.SalespeopleinChinahavetremendousswayoverthedecisionsofcustomers.Point-of-salepromotionscanbeaneffectivewayofaddressinglast-minuteswitchingandgettingproductsinto

3、thehandsofconsumers.Comparedwithdevelopedmarkets,messagesthatfocusonfunctionalfeaturescanbemoreimportantinChina,sincemanyproductcategoriesarenew.Thispreferencewillprobablychangeasshoppersbecomemoreexperienced,butthepacewillvaryfromoneproducttothenext.Cons

4、umersinChinaalsohavestrongnationalpride,somultinationalcompaniescouldloseimportantsegmentsbyseemingtooforeignThestreetsofChina'scitiesarealightwithneontoutingbrandnamesfromallovertheworld.Consumerseagerlytrawlthesemarkets,pickingupNikeshoes,Samsungmobilep

5、hones.Haierhomeappliances,andmanyothertop-labelproducts.OurresearchshowsthattheChineseconsumerisenamoredofbrands.Incategoriessuchasconsumerelectronicsandfoodandbeverages,morethan80percentoftherespondentstoasurvey1saidthattheybuynamebrandsatleastoccasional

6、ly.What'smore,69percentwouldbuymorebrandedgeariftheyhadenoughmoney,ascomparedwithabout57percentintheUnitedKingdomandtheUnitedStatesFormarketers,theproblemisthatdespitethisinfatuationwithbrands,Chineseconsumersdon'tconsistentlybuythesameonesoreventhosethey

7、prefer.Pricedifferencesandpoint-of-salemarketingvehiclescanchangeaconsumer'sbehaviorinaheartbeat.Askedtochooseamongthreeleadingtelevisionbrands?twoforeignandonedomestic?49percentofthesurveyrespondentssaidtheywouldpickSonyifpricesweresimilar.Butouranalysis

8、showsthataSonypremiumofjust10percentoverthepriceofaTVfromChangHongaleadingdomesticbrandcouldmakeaboutathirdofthepeoplewhosaytheypreferSonychooseitsChineserivalinstead.Indevelopedmarkets,companiesthatenjoythelevelofb