在中国构建一个成功品牌的七点建议外文翻译.docx

在中国构建一个成功品牌的七点建议外文翻译.docx

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在中国构建一个成功品牌的七点建议外文翻译

标题：

SevenLessonsforBuildingaWinningBrandinChina

原文：

WhatdoChina'sconsumerswanttoday?

WhatqualitiesdoChina'sgrowingbodyofdiscriminatingshoppersseekinthebrandstheychoose?

TobetterunderstandthechallengesfacingcompaniesthatwanttoestablishabrandinChina,AccenturesurveyedmorethanathousandChineseconsumerstolearnhowtheydecidewhattobuy.Theywereaskedaboutsixproductcategories-consumerpackagedgoods,automotive,hightech,homeappliances,apparel,andfinancialservices.Centraltotheirconcernswereabrand'strustworthiness,reliability,andquality.Buttheyalsocitedthesefactors:

theextenttowhichabrandisconsistentwiththeirpersonalvalues,thedegreetowhichitisfamiliarorwell-knowntothem,howwellitmeasuresupintermsofexclusivityandstyle,andtheextenttowhichitisalsousedbyfriends.

ThedataaboutChineseconsumers'expectationstranslateintosevencorelessonsformarketers.Threeofthelessonsofferwaystoshapebrandimageandfoursuggesthowtobestcommunicatethebrandmessage.

Shapingthemessage

Lesson1.Seektobuildtrust

Chineseconsumersratedtrustworthinessthesinglemostimportantfactorinchoosingabrand.Trustworthinesscanbeinjectedintomarketingmessagesinmyriadways,includingreferencestothelonglifeofthecompanyorproduct,whereappropriate,andthroughthetestimonialsoftrustedsources.

Chineseconsumersaregenerallywillingtotryanybrand,regardlessoforigin,ifitisbelievedtobeofhighquality.Domesticcompaniesarenowseenasleadersincertainindustriesforproducingdependableproducts,butforeigncompaniesstillhaveanedgeonstylepoints,especiallywithsomesegments.

Italsomakessensetoincorporatestyleandfashionintoabrand'smessage-providedqualityandtrustarepartofthemix.Proctor&Gamble'sOlaybrandprojectsbothqualityandasenseofstyle-facialcreamasfashionnecessity.OlayisoneofthemostadvertisedbrandsinChina,asP&Gspentalmost$700milliononadvertisingforthelinein2004.ItsTVadsdepictChinesecelebritiesandmodelswearingfashionableclothinginglamoroussettings.Theysimultaneouslyemphasizetheirproducts'qualitybyshowingbeforeandafterphotographs.Projectingquality,glamourandChinesefemininevalueshashelpedOlaycapturealmost16percentoftheChineseskin-caremarket.

Lesson2.ConnecttowhatChineseconsumersvalueinabrand

BrandmessagingneedstoconvinceChineseconsumersthatthebrandmatchestheirpersonalneeds.Chineseconsumersareverysensitivetothemessagesconveyedbybrands,whetherforexpensiveitemslikecarsorcommonitemslikecigarettes.Someconsumersusebrandstoconveysocialstatus,equalitywithothers,andupwardlymobileaspirations,whileothersprefertoavoidthepublicappearanceofostentationevenastheybuyupscalebrandsfortheirhomes..

Allsixsegmentsplacedgreatstoreinabrand'strustworthiness,reliabilityandquality,butassigneddifferingdegreesofimportancetootherfactors.TaketheTrendsetters.Thishigh-incomesegmentisanidealtargetforpricynewbrandsarrivingtoChina.Buttheyaren'tagoodtargetforlong-establishedbrandsinChina;remarkably,onlythelow-incomeApatheticsegmentislessinfluencedbywhetherabrandhasbeenaroundalongtimeornot.Anestablishedbrandwoulddobetterwithothersegments-theSophisticatesforhigh-endforeignbrands,orthePatriotsforChinesebrands.Likewise,pricediscountsmayappealtoValueShoppersandTrendFollowers,butfrequentsalesmaymakeabrandlookcheaptomorestatus-consciousconsumers.

Lesson3.ShowyoucareabouttheChinese,notjusttheirmoney

MarketingshouldconveythemessagethatthecompanybehindthebrandcaresabouttheChinesepeople,notjusttheirmoney.Social-outreachprogramshelpmakeitclearthatforeigncompaniesdonotlookdownontheChinesepeople.Consumerscanfeelgoodaboutthemselvesbybuyingtheproduct,becauseindoingsotheyhelpcontributetoChinesesociety.Inaddition,foreigncompaniesthatruntheseprogramsaremorelikelytoreceiveassistancefromthegovernmentandtheirbusinesspartnersiftheyrunintoproblemsinChina.

SomethirtypercentofrespondentsinChinarated''contributestolocalcommunity''asveryorextremelyimportantinabrand,similartotheresponsegivenintheUnitedStatesandjustbelowthatofKorea.Inaculturethatvaluessocialharmonyandmutualresponsibility,socialmarketingprograms-well-publicizedprogramsofdonatingmoney,timeorsupporttocivicandcharitablecauses-gofartowardcreatinggoodwillandtrust.Accordingtooursurveydata,manyChineseconsumersgivegreaterconsiderationtobrandsthatmakesomekindofcontributiontosociety.SocialmarketingisespeciallyappealingforthedesirableTrendsetterandthelargePatriotsegments.

Theresearchsuggestsseveralwaystomakethecase,withoutalienatingconsumerswhowouldbristleoveranattackonthequalityofChineseproducts.Forexample,marketersshouldtakeadvantageoftheirnation'sreputation.OurstudyrevealedthatKoreanbrandsareknownforstyle,andAmericanbrandsforprovidingthelatesttechnology.GermanproductshaveanoutstandingreputationinChinaforqualityandinnovation.Buildingonthisperception,VolkswagenlaunchedanadcampaigntargetingHongKongandsouthChinacarbuyerswiththetagline''EngineeredbyGermans.Lovedbyeveryone".

Deliveringthemessage

Accenture'sstudyaskedconsumersaboutthe12differentsourcestheyusetofirstlearnaboutnewbrands,includingninekindsofmediaaswellaswordofmouth,in-storedisplays,andsalespeople.Marketers,weconclude,needabroadermediamixinChinathantheyneedelsewhere.Recommendations,word-of-mouth,andhands-onexperiencealsohaveexceptionalimportanceinChina.Generatingproductreviewsandonlinediscussion,andenablingconsumerstotryoutbrandsshouldplayabigpartofanybrandingeffort.

Lesson4.Broadenyouradvertisingmix

TheChineseshowanextraordinarycuriosityaboutthenewworldofconsumerchoicethat'senvelopedthem.Chinaranksfirstintheuseoffiveofninekindsofmedia:

TVads,Internetads,videoboards,stillboardsandkiosks.Theyarealsonearthetopinusingwebsites.Thatmeansmarketingandadvertisingexecutiveshavetheirpickofwaystoboostbrandfamiliarity.

Televisionadvertisingmakessenseforcompaniesthatcanaffordtherapidlyincreasingrates-up19percentoverallin2008.TVadsarethemostcommonwaytolearnaboutbrandsoutofalltraditionalmassmedia;63percentcitethem.AndperhapsjustasimportantintheChinesecontext,adsontelevisionhavethepowertodepicttrust.SeveralresearchershavenotedthattheChineseareespeciallyresponsivetoadsthatshowfamilymembersassistingothers:

aNicedetergentadshowingagirlhelphermotherwashclothingforthefirsttime,andanadforYangShengTanpills（atraditionalChinesemedicine）depictingfamilymemberscaringfortheelderly,areamongthestandouts.GeneralMotorswiselychoseasimilarapproachintheadcampaignthatsuccessfullyintroducedChevrolettoChina:

itshowedacouplebungee-jumpingtogether,avisitwithahospitalpatient,aparentteachingachildtorideabike.TheadthenshowedworkerscarefullyputtingthefinishingtouchesonnewChevrolets.

Butbrandmanagersshouldn'tneglectlesscostlyformsofadvertising.By15to20percentagepoints,Chineseconsumersaremorelikelyinoursurveytoacquaintthemselveswithbrandsthroughmultimedia,videoandconventionalbillboardsthanconsumerselsewhere.

Lesson5.TurnproductreviewsintoPRopportunities

Oneofthemosteffectivewaystobuildareputationfordependabilityandqualitydoesn'thavetocostasingleyuan:

apositiveproductreview.TheChineseturntoproductreviewsfarmorethanconsumerselsewhere.Sixty-threepercentofChineseconsumerslearnaboutnewbrandsfromproductreviewsinnewspapersandmagazines-thesameasthepercentagethatlearnfromtelevisionads.Only34to42percentofconsumersintheothercountrieslearnfrompublishedproductreviews.Andprintisjustonevenue:

numerousChinesewebsites-portalsiteslikeSand,websitesthatfocusontechnology,carsorfashionlikePCW,andevenofficialpublicationsliketheonlineversionofthePeople'sDaily-featurearticlesaboutallkindsofconsumerproducts.

China'spublicationsandwebsitesprovideexcellentpublicrelationsopportunitiesforbrands.Andforbrandsthatdon'twanttodependongettingaluckybreak,China'spublicrelationsindustryiseagertohelpthemgetouttheirmessages.ThemajorglobalagenciesnowhaveofficesinChina'stoptiercities,andtheindustryisgrowingby33percenttoover$1.1billioninannualrevenues,accordingtotheChinaInternationalPublicRelationsAssociation.[13]Withorwithoutoutsidemarketinghelp,brandmanagersinChinashouldfindoutwhichmediaoutletscoverproductsintheircategory,cultivaterelationshipswiththeireditors,andpitchnewsleads（includingfavorableproductreviews）,suggestionsforfeatures,andpreparedstoriestogaincoveragefortheirproducts.ThepayofffromPRcanbeevenbiggerinChinathaninothernations.

Lesson6.ProvideChineseconsumerswithsomethinggoodtosayaboutyourbrand

Thestudyfound67percentofChineseconsumerslearnaboutbrandsthroughfriendsandcoworkers,morethananyothersource.Andaswithproductreviewsanddisplayadvertising,that'sfarmorethantheothercountrieswesurveyed;only34to52percentfindoutaboutproductsfromtheiracquaintances.

Today,thediscussionabo