在中国构建一个成功品牌的七点建议外文翻译.docx

1、在中国构建一个成功品牌的七点建议外文翻译标题：Seven Lessons for Building a Winning Brand in China原文：What do Chinas consumers want today? What qualities do Chinas growing body of discriminating shoppers seek in the brands they choose? To better understand the challenges facing companies that want to establish a brand in Ch

2、ina, Accenture surveyed more than a thousand Chinese consumers to learn how they decide what to buy. They were asked about six product categories - consumer packaged goods, automotive, high tech, home appliances, apparel, and financial services. Central to their concerns were a brands trustworthines

3、s, reliability, and quality. But they also cited these factors: the extent to which a brand is consistent with their personal values, the degree to which it is familiar or well-known to them, how well it measures up in terms of exclusivity and style, and the extent to which it is also used by friend

4、s. The data about Chinese consumers expectations translate into seven core lessons for marketers. Three of the lessons offer ways to shape brand image and four suggest how to best communicate the brand message.Shaping the messageLesson 1. Seek to build trustChinese consumers rated trustworthiness th

5、e single most important factor in choosing a brand. Trustworthiness can be injected into marketing messages in myriad ways, including references to the long life of the company or product, where appropriate, and through the testimonials of trusted sources. Chinese consumers are generally willing to

6、try any brand, regardless of origin, if it is believed to be of high quality. Domestic companies are now seen as leaders in certain industries for producing dependable products, but foreign companies still have an edge on style points, especially with some segments. It also makes sense to incorporat

7、e style and fashion into a brands message - provided quality and trust are part of the mix. Proctor & Gambles Olay brand projects both quality and a sense of style - facial cream as fashion necessity. Olay is one of the most advertised brands in China, as P & G spent almost $ 700 million on advertis

8、ing for the line in 2004. Its TV ads depict Chinese celebrities and models wearing fashionable clothing in glamorous settings. They simultaneously emphasize their products quality by showing before and after photographs. Projecting quality, glamour and Chinese feminine values has helped Olay capture

9、 almost 16 percent of the Chinese skin-care market. Lesson 2. Connect to what Chinese consumers value in a brand Brand messaging needs to convince Chinese consumers that the brand matches their personal needs. Chinese consumers are very sensitive to the messages conveyed by brands, whether for expen

10、sive items like cars or common items like cigarettes. Some consumers use brands to convey social status, equality with others, and upwardly mobile aspirations, while others prefer to avoid the public appearance of ostentation even as they buy upscale brands for their homes.All six segments placed gr

11、eat store in a brands trustworthiness, reliability and quality, but assigned differing degrees of importance to other factors. Take the Trendsetters. This high-income segment is an ideal target for pricy new brands arriving to China. But they arent a good target for long-established brands in China;

12、 remarkably, only the low-income Apathetic segment is less influenced by whether a brand has been around a long time or not. An established brand would do better with other segments - the Sophisticates for high-end foreign brands, or the Patriots for Chinese brands. Likewise, price discounts may app

13、eal to Value Shoppers and Trend Followers, but frequent sales may make a brand look cheap to more status-conscious consumers. Lesson 3. Show you care about the Chinese, not just their moneyMarketing should convey the message that the company behind the brand cares about the Chinese people, not just

14、their money. Social-outreach programs help make it clear that foreign companies do not look down on the Chinese people. Consumers can feel good about themselves by buying the product, because in doing so they help contribute to Chinese society. In addition, foreign companies that run these programs

15、are more likely to receive assistance from the government and their business partners if they run into problems in China.Some thirty percent of respondents in China ratedcontributes to local communityas very or extremely important in a brand, similar to the response given in the United States and ju

16、st below that of Korea. In a culture that values social harmony and mutual responsibility, social marketing programs - well-publicized programs of donating money, time or support to civic and charitable causes - go far toward creating good will and trust. According to our survey data, many Chinese c

17、onsumers give greater consideration to brands thatmake some kind of contribution to society. Social marketing is especially appealing for the desirable Trendsetter and the large Patriot segments.The research suggests several ways to make the case, without alienating consumers who would bristle over

18、an attack on the quality of Chinese products. For example, marketers should take advantage of their nations reputation. Our study revealed that Korean brands are known for style, and American brands for providing the latest technology. German products have an outstanding reputation in China for qual

19、ity and innovation. Building on this perception, Volkswagen launched an ad campaign targeting Hong Kong and south China car buyers with the taglineEngineered by Germans. Loved by everyone.Delivering the messageAccentures study asked consumers about the 12 different sources they use to first learn ab

20、out new brands, including nine kinds of media as well as word of mouth, in-store displays, and salespeople. Marketers, we conclude, need a broader media mix in China than they need elsewhere. Recommendations, word-of-mouth, and hands-on experience also have exceptional importance in China. Generatin

21、g product reviews and online discussion, and enabling consumers to try out brands should play a big part of any branding effort.Lesson 4. Broaden your advertising mixThe Chinese show an extraordinary curiosity about the new world of consumer choice thats enveloped them. China ranks first in the use

22、of five of nine kinds of media: TV ads, Internet ads, video boards, still boards and kiosks. They are also near the top in using websites. That means marketing and advertising executives have their pick of ways to boost brand familiarity.Television advertising makes sense for companies that can affo

23、rd the rapidly increasing rates - up 19 percent overall in 2008. TV ads are the most common way to learn about brands out of all traditional massmedia; 63 percent cite them. And perhaps just as important in the Chinese context, ads on television have the power to depict trust. Several researchers ha

24、ve noted that the Chinese are especially responsive to ads that show family members assisting others: a Nice detergent ad showing a girl help her mother wash clothing for the first time, and an ad for Yang Sheng Tan pills (a traditional Chinese medicine) depicting family members caring for the elder

25、ly, are among the standouts. General Motors wisely chose a similar approach in the ad campaign that successfully introduced Chevrolet to China: it showed a couple bungee-jumping together, a visit with a hospital patient, a parent teaching a child to ride a bike. The ad then showed workers carefully

26、putting the finishing touches on new Chevrolets.But brand managers shouldnt neglect less costly forms of advertising. By 15 to 20 percentage points, Chinese consumers are more likely in our survey to acquaint themselves with brands through multimedia, video and conventional billboards than consumers

27、 elsewhere.Lesson 5. Turn product reviews into PR opportunitiesOne of the most effective ways to build a reputation for dependability and quality doesnt have to cost a single yuan: a positive product review. The Chinese turn to product reviews far more than consumers elsewhere . Sixty-three percent

28、of Chinese consumers learn about new brands from product reviews in newspapers and magazines - the same as the percentage that learn from television ads. Only 34 to 42 percent of consumers in the other countries learn from published product reviews. And print is just one venue: numerous Chinese web

29、sites - portal sites like S and , web sites that focus on technology, cars or fashion like PCW, and even official publications like the online version of the Peoples Daily - feature articles about all kinds of consumer products.Chinas publications and web sites provide excellent public relations opp

30、ortunities for brands. And for brands that dont want to depend on getting a lucky break, Chinas public relations industry is eager to help them get out their messages. The major global agencies now have offices in Chinas top tier cities, and the industry is growing by 33 percent to over $ 1.1 billio

31、n in annual revenues, according to the China International Public Relations Association. 13 With or without outside marketing help, brand managers in China should find out whichmedia outlets cover products in their category, cultivate relationships with their editors, and pitch news leads (including

32、 favorable product reviews), suggestions for features, and prepared stories to gain coverage for their products. The payoff from PR can be even bigger in China than in other nations.Lesson 6. Provide Chinese consumers with something good to say about your brand The study found 67 percent of Chinese consumers learn about brands through friends and coworkers, more than any other source. And as with product reviews and display advertising, thats far more than the other countries we surveyed; only 34 to 52 percent find out about products from their acquaintances.Today, the discussion abo