中国的品牌建设-外文翻译外文翻译原文Title:buildingbrandsinchinaMaterialSource:《themckinseyquarterly》Author:MckinseyArticleataglanee:Chineseshopperslovebrandnames,butcompaniesarchavingadifficulttimetranslatingthesepreferencesintorevenues,intheformofeitherincreasedmarketshareorpremiumprices.Butourmarketreseeirchsuggestswaysforcompaniestoturnconsumersintoloyalcustomers.SalespeopleinChinahavetremendousswayoverthedecisionsofcustomers.Point~of_salepromotionscanbeaneffectivewayofaddressinglast-minuteswitchingandgettingproductsintothehandsofconsumers.Comparedwithdevelopedmarkets,messagesthatfocusonfunctionalfeaturescanbemoreimportaritinChina,sincemanyproductcategoriesarenew.Thispreferencewillprobablychangeasshoppersbecomemoreexperienced,butthepacewi11varyfromoneproducttothenext・ConsumersinChinaalsohavestrongnationalpride,somultinationalcompaniescouldloseimportantsegmentsbyseemingtooforeignThestrectsofChina"scitiesarealightwithneontoutingbrandnamesfromallovertheworld.Consumerseagerlytrawlthesemarkets,pickingupNikeshoes,Samsungmobilephones.Haierhomeappliances,and---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---manyothertop-labelproducts.OurresearchshowsthattheChineseconsumerisenamoredofbrands.Incategoriessuchasconsumerelectronicsandfoodandbeverages,morethan80percentoftherespondentstoasurvey1saidthattheybuynamebrandsatleastoccasionally.What'smore,69percentwouldbuymorebrandedgeariftheyhadenoughmoney,ascomparedwithabout57percentintheUnitedKingdomandtheUnitedStatesFormarketers,theproblemisthatdespitethisinfatuationwithbrands,Chineseconsumersdontconsistentlybuythesameonesoreventhosetheyprefer.Pricedifferencesandpoint-of-salemarketingvehiclescanchangeaconsumer，sbeheiviorinaheartbeat.Askedtochooseamongthreeleadingtelevisionbrands?twoforeignandonedomestic?49percentofthesurveyrespondentssaidtheywouldpickSonyifpricesweresimilar.ButouranalysisshowsthataSonypremiumofjust10percentoverthepriceofaTVfromChangHongaleadingdomesticbrandcouldmakeaboutathirdofthepeoplewhosaytheypreferSonychooseitsChinescrivalinstcad.Indevelopedmarkets,companiesthatenjoythelevelofbrandpreferencethatSonyTVsgarnerinChinacan:routinelychargepricepremiumsofupto40percent.AndconsumerelectronicshadsomeofthehighestbrandpreferenceandloyaltyscoresamongallthecategoriesinourChinesesurvey.Chineseconsumersoftenchangctheirmindsatthelastminute,respondingtoin-storepromotionsorasalesperson"ssuggestion.Ofourrespondents,65percentsaidthattheyoftenleaveastorewithadiffcrcntbrandthantheonetheyintendedtopurchase.---本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---Justasmanysaidtheyalmostalwaysbuywhasonsale,evenifit'snottheirfavoritebrandsuchattitudestowardpriceandin~storepromotionscreateatransactionalrelationshipbetweenconsumersandbrands.Nomatterwhatbrandpreferencesaconsumertakesintoastore,there，snocertaintyaboutwhichbrandwillactuallygetthenod.Theresultisaroller-coasterride:marketshareinChinacanriseabruptlyandthenplummet.In2002,forexample,MotorolaandNokiacommandedabout40perccntoftheChinesemarketformobile-phonehandsets.By2003,despiteaverystrongreputationamongconsumers,theircombinedsharehaddroppedtolessthan30percentasbuyersswitchedtocheaperdomesticbrands.By2005MotorolaandNokiahadregainedmarket1eadership.Severalfactorsinfluencedtheshift,butthespeedofthechangeisaclearsignofthefickleattitudesof...