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,andtheextenttowhichitisalsousedbyfriendsThedataaboutChineseconsumers'expectationstranslateintosevencorelessonsformarketers.Threeofthelessonsofferwaystoshapebrandimageandfoursuggesthowtobestcommunicatethebrandmessage.ShapingthemessageLesson1.SeektobuildtrustChineseconsumersratedtrustworthinessthesinglemostimportantfactorinchoosingabrand.Trustworthinesscanbeinjectedintomarketingmessagesinmyriadways,includingreferencestothelonglifeofthecompanyorproduct,whereappropriate,andthroughthetestimonialsoftrustedsourcesChineseconsumersaregenerallywillingtotryanybrand,regardlessoforigin,ifitisbelievedtobeofhighquality.Domesticcompaniesarenowseenasleadersincertainindustriesforproducingdependableproducts,butforeigncompaniesstillhaveanedgeonstylepoints,especiallywithsomesegmentsItalsomakessensetoincorporatestyleandfashionintoabrand'smessage-providedqualityandtrustarepartofthemix.ProctorGamble'sOlaybrandprojectsbothqualityandasenseofstyle-facialcreamasfashionnecessity.OlayisoneofthemostadvertisedbrandsinChina,asPGspentalmost$700milliononadvertisingforthelinein2004.ItsTVadsdepictChinesecelebritiesandmodelswearingfashionableclothinginglamoroussettings.Theysimultaneouslyemphasizetheirproducts'qualitybyshowingbeforeandafterphotographs.Projectingquality,glamourandChinesefemininevalueshashelpedOlaycapturealmost16percentoftheChineseskin-caremarketLesson2.ConnecttowhatChineseconsumersvalueinabrandBrandmessagingneedstoconvinceChineseconsumersthatthebrandmatchestheirpersonalneeds.Chineseconsumersareverysensitivetothemessagesconveyedbybrands,whetherforexpensiveitemslikecarsorcommonitemslikecigarettes.Someconsumersusebrandstoconveysocialstatus,equalitywithothers,andupwardlymobileaspirations,whileothersprefertoavoidthepublicappearanceofostentationevenastheybuyupscalebrandsfortheirhomesAllsixsegmentsplacedgreatstoreinabrand'strustworthiness,reliabilityandquality,butassigneddifferingdegreesofimportancetootherfactors.TaketheTrendsetters.Thishigh-incomesegmentisanidealtargetforpricynewbrandsarrivingtoChina.Buttheyaren'tagoodtargetforlong-establishedbrandsinChina;remarkably,onlythelow-incomeApatheticsegmentislessinfluencedbywhetherabrandhasbeenaroundalongtimeornot.Anestablishedbrandwoulddobetterwithothersegments-theSophisticatesforhigh-endforeignbrands,orthePatriotsforChinesebrands.Likewise,pricediscountsmayappealtoValueShoppersandTrendFollowers,butfrequentsalesmaymakeabrandlookcheaptomorestatus-consciousconsumersLesson3.ShowyoucareabouttheChinese,notjusttheirmoneyMarketingshouldconveythemessagethatthecompanybehindthebrandcaresabouttheChinesepeople,notjusttheirmoney.Social...