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.ShapingthemessageLesson1.SeektobuildtrustChineseconsumersratedtrustworthinessthesinglemostimportantfactorinchoosingabrand.Trustworthinesscanbeinjectedintomarketingmessagesinmyriadways,includingreferencestothelonglifeofthecompanyorproduct,whereappropriate,andthroughthetestimonialsoftrustedsources.Chineseconsumersaregenerallywillingtotryanybrand,regardlessoforigin,ifitisbelievedtobeofhighquality.Domesticcompaniesarenowseenasleadersincertainindustriesforproducingdependableproducts,butforeigncompaniesstillhaveanedgeonstylepoints,especiallywithsomesegments.Italsomakessensetoincorporatestyleandfashionintoabrand'smessage-providedqualityandtrustarepartofthemix.ProctorGamble'sOlaybrandprojectsbothqualityandasenseofstyle----本文来源于网络，仅供参考，勿照抄，如有侵权请联系删除---facialcreamasfashionnecessity.OlayisoneofthemostadvertisedbrandsinChina,asPGspentalmost$700milliononadvertisingforthelinein2004.ItsTVadsdepictChinesecelebritiesandmodelswearingfashionableclothinginglamoroussettings.Theysimultaneouslyemphasizetheirproducts'qualitybyshowingbeforeandafterphotographs.Projectingquality,glamourandChinesefemininevalueshashelpedOlaycapturealmost16percentoftheChineseskin-caremarket.Lesson2.ConnecttowhatChineseconsumersvalueinabrandBrandmessagingneedstoconvinceChineseconsumersthatthebrandmatchestheirpersonalneeds.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,notjusttheirmoneyMarketingshouldconveythemessagethatthecompanybehindthebrand...