标题：SevenLessonsforBuildingaWinningBrandinChina原文：WhatdoChina'sconsumerswanttoday?WhatqualitiesdoChina'sgrowingbodyofdiscriminatingshoppersseekinthebrandstheychoose?TobetterunderstandthechallengesfacingcompaniesthatwanttoestablishabrandinChina,AccenturesurveyedmorethanathousandChineseconsumerstolearnhowtheydecidewhattobuy.Theywereaskedaboutsixproductcategories・consumerpackagedgoods,automotive,hightech,homeappliances,apparel,andfinancialservices.Centraltotheirconcernswereabrandstrustworthiness,reliability,andquality-Buttheyalsocitedthesefactors:theextenttowhichabrandisconsistentwiththeirpersonalvalues,thedegreetowhichitisfamiliarorwell-knowntothem,howwellitmeasuresupintermsofexclusivityandstyle,andtheextenttowhichitisalsousedbyfriends.ThedataaboutChineseconsumers1expectationstranslateintosevencorelessonsformarketers.Threeofthelessonsofferwaystoshapebrandimageandfoursuggesthowtobestcommunicatethebrandmessage.ShapingthemessageLesson1•SeektobuildtrustChineseconsumersratedtrustworthinessthesinglemostimportantfactorinchoosingabrand-Trustworthinesscanbeinjectedintomarketingmessagesinmyriadways,includingreferencestothelonglifeofthecompanyorproduct,whereappropriate,andthroughthetestimonialsoftrustedsources.Chineseconsumersaregenerallywillingtotryanybrand,regardlessoforigin,讦itisbelievedtobeofhighquality.Domesticcompaniesarenowseenasleadersincertainindustriesforproducingdependableproducts,butforeigncompaniesstillhaveanedgeonstylepoints,especiallywithsomesegments.Italsomakessensetoincorporatestyleandfashionintoabrand'smessage-providedqualityandtrustarepartofthemix.ProctorGamble'sOlaybrandprojectsbothqualityandasenseofstyle-facialcreamasfashionnecessity.OlayisoneofthemostadvertisedbrandsinChina,asPGspentalmost$700milliononadvertisingforthelinein2004.Its---本文于网络，仅供参考，勿照抄，如有侵权请联系删除---TVadsdepictChinesecelebritiesandmodelswearingfashionableclothinginglamoroussettings.Theysimultaneouslyemphasizetheirproductsqualitybyshowingbeforeandafterphotographs.Projectingquality,glamourandChinesefemininevalueshashelpedOlaycapturealmost16percentoftheChineseskin-caremarket.Lesson2.ConnecttowhatChineseconsumersvalueinabrandBrandmessagingneedstoconvinceChineseconsumersthatthebrandmatchestheirpersonalneeds.Chineseconsumersareverysensitivetothemessagesconveyedbybrands,whetherforexpensiveitemslikecarsorcommonitemslikecigarettes.Someconsumersusebrandstoconveysocialstatus,equalitywithothers,andupwardlymobileaspirations,whileothersprefertoavoidthepublicappearanceofostentationevenastheybuyupscalebrandsfortheirhomes..Allsixsegmentsplacedgreatstoreinabrand!strustworthiness,reliabilityandquality,butassigneddifferingdegreesofimportancetootherfactors-TaketheTrendsetters.Thishigh-incomesegmentisanidealtargetforpricynewbrandsarrivingtoChina.Buttheyarenftagoodtargetforlong-establishedbrandsinChina;remarkably,onlythelow-incomeApatheticsegmentislessinfluencedbywhetherabrandhasbeenaroundalongtimeornot-Anestablishedbrandwoulddobetterwithothersegments-theSophisticatesforhigh-endforeignbrands,orthePatriotsforChinesebrands.Likewise,pricediscountsmayappealtoValueShoppersandTrendFollowers,butfrequentsalesmaymakeabrandlookcheaptomorestatus-consciousconsumers.Lesson3・ShowyoucareabouttheChinese,notjusttheirmoneyMarketingshouldconveythemessagethatthecompanybehindthebrandcar...