在中國構(gòu)建一個(gè)成功品牌的七點(diǎn)建議【外文翻譯】

1、標(biāo)題：SevenLessonsfBuildingaWinningBrinChina原文：WhatdoChinasconsumerswanttodayWhatqualitiesdoChinasgrowingbodyofdiscriminatingshoppersseekinthebrstheychooseTobetterunderstthechallengesfacingcompaniesthatwanttoestablishabrinC

2、hinaAccenturesurveyedmethanathousChineseconsumerstolearnhowtheydecidewhattobuy.Theywereaskedaboutsixproductcategiesconsumerpackagedgoodsautomotivehightechhomeappliancesapparelfinancialservices.Centraltotheirconcernswerea

3、brstrustwthinessreliabilityquality.Buttheyalsocitedthesefacts:theextenttowhichabrisconsistentwiththeirpersonalvaluesthedegreetowhichitisfamiliarwellknowntothemhowwellitmeasuresupintermsofexclusivitystyletheextenttowhichi

4、tisalsousedbyfriends.ThedataaboutChineseconsumersexpectationstranslateintosevencelessonsfmarketers.Threeofthelessonsofferwaystoshapebrimagefoursuggesthowtobestcommunicatethebrmessage.ShapingthemessageLesson1.Seektobuildt

5、rustChineseconsumersratedtrustwthinessthesinglemostimptantfactinchoosingabr.Trustwthinesscanbeinjectedintomarketingmessagesinmyriadwaysincludingreferencestothelonglifeofthecompanyproductwhereappropriatethroughthetestimon

6、ialsoftrustedsources.Chineseconsumersaregenerallywillingtotryanybrregardlessofiginifitisbelievedtobeofhighquality.Domesticcompaniesarenowseenasleadersincertainindustriesfproducingdependableproductsbutfeigncompaniesstillh

7、aveanedgeonstylepointsespeciallywithsomesegments.Italsomakessensetoincpatestylefashionintoabrsmessageprovidedqualitytrustarepartofthemix.Proct&GamblesOlaybrprojectsbothqualityasenseofstylefacialcreamasfashionnecessity.Ol

8、ayisoneofthemostadvertisedbrsinChinaasP&Gspentalmost$700milliononadvertisingSomethirtypercentofrespondentsinChinaratedcontributestolocalcommunityasveryextremelyimptantinabrsimilartotheresponsegivenintheUnitedStatesjustbe

9、lowthatofKea.Inaculturethatvaluessocialharmonymutualresponsibilitysocialmarketingprogramswellpublicizedprogramsofdonatingmoneytimesuppttocivicitablecausesgofartowardcreatinggoodwilltrust.AccdingtooursurveydatamanyChinese

10、consumersgivegreaterconsiderationtobrsthatmakesomekindofcontributiontosociety.SocialmarketingisespeciallyappealingfthedesirableTrendsetterthelargePatriotsegments.Theresearchsuggestsseveralwaystomakethecasewithoutalienati

11、ngconsumerswhowouldbristleoveranattackonthequalityofChineseproducts.Fexamplemarketersshouldtakeadvantageoftheirnationsreputation.OurstudyrevealedthatKeanbrsareknownfstyleAmericanbrsfprovidingthelatesttechnology.Germanpro

12、ductshaveanoutstingreputationinChinafqualityinnovation.BuildingonthisperceptionVolkswagenlaunchedanadcampaigntargetingHongKongsouthChinacarbuyerswiththetaglineEngineeredbyGermans.Lovedbyeveryone“.DeliveringthemessageAcce

13、nturesstudyaskedconsumersaboutthe12differentsourcestheyusetofirstlearnaboutnewbrsincludingninekindsofmediaaswellaswdofmouthinstedisplayssalespeople.MarketersweconcludeneedabroadermediamixinChinathantheyneedelsewhere.Reco

14、mmendationswdofmouthhsonexperiencealsohaveexceptionalimptanceinChina.Generatingproductreviewsonlinediscussionenablingconsumerstotryoutbrsshouldplayabigpartofanybringefft.Lesson4.BroadenyouradvertisingmixTheChineseshowane

15、xtradinarycuriosityaboutthenewwldofconsumerchoicethatsenvelopedthem.Chinaranksfirstintheuseoffiveofninekindsofmedia:TVadsInteradsvideoboardsstillboardskiosks.Theyarealsonearthetopinusingwebsites.Thatmeansmarketingadverti