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《21世纪经济报道》统计资料表明,中国品牌在多个产品类别上都已经成功打入了各个发展中国家及新兴经济体市场。然而,中国品牌走向世界的关键在于能否成功地吸引全球富裕市场的消费者,包括北美、欧洲发达地区及大洋洲经济体的消费者。如果不能赢得这些消费者,中国品牌就无法取得较高的品牌价值,只能徘徊于低利润的边缘地带。我们曾经在2010年2月对美国、英国和澳大利亚这三个有代表性的富裕市场上总共1230名消费者开展了一项问卷调查。调查结果显示,他们对不同种类的中国品牌产品
Statistics from the “21st Century Business Herald” show that Chinese brands have successfully entered the markets of various developing countries and emerging economies in various product categories. However, the key to Chinese brands going global is whether they can successfully attract consumers in global affluent markets, including consumers in North America, developed European regions, and Oceanian economies. If these consumers cannot be won, Chinese brands will not be able to obtain high brand value, and will only be on the fringes of low profits. In February 2010, we conducted a survey of a total of 1,230 consumers in the three representative, wealthy markets of the United States, the United Kingdom, and Australia. Survey results show that they are different types of Chinese brand products