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一小部分品牌正在突破大军,通过数字表现树立起极具竞争力的显著优势。数字平台给各品牌,尤其是西方品牌,带来了在中国市场中可面临的最大挑战。中国的数字环境实际上考验了品牌在本土化方面的投入,响应速度,对于本土文化和顾客行为的理解,适应快速变化的环境的能力,以及快速敦促关键利益相关者付诸行动的能力。当我们回顾2013年时,“差距”一词脱颖而出,成为了描述中国数字环境的关键词。
A small number of brands are breaking through the ranks of the military, through digital performance to establish a significant competitive advantage. Digital platforms give brands, especially Western brands, the biggest challenge they can face in China. China’s digital environment has in fact tested the brands’ investment in localization, their responsiveness, their understanding of local culture and customer behavior, their ability to adapt to the rapidly changing environment, and their ability to quickly urge key stakeholders to take action. When we look back on 2013, the word “gap” stood out as a key word to describe the digital environment in China.