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在中国,只从少数几个特定品牌挑选的消费者(姑且称之为“一定范围忠诚的消费者”)越来越多,但其考虑范围内的品牌数目不断增加。几年前,同一个产品类别,中国消费者顶多从2至3个品牌中选择,而现在备选品牌的数量已上升到3至5个。不过,要在中国建立品牌忠诚度并非全无可能。其中一个迹象就是,消费者的品位和偏好日益成熟。品牌诉诸情感,消费者必须看到品牌以某种方式体现自我。长期以来,锱铢必究的中国消费者单单注重品牌的功能性,例如产品是不是真的像保证的那么好用、安不安全、价格好不好,毕竟某些产品很多人是第一次购买。
In China, there are more and more consumers selected from only a few specific brands (probably called “a certain range of loyal consumers”), but the number of brands under their consideration continues to increase. A few years ago, in the same product category, Chinese consumers chose from two or three brands at most, but the number of alternative brands has now risen to three to five. However, it is not impossible to establish brand loyalty in China. One sign is that consumers’ tastes and preferences have become more mature. Brands appeal to emotions, consumers must see that the brand reflects itself in some way. For a long time, China’s constrained consumers have only paid attention to the functionality of the brand, such as whether the product is really as good as guaranteed, safe and secure, and the price is good. After all, many people buy certain products for the first time.