2023年全國碩士研究生考試考研英語一試題真題（含答案詳解+作文范文）_第1頁
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1、0外文翻譯原文Title:buildingbrsinchinaMaterialSource:《themckinseyquarterly》Auth:MckinseyArticleataglance：Chineseshopperslovebrnamesbutcompaniesarehavingadifficulttimetranslatingthesepreferencesintorevenuesinthefmofeitherincreas

2、edmarketsharepremiumprices.Butourmarketresearchsuggestswaysfcompaniestoturnconsumersintoloyalcustomers.SalespeopleinChinahavetremendousswayoverthedecisionsofcustomers.Pointofsalepromotionscanbeaneffectivewayofaddressingl

3、astminuteswitchinggettingproductsintothehsofconsumers.ComparedwithdevelopedmarketsmessagesthatfocusonfunctionalfeaturescanbemeimptantinChinasincemanyproductcategiesarenew.Thispreferencewillprobablychangeasshoppersbecomem

4、eexperiencedbutthepacewillvaryfromoneproducttothenext.ConsumersinChinaalsohavestrongnationalpridesomultinationalcompaniescouldloseimptantsegmentsbyseemingtoofeign.ThestreetsofChinascitiesarealightwithneontoutingbrnamesfr

5、omalloverthewld.ConsumerseagerlytrawlthesemarketspickingupNikeshoesSamsungmobilephones.Haierhomeappliancesmanyothertoplabelproducts.OurresearchshowsthattheChineseconsumerisenamedofbrs.Incategiessuchasconsumerelectronicsf

6、oodbeveragesmethan80percentoftherespondentstoasurvey1saidthattheybuynamebrsatleastoccasionally.Whatsme69percentwouldbuymebredgeariftheyhadenoughmoneyascomparedwithabout57percentintheUnitedKingdomtheUnitedStates.Fmarketer

7、stheproblemisthatdespitethisinfatuationwithbrsChineseconsumersdontconsistentlybuythesameoneseventhosetheyprefer.Pricedifferencespointofsalemarketingvehiclescanchangeaconsumersbehaviinaheartbeat.Askedtochooseamongthreelea

8、dingtelevisionbrs—twofeignonedomestic—49percentofthesurveyrespondentssaidtheywouldpickSonyifpricesweresimilar.ButouranalysisshowsthataSonypremiumofjust10gnirheBeilataN?2techniques.Wealsofoundthatmanyconsumersrespondtoapp

9、ealsthathighlightfunctionalattributes(suchasperfmancefeatures)fsomeproductstonationalisticappealsfothers.Knowingwhichbuttontopushwhencouldencouragegreaterbrloyalty.TheimptanceofpointofsalemarketingAdvertisingrevenuesatCC

10、TVChinasnationaltelevisionwkmethandoubledfrom2000to2005jumpingto12.4billionrenminbifrom5.29billion.TheproblemisthatmanyChineseconsumersaretuningoutthisbombardmentofmarketingmessagesnowresistthemevenmefiercelythanpeoplein

11、Westernmarketsdo.Togiveoneexamplein2004Chinesetelevisionviewerslefttheroomchangedchannels72percentofthetimewhenadswereaired—methanviewersinothermajcountries—comparedwith42percentin1999.2.Companiesmustadvertiseinthemassme

12、diabuttheycandome.OurresearchshowsthatmanyChineseconsumersmakeuptheirmindsjustbefetheygettothecashiercanbeswayedatthelastmoment.Whilethereissubstantialvariancebyproductcategyingeneralcompaniesshouldconsiderrebalancingthe

13、irapproachtomarketingwithagreateremphasisonbelowthelineapproachessuchaspricepromotionsinstedemonstrationsthantheymighthaveindevelopedmarkets.Welookedat40domesticfeignbrsinfastmovingconsumergoodssuchassodadiaperstoothpast

14、e.Onaverageonlyaboutoneinthreeconsumerswhoconsideredbuyingabrcurrentlyuseit.Thefalloffwasevensteeperintheconsumerelectronicscategy:onaveragefewerthanoneinfourconsumerswhoconsideredpurchasingabractuallyownsit(exhibit).Inb

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