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麦肯锡公司(McKinsey)一项调查显示,多数中国消费者表示,相对于外国货,他们更信任本土品牌。对于跨国公司而言,此项调查等于是一个明显的警告,提醒它们在日渐繁荣的中国市场,存在着民族主义情绪。 Most Chinese consumers say they trust domestic brands more than foreign ones, according to a McKinsey survey that amounts to a stark1 warning for multinational2 companies about nationalist sentiment in China’s booming market. In spite of the furore this year in the US and Europe about the safety of China-made goods, the survey also shows that Chinese consumers are increasingly confident about the quality of products made in their country. Andrew Grant, head of McKinsey’s China practice, said the results indicated that multinationals3 that sought to make a virtue4 of the fact that their products come from a specific foreign country could struggle in the Chinese market. According to the survey results, 53 per cent of the 6,000 respondents said they preferred Chinese brands, up from 46 per cent when the same survey was conducted in 2005. McKinsey, which conducts similar surveys in a number of countries, said this was an unusually large change in sentiment for such a short period of time. Only 11 per cent of consumers said they had a “strong” or “moderate” preference for foreign brands – and nearly half of those people said they would shift to a domestic brand if offered a product of similar quality or price. The only sectors5 where support for foreign brands matched or exceeded domestic products was in consumer electronics and cars – although in the latter category Chinese brands are rapidly becoming more popular. In the case of two well-known US toothpaste brands, for instance, more than 80 per cent of respondents said they thought they were Chinese. McKinsey said companies also needed to be more aggressive in introducing new products to the Chinese market. 点击收听单词发音
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