缺乏品牌忠诚度的中国消费者
<p><span word="According">According</span> <span word="to">to</span> <span word="a">a</span> <span word="new">new</span> <span word="study">study</span> <span word="by">by</span> <span word="Bain">Bain</span> & <span word="Company">Company</span> <span word="and">and</span> <span word="Kantar">Kantar</span> <span word="Worldpanel">Worldpanel</span>, <span word="Chinese">Chinese</span> <span word="consumers">consumers</span> <span word="are">are</span> <span word="adventurous">adventurous</span> <span word="shoppers">shoppers</span> <span word="who">who</span> <span word="are">are</span> <span word="constantly">constantly</span> <span word="trying">trying</span> <span word="out">out</span> <span word="new">new</span> <span word="brands">brands</span> <span word="and">and</span> <span word="are">are</span> <span word="rarely">rarely</span> <span word="loyal">loyal</span> <span word="to">to</span> <span word="one">one</span>.</p><p>贝恩公司(<span word="Bain">Bain</span> & <span word="Company">Company</span>)和消费者指数研究机构<span word="Kantar">Kantar</span> <span word="Worldpanel">Worldpanel</span>发布的一份新研究报告显示，中国消费者喜欢在购物时冒险，他们总是会尝试新品牌，而很少对一个品牌忠心耿耿。</p><p><span word="The">The</span> <span word="findings">findings</span> <span word="are">are</span> <span word="likely">likely</span> <span word="to">to</span> <span word="disappoint">disappoint</span> <span word="the">the</span> <span word="marketing">marketing</span> <span word="departments">departments</span> <span word="at">at</span> <span word="major">major</span> <span word="consumer">consumer</span> <span word="product">product</span> <span word="companies">companies</span>, <span word="the">the</span> <span word="researchers">researchers</span> <span word="say">say</span>.</p><p>研究人员说，这次调查结果可能会令大型消费品公司的营销部门感到失望。</p><p>"<span word="There">There</span>'<span word="s">s</span> <span word="always">always</span> <span word="been">been</span> <span word="an">an</span> <span word="expectation">expectation</span> <span word="that">that</span> <span word="the">the</span> <span word="Chinese">Chinese</span> <span word="will">will</span> <span word="become">become</span> <span word="more">more</span> <span word="loyal">loyal</span> <span word="as">as</span> <span word="the">the</span> <span word="market">market</span> <span word="becomes">becomes</span> <span word="more">more</span> <span word="mature">mature</span> <span word="and">and</span> <span word="we">we</span>'<span word="re">re</span> <span word="saying">saying</span> "<span word="no">no</span>" <span word="to">to</span> <span word="that">that</span>," <span word="said">said</span> <span word="Bruno">Bruno</span> <span word="Lannes">Lannes</span>, <span word="a">a</span> <span word="Shanghai">Shanghai</span>-<span word="based">based</span> <span word="partner">partner</span> <span word="for">for</span> <span word="Bain">Bain</span> <span word="and">and</span> <span word="the">the</span> <span word="lead">lead</span> <span word="writer">writer</span> <span word="of">of</span> <span word="the">the</span> <span word="report">report</span>.</p><p>贝恩驻上海合伙人、该报告的主要作者兰尼斯(<span word="Bruno">Bruno</span> <span word="Lannes">Lannes</span>)说，人们总有这样一种期待，即随着中国市场趋向成熟，中国消费者的品牌忠诚度也会不断提高，但我们现在认为不是这样的。</p><p>"<span word="This">This</span> <span word="may">may</span> <span word="be">be</span> <span word="sobering">sobering</span> <span word="news">news</span> <span word="for">for</span> <span word="brand">brand</span> <span word="managers">managers</span>. <span word="The">The</span> <span word="reality">reality</span> <span word="is">is</span> <span word="that">that</span> <span word="consumers">consumers</span> <span word="in">in</span> <span word="China">China</span>, <span word="like">like</span> <span word="in">in</span> <span word="other">other</span> <span word="countries">countries</span>, <span word="don">don</span>'<span word="t">t</span> <span word="think">think</span> <span word="of">of</span> <span word="brands">brands</span> <span word="when">when</span> <span word="they">they</span> <span word="shop">shop</span>."</p><p>兰尼斯说，对品牌经理来说，这可能算是个发人深省的消息；其实，跟其它国家的消费者一样，中国消费者在买东西时想的不是品牌。</p>
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