But language might be one of only a few shared attributes -- and even that doesn't always hold. Consumers will differ from one market to another even when places are relatively near each other.
但语言可能只是少有的几种共同属性之一,而且还不一定总是如此。哪怕隔得相对较近,不同市场的消费者还是存在区别。
Folks in the cities of Shanghai and Fuzhou are 'more sensitive to price' (read: they're cheap). People in Hangzhou and the province of Shandong 'care about attractive external styling' (they're tacky).
上海人和福州人更在意价格(这可以理解为他们喜欢便宜的车)。杭州人和山东人关心漂亮的外观(这可以理解为他们喜欢外观俗气的车)。
Car buyers in the neighboring cities of Shenzhen and Guangzhou also display diverging consumer behavior. For advertising, billboards work well in Shenzhen, while buyers in Guangzhou prefer newspapers. Youthful Shenzhen is more open to new, up-and-coming brands, while Guangzhou folks tend to stick with tried-and-tested brands, McKinsey said.
深圳和广州这两个相邻城市的汽车消费者也表现出不同的消费行为。在广告方面,通过广告牌发布广告能在深圳取得不错的宣传效果,而广州买车人更爱看报纸广告。麦肯锡说,年轻的深圳对新品牌更加开放,而广州人往往固守久经考验的品牌。
Which all sounds like one marketing nightmare ahead for the auto makers and a windfall for advertising agencies, public relations firms -- and management consultants -- that are lining up to offer assistance.
【麦肯锡:中国车市将越来越不赚钱】相关文章:
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