浅析侨中制胜中国.pdfVIP

Private and Confidential Gain Cultural Insights That Inform Your Design DEMO 制胜中国 从成功之道汲取设计源泉 Gain Cultural Insights That Inform Your Design Demo Private and Confidential Foreword 前言 China has been and continues to be a dynamic market 中国作为近20年中全球最有活力的市场， in the latest 20 years. Annually, there is a huge 每年都有大量的产品涌入及退出，然而进 amount of products appears or is replaced. however 入中国市场的诱惑力却与日俱增。西方企 this market keeps its temptability for the world. While 业试图以国际化的方式和理念向陌生的消 western companies adopted international 费群体传递信息时，却由于无法融合受众 communications methodologies and ideologies to 的文化价值而屡遭失败；而本土企业操作 convey messages to these new groups of consumers 过程中拥有先天的直觉，却缺乏科学的方 but often failed in translating the cultural values of 法和手段。 their target audience; On the contrary, Chinese firms have the culture consciousness but no awareness of 基于此环境下，我们相信由用户研究、创 the scientific approaches. 新、外型、品牌、市场等五个方面构成的 的设计策略，将在产品成功中进一步扮演 Under this circumstance, we are convinced that design, 重要的角色。此报告精心选取了在中国市 as defined in terms of consumer study, innovation, 场上获得成功的典型案例及具有代表性的 form, brand and marketing becomes and increasingly 企业进行全面分析，借助文化性观点诠释 important factor to the success of a product. By 产品与用户间的连接；如何从竞争者中脱 analyzing classical cases, we expect to provide cultural 颖而出。以期读者能从其中得到启发，思 insight that help connect your product to its intended 考将未来可能的成功模式及方法，并获得 user and help make your business prosperous in the 设计灵感源泉。 fierce competitions. Further more, ideally, we hope it would inspire a possib