Euromonitor关于中国企业和美国企业的对比研究报告.pdfVIP

Capitalism 2.0: How US and Chinese Consumer Aspirations Compare Euromonitor International 23 November 2011 A comparison of the personal and financial aspirations of Chinese and US consumers in 2011. Chinese consumers are beginning to flirt with conspicuous aspirations towards wealth in Chinas globalised, quickly growing economy. Previous ideological barriers towards wealth and status seem to be dissipating, while in the US, on the other hand, consumers are placing less importance on brands and status. In order to better understand how economic and personal aspirations compare in these two countries, Passport Survey asked 4,000 online consumers in China and the US about a variety of potential personal values. After health and family, money is needed for happiness – but how much? Chinese and American respondents coincide in asserting that good health and strong, supportive family relationships are the top two factors needed to live a happy life. Between 84 and 89% of respondents agree that these two elements are crucial for happiness. In addition, achieving financial security is the third most-important element needed for happiness for both Chinese (88%) and American (84%) respondents. However, from this solid agreement on health, family, and a decent level of financial resources, respondents in China and the US starkly diverge in their concepts of just how much money is needed in order to live happily. More than eight in ten Chinese consumers say that being wealthy is a determinant to happiness, while only three in ten American consumers share this view. This substantial difference is somewhat counterintuitive, considering that America is historically connected to goals of personal wealth creation . The opinions expressed by our Chinese respondents regarding wealth aspiration may be explained by the swiftly growing economy which is opening new financial horizons to millions. Chart 1 Perceptions of facto