2011麦肯锡原创力作-英文版-解读中国数字消费者.pdfVIP

Consumer and Shopper Insights Understanding China’s Digital Consumers Successfully marketing to China’s exploding population of internet users will require a deep understanding of the distinct ways in which they use digital applications and devices. Consumer and Shopper Insights February 2011 Understanding China’s Digital Consumers Davis Lin Laxman Narasimhan Jun He The authors wish to thank Yuval Atsmon, Glenn Leibowitz, Cait Murphy, Cherie Zhang, Tina Zhang and Rachel Zheng, as well as our clients and other industry experts, for their contributions to this report. 4