【出版时间及名称】：2008 Chinese Consumer Survey
【作者】：McKinsey
【文件格式】：PDF File
【页数】： 36
【目录或简介】：

Annual Chinese Consumer Survey 2008
As more foreign and domestic companies pile into the expanding Chinese consumer market, brands have a harder time being noticed. Our continuing research has tracked the ebb and flow of the Chinese consumer’s habits and attitudes. Personal recommendations, for example, are becoming more important, while television ads, though still indispensable, have begun to lose some of their punch. Marketers must be nimble enough to understand and follow these shifts.

Exective summary
The growing importance of regional differences
Accelerating demand for premium products
The new look of winning brands
  -Fewer brands, bigger brands
  -Focus on the right brand attributes
  -Going Green
Connecting with consumers
  -Television: Earn the right to play
  -In-store promotions: Stand out from the crowd
  -Sponsorship: Get maximum bang for your buck
  -Blogs and online forums: Understanding new media
Conclusion
Insights China by McKinsey