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[好文賞析] ZT: China’s Internet obsession(新附中文)

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樓主
發(fā)表于 2010-3-11 10:08:07 | 只看該作者 回帖獎勵 |倒序瀏覽 |閱讀模式
關(guān)鍵詞: china , internet , obsession
March 2010
China’s Internet obsession
People in the country’s 60 largest cities spend 70 percent of their leisure time online. Seismic changes in the consumer market are likely as a result.



Just how big (or small) a market would Google leave behind were it to pull out of China today? In January, China Internet Network Information Center, the country’s official domain registry and research organization, reported that by the end of 2009, the number of Internet users in China had touched 384 million, more than the entire population of the United States. That’s an increase of around 50 percent over 2008. Moreover, 233 million Chinese—twice as many as in the previous year—accessed the Net on handheld devices, partly because China’s cellular providers started offering 3G services widely last year.





The Chinese are obsessed with the Internet. People in the 60 largest cities in China spend around 70 percent of their leisure time on the Internet, according to a survey we conducted in 2009. In smaller towns, the corresponding number is 50 percent. The PC is fast replacing the TV set as an entertainment hub, and emotions run high over who gets to log on and for how long. In a small city in northwest China, for instance, a man told one of us that domestic squabbles over using the PC got so out of hand that his wife and he discussed spending, for them, a large sum of money to buy another machine—or filing for divorce. They eventually bought a second PC and saved their marriage.
People in China use the Internet more for entertainment—playing online games, messaging, downloading music and movies, and shopping—than for work. The Chinese place great stock in the opinions of online product reviewers. One in five consumers between the ages of 18 and 44 won’t purchase a product or service without first researching it on the Internet. They shop online at auction Web sites such as Taobao, paying for products and services with prepaid Taobao cards that the post offices sell for a small commission. The volume of e-commerce in China more than doubled last year.
Unsurprisingly, both Chinese and foreign consumer-facing companies are pouring money into Internet marketing. Online advertising has been growing at between 20 and 30 percent a year—twice the print media’s growth rate—and the market was around $3 billion (20 billion renminbi) in size last year.
Companies that create microsites or stage online events usually find that consumers in China respond enthusiastically by posting comments, pictures, and videos. For instance, Nokia staged an online concert in partnership with Youku, a leading video content site, and tied up with Tudou, another online video site, to conduct a quiz that gave visitors a chance to win 1 million renminbi. In both cases, millions of users accessed the content over Nokia handhelds. Recently, Nestlé launched an online campaign for Nescafé coffee in association with Youku and Kaixin, a social-networking site. The Swiss multinational is showcasing Camera Café, five-minute videos of conversations between office workers on coffee breaks.
Marketers woke up to the Internet’s ability to influence opinion after the Sichuan earthquake, in May 2008. A huge amount of buzz glorified big donors and crucified small ones. In fact, Wanglaoji, an herbal tea brand, became nationally known partly because of its postquake online tag line: “If you want to donate, you donate 100 million renmibi. If you want to drink, you drink Wanglaoji.”
Many companies track online conversations in China constantly, asking themselves: What are bloggers saying about our company and products? Are we generating positive buzz online? How can we preempt an attack that can spread throughout the blogosphere in hours? They use agencies like CIC, the Chinese Web Union, and Daqi.com to track the buzz and to connect disgruntled customers with companies.1 This can be contentious; some agencies are accused of seeding fake comments, but many claim that they follow the US Word of Mouth Marketing Association’s code of ethics. Foreign companies invite influential Chinese bloggers to visit offices and plants overseas, while other companies take part in conversations on bulletin boards to dispel rumors and address concerns even as they gather consumer insights.

Seismic changes are likely to take place in the Chinese consumer market because of the Internet—and we aren’t talking just about the fact that 50 million Chinese may soon have to stop using their favorite search engine, Google
沙發(fā)
 樓主| 發(fā)表于 2010-3-17 09:40:56 | 只看該作者
中國對互聯(lián)網(wǎng)的癡迷
在中國最大的60個(gè)城市中,人們把自己70%的閑暇時(shí)間都花在上網(wǎng)沖浪上。其結果可能是消費市場(chǎng)地震式的變化。
2010年3月 • 安宏宇 馬思默




本文包括:
作者簡(jiǎn)介
致函編輯
..假如谷歌今天退出中國,究竟會(huì )留下多大(或多。┑氖袌(chǎng)空間?今年1月,中國的官方域名注冊和研究機構——中國互聯(lián)網(wǎng)絡(luò )信息中心報告說(shuō),到2009年底,中國的互聯(lián)網(wǎng)用戶(hù)數已經(jīng)達到3.84億,比美國的人口總數還要多。這一數字比2008年增長(cháng)了大約50%。此外,有2.33億中國人——比上一年增加了一倍——用手持設備上網(wǎng),這部分是因為中國的移動(dòng)通訊運營(yíng)商去年開(kāi)始廣泛提供3G服務(wù)。

中國人沉迷于互聯(lián)網(wǎng)。根據我們在2009年進(jìn)行的一項調查,在中國最大的60個(gè)城市中,人們把自己大約70%的閑暇時(shí)間都花在互聯(lián)網(wǎng)上。而在小城鎮中,相應的數字為50%。個(gè)人電腦正在迅速取代作為娛樂(lè )中心的電視機,一談起誰(shuí)登錄互聯(lián)網(wǎng),以及上網(wǎng)多長(cháng)時(shí)間,人們就激動(dòng)不已。例如,在中國西北地區的一個(gè)小城市,一位男性告訴我們,因使用電腦而引起的家庭糾紛已變得難以收拾,以至于他的妻子和他商量是否要花一大筆錢(qián)(對他們而言)另外再買(mǎi)一臺電腦——否則,就只好申請離婚。最終,他們購買(mǎi)了第二臺電腦,并挽救了自己的婚姻。

中國人使用互聯(lián)網(wǎng),更多是為了娛樂(lè )——玩網(wǎng)絡(luò )游戲、網(wǎng)上聊天、下載音樂(lè )和電影,以及網(wǎng)上購物——而不是為了工作。中國人非常注意網(wǎng)友對產(chǎn)品的評論意見(jiàn)。在年齡為18~44歲的消費者中,有1/5的人在沒(méi)有首先上互聯(lián)網(wǎng)研究一番的情況下,不會(huì )輕易購買(mǎi)一種產(chǎn)品或服務(wù)。他們在拍賣(mài)網(wǎng)站(如淘寶網(wǎng))上在線(xiàn)購物,用預付費的淘寶卡支付購買(mǎi)的產(chǎn)品和服務(wù),郵局收取少量代辦費而銷(xiāo)售這種購物卡。去年,中國電子商務(wù)的銷(xiāo)售額翻了一番以上。

毫不奇怪,中國和外國面向消費者的企業(yè),都紛紛對互聯(lián)網(wǎng)營(yíng)銷(xiāo)大量投資。網(wǎng)絡(luò )廣告一直在以每年20%~30%的速度增長(cháng)——是印刷媒體增長(cháng)率的兩倍——去年,網(wǎng)絡(luò )廣告的市場(chǎng)規模約為30億美元(200億元人民幣)。

那些創(chuàng )建微型網(wǎng)站或舉辦在線(xiàn)活動(dòng)的企業(yè)通常會(huì )發(fā)現,中國的消費者會(huì )以張貼評論、圖片和視頻的方式熱情地做出回應。例如,諾基亞公司與優(yōu)酷網(wǎng)(一家主要的視頻內容網(wǎng)站)合作,舉辦了一個(gè)網(wǎng)上音樂(lè )會(huì ),并聯(lián)合土豆網(wǎng)(另一個(gè)在線(xiàn)視頻網(wǎng)站),舉行了一次問(wèn)答比賽,訪(fǎng)問(wèn)者有機會(huì )贏(yíng)取100萬(wàn)元人民幣的大獎。在這兩次活動(dòng)中,數以百萬(wàn)計的用戶(hù)訪(fǎng)問(wèn)了諾基亞手持通訊設備的內容。最近,雀巢公司聯(lián)合優(yōu)酷網(wǎng)和開(kāi)心網(wǎng)(一個(gè)社交網(wǎng)站),發(fā)起了一次宣傳雀巢咖啡的在線(xiàn)活動(dòng)。這家瑞士跨國企業(yè)正在網(wǎng)上展播一段時(shí)長(cháng)5分鐘、名為“Camera Café”的視頻,內容是一些辦公室工作人員工休時(shí)喝咖啡的對話(huà)。

2008年5月四川發(fā)生大地震后,市場(chǎng)營(yíng)銷(xiāo)人員意識到了互聯(lián)網(wǎng)影響人們看法的能力。捐款數額巨大的企業(yè)受到廣泛贊譽(yù),而捐助不多的企業(yè)則飽受詬病。事實(shí)上,王老吉(一種涼茶品牌)變得全國知名的部分原因,是其地震后在網(wǎng)上廣為流傳的口號:“要捐就捐1個(gè)億,要喝就喝王老吉”。

許多企業(yè)持續跟蹤在中國的在線(xiàn)聊天內容,不斷詢(xún)問(wèn)博客作者對企業(yè)和產(chǎn)品都說(shuō)了些什么?我們正在網(wǎng)上引起積極正面的評價(jià)嗎?我們如何才能搶占先機,妥善處理在幾小時(shí)內就能傳遍整個(gè)博客世界的抨擊?他們利用像網(wǎng)絡(luò )口碑研究咨詢(xún)服務(wù)公司(CIC)、中文網(wǎng)站聯(lián)盟和大旗網(wǎng)(Daqi.com)這樣的中介機構,跟蹤網(wǎng)上輿論,聯(lián)系對企業(yè)表示不滿(mǎn)的消費者1。這種做法可能存在爭議;一些中介機構被指責偽造假評論,但許多機構聲稱(chēng),他們嚴格遵守美國口碑營(yíng)銷(xiāo)協(xié)會(huì )的道德準則。一些外國企業(yè)邀請一些有影響力的中文博客作者訪(fǎng)問(wèn)其海外辦事處和工廠(chǎng),而另一些企業(yè)則參與網(wǎng)上公告欄的對話(huà)交流,以澄清謠言和解決問(wèn)題,同時(shí),它們還從網(wǎng)上收集消費者的洞見(jiàn)。

由于互聯(lián)網(wǎng)的發(fā)展,中國的消費市場(chǎng)可能會(huì )發(fā)生地震式的變化——我們并不僅僅是在談?wù)撨@樣一個(gè)事實(shí):5千萬(wàn)中國人可能很快就不得不停止使用他們喜愛(ài)的谷歌搜索引擎。在中國的虎年,跟蹤這些變化,制定數字營(yíng)銷(xiāo)的內容,將是我們的當務(wù)之急。密切關(guān)注這一領(lǐng)域。

作者簡(jiǎn)介:
安宏宇(Yuval Atsmon)是麥肯錫上海分公司副董事,馬思默(Max Magni)是該分公司董事。



本文首次發(fā)表在2010年2月24日的哈佛商業(yè)評論上。
板凳
發(fā)表于 2010-4-18 15:01:33 | 只看該作者
學(xué)習了,尤其是這一句:
This can be contentious; some agencies are accused of seeding fake comments, but many claim that they follow the US Word of Mouth Marketing Association’s code of ethics.
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