中国品牌成也网络败也网络(双语)

屈联西

     2010年07月20日 15:36   环球时报
　　With 420 million people now online, the Internet can make or break a brand in China, according to the report by Roland Berger Strategy Consultants July 19, as far more people use the web to help decide what to buy than in the west。
　　美国罗兰贝格战略咨询公司19日公布的调查报告说，中国有4.2亿网名，互联网可以成就一个品牌，也可以毁掉它，因为在中国，通过互联网了解一个商品是否值得买的用户远远多于西方。
    Online buzz has the power to build up - or significantly damage- a brand very quickly. Chinese people are sharing their opinions and experiences about brands by the millions on online bulletin board services and local social media channels. Around 13 million consumer comments, for example, are published every month on automobile bulletin boards alone。
　　调查显示，网络的力量可以迅速成就一个品牌，也可以对其造成严重打击。数以百万计的中国人通过网上聊天室和开心网这样的交友网站分享对商品和服务的感受。单单汽车聊天网站每月就有大约1300万条用户评论。
     &quotroportionally, Chinese consumers rely on the Internet in making purchase decisions much more than their counterparts in the West," said Charles Edouard Bouée, Roland Berger's Asia President. Almost 60 percent of Internet users in China said that consumer review sites, as well as discussion forums and blogs, influence their purchasing decisions, compared with less than 20 percent in the US。
　　罗兰贝格公司亚洲区总裁夏尔-布耶说：“从比例上看，在做消费决定时，中国人比西方消费者更看重网络意见。”在中国，大约有60%的互联网用户说，消费者评论和论坛讨论乃至博客直接影响他们的购物决定，而在美国，这个比例只有20%。
　　But it's not just talk, according to the report. Consumers are organizing themselves for group purchasing discounts and even online and offline "protests"。
　　网络用户不仅在网上交流对商品的评价，而且开始组织团购以获取更多优惠，或者组织对某个商品的网上和网下的“抗议”活动。
　　"The Internet aspect in China represents both an opportunity and a challenge," said Alain Lecouedic, a partner in the consultancy firm. "Companies need to raise the bar of their products and anticipate their strategy. If things go wrong, it can quickly damage a brand."
　罗兰贝格公司合伙人阿兰-莱克迪说：“中国互联网既带来机遇也带来挑战。公司需要提高产品质量，同时调整战略。一旦出问题，一个品牌就可能迅速毁掉。”
　　Chinese consumers are also "displaying more individualism than before, striving not only to be fashionable but to be able to express their individual style," the report found. And it is not just in the big cities. Consumer sophistication is rising just as much - or perhaps even faster - in the less developed smaller cities than in the booming economic centers。
　　报告还发现，中国消费者比以前更追求个性，不仅要时尚，而且要体现个人风格。这一点不仅体现在大城市里。在小城市，顾客品位的提高甚至比大城市还快