外文翻譯---中國(guó)奢侈品市場(chǎng)

1、<p><b>　　外文翻譯</b></p><p><b>　　外文原文出處一：</b></p><p>　　著者：Shu Jingjiang</p><p>　　題名：Luxury Marketing in China</p><p>　　資料來源: 中國(guó)對(duì)外貿(mào)易，2008，（13）：

2、54~56</p><p><b>　　中國(guó)奢侈品市場(chǎng)</b></p><p><b>　　一、市場(chǎng)規(guī)模</b></p><p>　　連續(xù)兩位數(shù)的經(jīng)濟(jì)增長(zhǎng)超過20年，中國(guó)預(yù)計(jì)將成為這個(gè)詞的第三大經(jīng)濟(jì)體，據(jù)世界銀行初步估計(jì)，在2008年約占國(guó)內(nèi)生產(chǎn)總值的27萬億人民幣。經(jīng)濟(jì)的快速發(fā)展，鼓勵(lì)消費(fèi)者擺脫老一輩的儲(chǔ)蓄文化。中國(guó)現(xiàn)在

3、是世界第三大奢侈品的消費(fèi)者。占全球銷售的百分之十二;根據(jù)一項(xiàng)世界領(lǐng)先的金融集團(tuán)。高盛， 2004年在中國(guó)消費(fèi)的奢侈品，不包括私人飛機(jī)和豪華游艇，達(dá)到60億美元，占全球奢侈品消費(fèi)的百分之十二，它僅僅落后日本市場(chǎng)的41%，美國(guó)市場(chǎng)的17%。如果這種趨勢(shì)每年保持了百分之十至百分之二十的市場(chǎng)份額，到2015年，中國(guó)可能超過美國(guó)，以成為世界上第二大購(gòu)買奢侈品，當(dāng)時(shí)的銷售預(yù)計(jì)將超過150億美元，并且占百分之二十五的世界奢侈品市場(chǎng)。</p>

4、;<p>　　當(dāng)然，只有一小部分中國(guó)龐大的人口能夠負(fù)擔(dān)得起花費(fèi)數(shù)千萬元買一個(gè)包或一雙鞋。但許多專家認(rèn)為，中國(guó)可以成為一個(gè)巨大的豪華車市場(chǎng)的購(gòu)買力相對(duì)較低的利率，是因?yàn)樗?.3 億巨大的人口。而這些有著巨大的財(cái)富去購(gòu)買奢侈品的人，仍然微薄并迅速的蔓延，中國(guó)的富商正在迅速增長(zhǎng)。在1999年你只需要600萬美元，就成為福布斯雜志評(píng)選的50個(gè)最富有的人之一，而在2007年你不得不有8.2億美元，才能進(jìn)入了前100名。據(jù)報(bào)道，在20

5、07年，我國(guó)13億人口中，中產(chǎn)階級(jí)約250萬人，超過300，000美國(guó)百萬富翁方面的美元，顯示了潛在的奢侈品零售的機(jī)會(huì)。</p><p><b>　　二、目標(biāo)客戶的形象</b></p><p>　　豪華車市場(chǎng)在內(nèi)地仍處于形成階段。隨著中國(guó)消費(fèi)者轉(zhuǎn)向奢侈品，作為一種手段，獎(jiǎng)勵(lì)自己，或作為自己的財(cái)富象征的廣告，這個(gè)市場(chǎng)的增長(zhǎng)，在世界上人口最多的國(guó)家，可以提高亞洲占世界奢侈

6、品銷售的百分之六十。年輕的一代已經(jīng)從他們父母的儲(chǔ)蓄文化轉(zhuǎn)為一個(gè)新的理念， “享受今日生活” 。他們已變得更加同步，與全球趨勢(shì)，從互聯(lián)網(wǎng)，獲得外國(guó)媒體，增加自由旅行和經(jīng)驗(yàn)，與海外的教育。特別是在過去五年里他們的消費(fèi)能力已經(jīng)大幅上升。但是中國(guó)可能會(huì)被證明是完全不同于任何其他發(fā)展中國(guó)家的市場(chǎng)。快速變化已經(jīng)成為規(guī)范，因此，過去可能是一個(gè)窮人但能預(yù)測(cè)未來趨勢(shì)。</p><p>　　與豪華市場(chǎng)的西方世界，中國(guó)的消費(fèi)者有自己獨(dú)

7、特的特點(diǎn)。典型的形象，可概述如下：</p><p><b>　　主要消費(fèi)市場(chǎng)</b></p><p><b>　　傳統(tǒng)的商業(yè)精英</b></p><p>　　在我國(guó)，傳統(tǒng)的奢侈品購(gòu)買者通常是男性并超過35個(gè)。他們最有可能擁有一個(gè)高級(jí)職位與國(guó)內(nèi)企業(yè)或政府機(jī)構(gòu)。他們消費(fèi)奢侈品產(chǎn)品的時(shí)間比其他的細(xì)分市場(chǎng)更長(zhǎng)，他們的口味是，在某些

8、方面，比其他奢侈品購(gòu)物更先進(jìn)。他們有更多的購(gòu)買奢侈品消費(fèi)的經(jīng)驗(yàn)和特殊豪華的產(chǎn)品并不必要如此突顯。他們?yōu)樗麄兊腻X要求更多的價(jià)值，并選擇不僅要放縱自己，對(duì)他們的家人也同樣如此。</p><p><b>　　新的奢侈品購(gòu)物者</b></p><p>　　現(xiàn)代豪華購(gòu)物代表了一系列身份不同的客戶包括企業(yè)家，商界人士及名人。促使他們這樣的一部分是事實(shí)上他們是新富，往往是他們的家庭

9、中第一代在可以負(fù)擔(dān)得起豪華的產(chǎn)品，他們往往比傳統(tǒng)的奢侈品消費(fèi)者更年輕。他們往往20至40 歲，大大小于美國(guó)和歐洲，他們通常是40到70之間。今后，一個(gè)樂觀的看法，這些相對(duì)年輕的中國(guó)消費(fèi)者似乎不太關(guān)心節(jié)能的退休生活。這是一個(gè)重大的影響他們的消費(fèi)習(xí)慣——他們傾向于購(gòu)買最昂貴的項(xiàng)目，他們能夠負(fù)擔(dān)得起，適合他們今天的生活方式。</p><p><b>　　賦予婦女</b></p>&l

10、t;p>　　今天，婦女在我國(guó)已開始獲得經(jīng)濟(jì)獨(dú)立，并達(dá)成他們用自己的錢消費(fèi)奢侈品?，F(xiàn)在35歲以上年輕的中國(guó)婦女，因?yàn)樗鼈兝^續(xù)發(fā)展的社會(huì)和獨(dú)立的經(jīng)濟(jì)，取代了商人的主要購(gòu)買奢侈品，?，F(xiàn)代女性的豪華購(gòu)物包括獨(dú)立的商業(yè)女性，名人和新富的妻子。</p><p><b>　　消費(fèi)特點(diǎn)</b></p><p><b>　　品牌意識(shí)</b></p>

11、;<p>　　許多中國(guó)人仍然無法鑒別和區(qū)分不同階層的豪華車市場(chǎng)；很大比例國(guó)家的大開銷往往只知道最流行的奢侈品牌。</p><p><b>　　美的感知</b></p><p>　　中國(guó)婦女尋求更容易，包容形式美感。特點(diǎn)，造成吸引力。因此，在廣告中，中國(guó)消費(fèi)者希望看到中國(guó)臉孔。有一個(gè)真正的偶像，外國(guó)名人也將欽佩中國(guó)的專門知識(shí)，權(quán)力和地位。</p>

12、;<p><b>　　假冒商品</b></p><p>　　大部分中國(guó)新富希望真正的產(chǎn)品，但作為一項(xiàng)規(guī)則中國(guó)的價(jià)格意識(shí)比日本更多，并且年輕消費(fèi)者都表現(xiàn)出愿意混合真正的廉價(jià)仿制品的產(chǎn)品。奢侈品牌將希望被改變，內(nèi)地消費(fèi)者在一段時(shí)間內(nèi)會(huì)發(fā)生，從而消除了接受任何東西，除了真正的東西。</p><p><b>　　購(gòu)物樂趣</b></p

13、><p>　　“廣場(chǎng)文化”已抵達(dá)中國(guó)，并且購(gòu)物正在成為越來越受歡迎的休閑活動(dòng)。亞洲零售雜志預(yù)測(cè)，到2020年中國(guó)將成為國(guó)內(nèi)世界第7個(gè)10大購(gòu)物中心。日益普及的商場(chǎng)，通過加強(qiáng)品牌意識(shí)和較高的期望，應(yīng)有助于增加市場(chǎng)規(guī)模的豪華產(chǎn)品。</p><p><b>　　旅行購(gòu)物</b></p><p>　　中國(guó)國(guó)民表現(xiàn)出強(qiáng)烈傾向于從國(guó)外購(gòu)買高檔產(chǎn)品，有兩個(gè)原因。

14、首先，設(shè)計(jì)師的精品店購(gòu)物，在歐洲保證貨物不偽造，他們不能百分之百地相信，在中國(guó)購(gòu)物時(shí)，美國(guó)一些商店。其次，高稅和進(jìn)口稅意味著主要土地價(jià)格可高達(dá)百分之三十高于其他地方。中國(guó)公民更多的旅行和更多的出國(guó)，國(guó)外旅行繼續(xù)限制取消中國(guó)游客，已經(jīng)成為一些主要買家來自歐洲著名的品牌。法國(guó)旅游局認(rèn)為，中國(guó)游客已經(jīng)比美國(guó)或其他歐洲國(guó)家游客花費(fèi)更多的奢侈品。增加市民的購(gòu)買力，海外中國(guó)消費(fèi)者進(jìn)一步加強(qiáng)了人民幣升值和增加，使人們可以容易購(gòu)買。</p>

15、<p><b>　　動(dòng)機(jī)</b></p><p>　　為什么中國(guó)消費(fèi)者購(gòu)買奢侈品品牌向消費(fèi)者承擔(dān)的相似之處在其他國(guó)家，但研究發(fā)現(xiàn)，由TNS知覺地位和自我獎(jiǎng)勵(lì)是兩個(gè)特別強(qiáng)烈刺激的中國(guó)人的因素。在這些調(diào)查中，購(gòu)買奢侈品牌的態(tài)度絕大部分是積極的。</p><p>　　因此，在中國(guó)，消費(fèi)的奢侈品非常項(xiàng)目-驅(qū)動(dòng)，這意味著消費(fèi)者尋求最新的樣式或產(chǎn)品。目前，消費(fèi)往往是

16、側(cè)重于個(gè)人的配件，如化妝品，香水，手表，小的飾品，可以正當(dāng)?shù)幕貓?bào)。這是不同于較為發(fā)達(dá)的市場(chǎng)，消費(fèi)者往往尋求豪華經(jīng)驗(yàn)或產(chǎn)品，更適合個(gè)人口味。</p><p><b>　　附：外文原文</b></p><p>　　Luxury Marketing in China</p><p>　　一、Market size</p><p&g

17、t;　　With continuous double-digit economic growth for over 20 years, China is estimated to become the word’s third largest economy ,with a GDP of approximately RMB27 trillion in 2008，according to preliminary estimates by

18、the World Bank．The rapid economic development has encouraged consumers to move away from the savings culture of older generations．China is now the world’s third largest consumer of luxury goods, accounting for 12 percent

19、 of global sales;according to one of the world’s leading financi</p><p>　　0f course, only a tiny fraction of China’s huge population can afford to spend thousands of RMB on a bag or a pair of shoes, but man

20、y experts argue that China can become a huge luxury market with a comparatively low purchasing rate because of its huge population of 1.3 billion.While those with the wealth to buy luxury goods are still spread extremely

21、 thin,the number of rich Chinese is growing quickly．In 1999 you only neededUS$6 million to be among For bes Magazine's 50 richest people in China，w</p><p>　　Target customers’ image</p><p>　　

22、The luxury market in the Chinese mainland is still in its formative stage．As Chinese consumers turn toward luxury goods as a means of rewarding themselves,or as a symbol advertising their wealth，growth of this market in

23、the world’s most populous country could boost Asia’s share of world luxury sales to 60 percent.The younger generations have moved away from the savings culture of their parents, with a new philosophy of“enjoy life today”

24、.They have become more in sync with global trends, thanks th</p><p>　　Compared with the luxury markets of the western world，China’s consumers have their own unique characteristics．The typical image of this g

25、roup can be outlined as follows：</p><p>　　1)key consumer segments</p><p>　　■The traditional business elite</p><p>　　In China，the traditional luxury shopper is typically male and ove

26、r 35.They most likely hold a senior position with a domestic company or a government agency．They have been consuming luxury products for a longer period than other segments of the market,and their tastes are，in some resp

27、ects，more sophisticated than those of other luxury shoppers． They have more luxury experience and shop for niche luxury products which are not necessarily so conspicuous．They demand more value for their money and ch</

28、p><p>　　The new luxury shopper</p><p>　　Modern luxury shoppers represent a range 0f different customers including entreprneurs．business people and celebrities．What sets them apart is the fact that

29、they are newly rich —very often the first generation in their family who can afford 1uxury products—and they tend to be younger than traditiona luxury shoppers．They are often between 20 and 40，considerably younger than s

30、hoppers in the U.S．a(chǎn)nd Europe that are usually between 40 and 70．With an optimistic view of the future，these relatively you</p><p>　　Empowered women</p><p>　　Today, women in China are starting t

31、o gaine conomic independence and are reaching a point where they have money of their own to spend on luxury products．Young Chinese women are now replacing businessmen over 35 as the main purchasers of luxury goods as the

32、y continue to grow in social and economic independence．The modern female luxury shopper ineludes the independent business woman，the celebrity and the newly rich wife．</p><p>　　2)consumer characteristics</

33、p><p>　　■Brand awareness</p><p>　　Many Chinese are still having trouble differentiating and distinguishing between the various strata of the luxury market;a large percent age of the country’s big s

34、penders are often only aware of the most</p><p>　　popular luxury brands .</p><p>　　■ Perception of beauty</p><p>　　Chinese women seek a more accessible，in clusive form of beauty．Fea

35、tures that cause an individual to stick out are generally not perceived as attainable or attractive．Therefore．in advertising,Chinese shoppers prefer to see Chinese faces．a(chǎn)lthough a truly iconic foreign celebrity will als

36、o work because Chinese admire expertise，power and status．</p><p>　　■ Counterfeif goods</p><p>　　Most newly wealthy Chinese want authentic products,but as a rule the Chinese are far more price-co

37、nscious than the Japanese，and younger consumers have shown a willingness to mix cheap imitations with genuine products．Luxury brands will be hoping that a change in the attitudes of mainland shoppers will occur over time

38、, eliminating the acceptance of any thing but the genuine article．</p><p>　　■ Shopping for pleasure</p><p>　　“Mall culture”has arrived in China and shopping is becoming an increasingly popular l

39、eisure activity．Retail Asia magazine predicts that by 2020 China will be home to seven of the world’s ten largest malls．The growing popularity of shopping malls should help to increase the market size for luxury products

40、,through strengthened brand awareness and higher aspirations．</p><p>　　■ Travel purchases</p><p>　　Chines enational shave shown a strong preference for purchasing luxury products from abroad for

41、 two reasons．First，shopping at designer boutiques in Europe guarantees that the goods are not counterfeit，some thing they cannot be 100 percent sure of when shopping at some stores in China．Secondly．higher taxes and impo

42、rt duties mean that mainland prices can be as much as 30 percent higher than else where．Chinese citizens are traveling more and spending more abroad，as travel restrictions continue to b</p><p>　　Motivation&l

43、t;/p><p>　　The reasons why Chinese consumers purchase luxury brands bear similarities to consumers in other countries, but research by TNS found that perceived status and self –reward were two particularly stro

44、ng motivators in China．Among those surveyed，attitudes towards luxury brands were over whelmingly positive.</p><p>　　Therefore，in China，consumption of luxury goods is very much item-driven,meaning consumers s

45、earch for the latest style or products．Presently，consumption tends to befocused on personal accessories，such as cosmetics，perfume and watches-smaller items that can be justi-fled as rewards．This is different from more de

46、veloped markets where consumers tend to seek luxury experiences or products that are tailored more to their personal tastes．</p><p><b>　　外文原文出處二：</b></p><p>　　著者：Linqi Gao</p>

47、<p>　　題名：The luxury brand marketing strategy</p><p>　　資料來源: 美中經(jīng)濟(jì)評(píng)論，2006，（7）：83~85</p><p>　　中國(guó)奢侈品市場(chǎng)營(yíng)銷戰(zhàn)略</p><p>　　面臨新進(jìn)入中國(guó)的豪華車市場(chǎng)正在加緊； 市場(chǎng)已變得更加擁擠，表明越來越多的豪華品牌所承認(rèn)的中國(guó)消費(fèi)者。然而，這些主要消費(fèi)者，幾乎

48、有一半的人前往香港或其他海外地點(diǎn)，奢侈品的價(jià)格往往是百分之二十到三十較低，主要是由于缺乏我國(guó)僵硬的進(jìn)口稅。根據(jù)奢侈品類，百分之五十的銷售在香港的豪華品牌店鋪，以中國(guó)的國(guó)民居多；這是對(duì)零售商的一個(gè)重大挑戰(zhàn)。一些品牌如菲拉格慕，登喜路或雨果博斯大陸開設(shè)的商店，專營(yíng)，并有大型金融股份，使這些商店取得成功，以便找到更多的合作伙伴，并繼續(xù)增長(zhǎng)。除其他好處外，能夠創(chuàng)造利潤(rùn)增長(zhǎng)薄中奢侈品零售商將有助于吸引和留住最優(yōu)秀的人才。虧損意味著他們將不太可能提

49、供有競(jìng)爭(zhēng)力的薪金和獎(jiǎng)勵(lì)，并提供充分的機(jī)會(huì)，及他們的專業(yè)工作人員。</p><p>　　一些中國(guó)主要的土地的最積極的奢侈品零售商正致力于在國(guó)內(nèi)建立銷售。重點(diǎn)放在“啟動(dòng)器”奢侈品江蘇的方式之一。例如，商店在上海的高檔購(gòu)物中心恒隆廣場(chǎng)的功能有多種選擇性，較昂貴的寶石飾品，移動(dòng)電話的案件，皮革鑰匙持有人或太陽鏡，以及入門級(jí)的手表。對(duì)這些更便宜的東西與香港價(jià)格差異小，不值得額外的旅行費(fèi)用和麻煩。這些飾品也將重點(diǎn)針對(duì)中國(guó)的中

50、產(chǎn)階層消費(fèi)者對(duì)奢侈品牌的渴望和目標(biāo)，使他們成為?？?。</p><p>　　這些新的競(jìng)爭(zhēng)者，最重要的營(yíng)銷策略是品牌。品牌定位是奢侈品具有獨(dú)特的價(jià)值，有針對(duì)性的一部分。這是有關(guān)這一立場(chǎng)溝通與信息和媒體引起強(qiáng)烈感情和經(jīng)濟(jì)的反應(yīng)。品牌建設(shè)在中國(guó)需要耐心，持續(xù)的投資和強(qiáng)有力的分布在其他市場(chǎng)。即使古奇，它在中國(guó)經(jīng)營(yíng)了十年，最近指出，它的大陸業(yè)務(wù)僅盈利為三年。精明的消費(fèi)者。特別是利基品牌，將需要努力工作，當(dāng)然不能承擔(dān)，他們將立

51、即予以承認(rèn)。奢侈品牌，包括手表，時(shí)裝，香水，化妝品，珠寶首飾，汽車及烈酒，需要一個(gè)非常強(qiáng)大的國(guó)際存在，在中國(guó)才可以建立自己的。迄今為止，最成功的產(chǎn)品在我國(guó)是那些已經(jīng)建立強(qiáng)大的品牌在世界各地，如路易威登，范思哲，喬治阿瑪尼，蘭蔻，施華洛世奇，卡地亞，蒂凡尼，等等。</p><p>　　看我國(guó)任何品牌的成功的奢侈品市場(chǎng)應(yīng)把重點(diǎn)放在三個(gè)關(guān)鍵戰(zhàn)略：</p><p><b>　　收取高價(jià)格

52、</b></p><p>　　對(duì)于奢侈品在中國(guó)市場(chǎng)的價(jià)格不是一個(gè)障礙，而收費(fèi)的最高價(jià)格在某一類甚至可以菜豆優(yōu)勢(shì); 傳達(dá)訊息， “最昂貴的是最好的” —— 一個(gè)關(guān)鍵的事實(shí)或消費(fèi)者的奢侈品購(gòu)買。</p><p><b>　　品牌必須是國(guó)際的</b></p><p>　　現(xiàn)在的國(guó)際品牌在中國(guó)具有巨大的吸引力，是主要驅(qū)動(dòng)力背后購(gòu)買的奢侈品。

53、中國(guó)消費(fèi)者希望被看作是國(guó)際和希望看到使用同一品牌，與國(guó)際同行; 他們不喜歡國(guó)際品牌的本地化太多。</p><p>　　不要只著眼于個(gè)人高凈值</p><p>　　甚至中產(chǎn)階級(jí)中會(huì)節(jié)省資金，以支付一定的高價(jià)物品。成功的營(yíng)銷努力將決定誰的客戶數(shù)量可以撤出中等收入者。這不是一個(gè)成熟的市場(chǎng)，使其成為重要的是抓大的份額，今天盡可能，建立品牌的忠誠(chéng)度，使這些客戶增長(zhǎng)，品牌的未來。</p>

54、<p><b>　　附：外文原文</b></p><p>　　The luxury brand marketing strategy</p><p>　　Challenges facing new entrants into China’s luxury market are intensifving;the market has become more

55、crowded，indicated by the rising number of Iuxury brands recognized by Chinese consumers．However, of those mainland shoppers,almost half of them head to Hong Kong or other overseas locations ,where the prices for luxury g

56、oods tend to be 20 percent to 30 percent lower，largely due to the absence of China’s stiff import tax．Depending on the luxury category，up t0 50 percent of sales in</p><p>　　HongKong’s luxury-brand outletsare

57、 made to Chinese nationals;this represents a significant challenge to retailers .Several brands like Ferragamo．Dunhill or Hugo Boss have opened mainland stores with franchisees，and have a big financial stake in making th

58、ese stores succeed，in order to find more partners and continue growth．Among other benefits,creating profitable growth in China will help luxury retailers attract and retain the best talent．Losing money means they’ll be l

59、ess likely to offer compet</p><p>　　Some of main land China’s most aggressive luxury retailers are working to build up sales at home．Focusing on“starter”luxury items is one approach．</p><p>　　Fo

60、r example, the stores at Shanghai’s upscale Plaza 66 shopping center feature a wides election of small,less-expensive accessories like jeweled mobile phone cases，1eather key holders or sun glasses．a(chǎn)s well as entry-level

61、watches．The price difference with Hong Kong on these more afford able items is small,and not worth the extra travel cost and hassle．These items will also focus on introducing China’s middle-class shoppers to luxury brand

62、s with the goal of making them regular customers.</p><p>　　To those new entrants，the most important marketing strategy is branding ．Branding is about positioning luxury goods that have a distinctive value to

63、 targeted segments .It is about communicating that position with messages and media that evoke a strong emotional and economic response ． Brand-building in China requires patience ，sustained investment and strong distrib

64、ution as in other markets .Even Gucci,which has operated in China for a decade, recently stated that its mainland operations have on</p><p>　　Any brand looking to succeed in China’s luxury market should focu

65、s on three key strategies：</p><p>　　1)Charge high prices </p><p>　　For luxury marketing in China price is not a barrier，where charging the highest price in a given category can even bean advanta

66、ge；communicating the message that“the most expensive is the best”—a key fact or for consumers’ luxury purchases．</p><p>　　2)the brand must be international</p><p>　　The status of international b

67、rands in China has enormous appeal，and is a major driver behind the purchasing of luxury goods．Chinese consumers want to be seen as international and want to be seen using the same brands as their international counterpa

68、rts；they do not like international brands that are localized too much ．</p><p>　　3)Do not focus only on high net worth individuals</p><p>　　Even middle-class Chinese will save money to pay for c

69、ertain high priced</p><p>　　items．The success of marketing efforts will determine the number of customers who can be pulled from the middle-income bracket．It 's not a mature market，making it important to