为何赢得中国消费者比想象中难?

又一个跨国巨头折戟中国,这一次是图书大鳄贝塔斯曼。这样类似的跨国巨头还有很多。它们为何没能搞定中国消费者?或者说,为何赢得中国消费者比想象中难?为了解答这一致命疑问,埃森哲咨询公司两年前启动了一项

Why Winning the Wallets of China's Consumers is Harder Than You Think

Again, one MNC failed in China.This time, it's Bertelsmann's turn.There are more such MNC failure lists.The main question is, Why can't they handle with China's consumers? Or,why winning the wallets of China's consumers is harder than they think? To answer it, Accenture conducted a specific survey 2 years ago.It turns out that misunderstanding the complicated and fast changing market will put companies into great danger. On one hand, Chinese consumer market is,in fact, a matrix of microsegments that can be ...