By Shaun Rein由肖恩悬崖勒马
This commentary is based on an article appeared in这篇评论是基于一篇文章，出现在 Forbes 福布斯

While massive amounts of money is being spent on marketing in the run-up to the Olympics to capture China 250 million strong emerging middle class, unfortunately most marketing campaigns are failing to deliver the results that the sponsors like Coca-Cola or Adidas were hoping for. 而大量的钱是被用在市场营销，在运行到奥运会捕捉中国2.5亿强烈新兴的中产阶级，最不幸的营销活动是未能向巴勒斯坦人提供的结果是，提案国像可口可乐或阿迪达斯希望通过。 My latest piece looks at the effectiveness of Olympics sponsorship and whether or not it is helping companies win the hearts, minds, and wallets of China’s middle class. 我最新的作品看的成效，奥运会赞助和不论它是否帮助公司赢得人心，人心，钱包，中国的中产阶层。 Some of the results were surprising: 一些结果令人吃惊：

1) the vast majority of respondents said that they did not care who the official sponsor was when trying to make a purchase and in most categories people had little idea who the official sponsor was. 1 ） ，绝大多数的受访者表示，他们并不关心谁是官方赞助商是当试图作出购买，而且在大多数类别的人不多的想法是谁，是官方赞助商。 Instead, consumers were more concerned with the quality and safety of the product and how the brand image fit with their lifestyle.相反，消费者更关心质量和安全的产品，以及如何品牌形象，适合他们的生活方式。

2) The results of the research show that consumers are becoming more brand loyal than ever before and are not as price sensitive as many marketers believe. 2 ）研究结果表明，消费者越来越品牌的忠诚比以往任何时候都不能作为价格敏感，因为许多营销人员相信。 Thus, it is important for companies to track their customers better and develop customer relationship management techniques through better loyaty programs.因此，这是很重要的公司来追踪他们的客户提供更好的发展和客户关系管理技术，通过更好的loyaty程序。

Critically, companies can charge a premium for their products if they position their brands strongly in the minds of consumers and make their products indispensable for the Chinese consumer.关键的是，公司可以收取的保费为他们的产品，如果他们的立场，其强烈的品牌在人的头脑中的消费者和使他们的产品不可缺少的中国消费者。

3) The importance of the point of sale for many product categories is emerging as a critical component of the decision-making process for many consumers. 3 ）的重要性，该销售点对于许多产品分类正在成为一个重要组成部分的决策过程，很多消费者。 Companies need to create the right ambiance at the point of sale to build trust with consumers.公司需要营造合适的氛围，在销售点，以建立信任与消费者。

4) While most companies like Visa or the China State Electric Grid did not get benefit from being an official sponsor, companies whose products were associated with the Olympics did — such as beverages like Pepsi and sports apparel — did get a bump. 4 ） ，而大多数公司一样，签证或中国的国家电网没有得到好处，从作为一个官方赞助商，这些公司的产品均与奥运做-如饮料一样，百事可乐和体育服装-没有得到一撞。 It is crticially important that companies build long-term branding campaigns and choose celebrities that fit with their product lines.这是crticially重要的是，公司建立长期的品牌广告系列，并选择名人最适合他们的产品线。

Now is the time for companies to shape the market towards them as Chinese consumers are becoming brand loyal and have the means to buy in spite of increasing inflation.现在是时候了，为公司形成市场对他们为中国消费者正在成为品牌的忠诚和有能力购买尽管越来越多的通货膨胀。 It is important for companies to understand what Chinese consumers want and then position their brands with a long-term and unified strategy.这是很重要的公司，以了解中国消费者想要的位置，然后自己的品牌与一个长远的和统一的战略。

Shaun Rein is the founder and managing director of the 肖恩悬崖勒马是创办人及董事总经理的 China Market Research Group 中国市场研究集团 (CMR), a market intelligence firm that helps companies make smarter decisions in China. （ CMR公司） ，市场情报公司，帮助企业作出更明智的决定在中国。