By Shaun Rein由肖恩懸崖勒馬
This commentary is based on an article appeared in這篇評論是基於一篇文章，出現在 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. 而大量的錢是被用在市場營銷，在運行到奧運會捕捉中國2.5億強烈新興的中產階級，最不幸的營銷活動是未能向巴勒斯坦人提供的結果是，提案國像可口可樂或阿迪達斯希望通過。 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，奧運會贊助和不論它是否幫助公司贏得人心，人心，錢包，中國的中產階層。 Some of the results were surprising: 一些結果令人吃驚：

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 ） ，絕大多數的受訪者表示，他們並不關心誰是官方贊助商是當試圖作出購買，而且在大多數類別的人幾乎沒有想法誰是官方贊助商。 Instead, consumers were more concerned with the quality and safety of the product and how the brand image fit with their lifestyle.相反，消費者更關心質量和安全的產品，以及如何品牌形象，適合他們的生活方式。

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 ）研究結果表明，消費者越來越品牌的忠誠比以往任何時候都不能作為價格敏感，因為許多營銷人員相信。 Thus, it is important for companies to track their customers better and develop customer relationship management techniques through better loyaty programs.因此，這是很重要的公司來追踪他們的客戶提供更好的發展和客戶關係管理技術，通過更好的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.關鍵的是，公司可以收取的保費為他們的產品，如果他們的立場，其強烈的品牌在人的頭腦中的消費者和使他們的產品不可缺少的中國消費者。

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，該銷售點對於許多產品分類正在成為一個重要組成部分的決策過程，很多消費者。 Companies need to create the right ambiance at the point of sale to build trust with consumers.公司需要營造合適的氛圍，在銷售點，以建立信任與消費者。

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 ） ，而大多數公司一樣，簽證或中國的國家電網沒有得到好處，從作為一個官方贊助商，這些公司的產品均與奧運做-如飲料一樣，百事可樂和體育服裝-沒有得到一撞。 It is crticially important that companies build long-term branding campaigns and choose celebrities that fit with their product lines.這是crticially重要的是，公司建立長期的品牌廣告系列，並選擇名人最適合他們的產品線。

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.現在是時候了，為公司形成市場對他們為中國消費者正在成為品牌的忠誠和有能力購買儘管越來越多的通貨膨脹。 It is important for companies to understand what Chinese consumers want and then position their brands with a long-term and unified strategy.這是很重要的公司，以了解中國消費者想要的位置，然後自己的品牌與一個長遠的和統一的戰略。

Shaun Rein is the founder and managing director of the 肖恩懸崖勒馬是創辦人及董事總經理的 China Market Research Group 中國市場研究集團 (CMR), a market intelligence firm that helps companies make smarter decisions in China. （ CMR公司） ，市場情報公司，幫助企業作出更明智的決定在中國。