罗兰贝的格中国消费者行为研究.pdf

Roland BeRgeR Strategy ConSultantS Issue 06 09 Study In-depth knowledge for decision makers Chinese Consumer rePorT 2009 Roland BeRgeR Strategy ConSultantS dear Reader, over the past 20 years, roland Berger has conducted more than 80,000 interviews in China with people from all walks of life, giving us unprecedented access to the way Chinese consumers see their world. We have found out about their preferences and dislikes, their hopes and fears, their aspirations and what they are happy with in the status quo. these interviews were mostly held in connection with one of the more than 200 assign- ments we work on in China each year, affording us unrivalled insight into the Chinese mar- ket. For at least 15% of these assignments we have used our roland Berger Profiler tool to analyze the behavior of Chinese customers. Charles-Edouard Bouée, Regional Coordinator Asia, President Managing Partner, to keep on top of developments in 2008/2009 we felt it was important to conduct a large- Greater China scale survey to consolidate our knowledge of this exc