Bringing a product to the Chinese market can be a major hurdle for a burgeoning company looking to expand abroad. But according to a new research in consumer behavior and global marketing, for a Western brand to crack the Chinese market, the name's the thing.
對于一個發(fā)展迅速的公司來說，要想拓展海外業(yè)務(wù)，將產(chǎn)品引入中國市場將是一大難關(guān)。然而，一項針對消費(fèi)者行為和全球市場營銷的新研究指出，對于一個想要拓展中國市場的西方品牌來說，名字是關(guān)鍵。

Young, educated Chinese consumers who are highly bicultural tend to more favorably evaluate brand translations that keep both the sound and the meaning of the original name, says Carlos J. Torelli, a professor of business administration at Illinois.
美國伊利諾斯州的一位工商管理學(xué)教授卡洛斯·J·托列利表示，深受雙元文化熏陶且受過良好教育的中國年輕消費(fèi)者，他們往往會把更多好評給予那些既保留了品牌原名讀音又兼具其含義的譯名。

The study examines how integrative responses to culture mixing, in the context of Western brand names translated into Chinese, can influence consumer evaluations of products.
在西方品牌名稱被譯成中文的情況下，消費(fèi)者對文化交融的綜合反應(yīng)會如何影響其對產(chǎn)品的評價，這項研究對此作出了調(diào)查。

"What we found is that if you're targeting young Chinese consumers, they tend to be more bicultural," Torelli said. "The established view of Chinese consumers is that they are conservative in the sense that they value tradition and conformity, whereas Westerners tend to be more open to new experiences or are individualistic in the sense that they emphasize new things like autonomy and pursuing one's own goals."
托列利說：“我們發(fā)現(xiàn)，如果你把年輕的中國消費(fèi)者作為目標(biāo)客戶，他們往往更傾向于接受雙元文化。中國消費(fèi)者過去給我們的印象是，他們比較保守，也就是說他們重視傳統(tǒng)和一致性；然而，西方人往往更愿意接受新體驗，或者說他們更具個人主義色彩，重視自主權(quán)一類的新事物且注重追求個人目標(biāo)?！?/div>

Younger Chinese consumers, however, were born after the one-child policy and have much more exposure to the West than previous generations.
但是，年輕的中國消費(fèi)者是在實行獨(dú)生子女政策之后出生的，他們比上一代人接觸過更多的西方文化。

"When they are the target, since they are much more westernized in their values, they have a more bicultural mindset. So young Chinese consumers fall somewhere in the middle, modulating between those two poles of valuing tradition and embracing what's new."
“當(dāng)我們把年輕的中國消費(fèi)者定位為目標(biāo)客戶的時候，因為他們的價值觀更加西化，所以他們更容易接受雙元文化。因此年輕的中國消費(fèi)者就處于注重傳統(tǒng)和崇尚新事物的兩種極端主義之間。”

Because of that, the researchers hypothesized that young Chinese consumers would respond much more favorably to cultural mixing.
也因如此，研究員推測年輕的中國消費(fèi)者會更愿意接受文化交融。

"It's a foreign brand that's making an effort, and is respecting and valuing the culture, thereby integrating the Western values of self-expression and autonomy while also paying tribute to traditional Chinese value of conservatism," he said.
他表示，“外國品牌要付出點努力，尊重并重視這種文化，由此在整合注重自我表現(xiàn)和自主權(quán)的西方價值觀的同時，尊重中國傳統(tǒng)的保守主義價值觀。”

For marketers, the benefit is if you're an American or Western European company trying to break into the Chinese market, "you might want to think carefully about adopting a phonosemantic translation for your product," he said.
對營銷人員來說，好處就是，如果你服務(wù)于一家試圖打入中國市場的美國或西歐公司，“你可以仔細(xì)考慮一下為你的產(chǎn)品選擇一個音意皆具的譯名，”托列利說道。

"That might be the best approach, especially if you're targeting this young, affluent, cosmopolitan market."
“特別是當(dāng)你把年輕、富足且見多識廣的人作為目標(biāo)客戶的時候，這可能會是最好的方法?！?/div>

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