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胡润调研_中国高净值人群情谊往来白皮书2017年_68页

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高净值人群 白皮书
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文本描述
1
欢迎阅读MEC尚扬媒介与胡润
百富合作发布的《中国高净值人群情
谊往来白皮书》

中国赠礼文化和行为是非常值
得探讨的议题。从过去到现在,尽
管人们赠礼的原因和影响因素有所
变化,但它的重要性却始终不变

而要洞悉消费者赠礼的意识、需求
和行为,则须将视角根植于中国的
文化和社会背景

中国在赠礼文化和行为上有其独
到之处,它受到关系和人情文化的深
远影响。关系和人情文化源于中国儒
家的社会哲学,既强调人际关系的重
要性,又讲究人际间亲疏有别的层级
关系,从而维护社会和经济秩序

在中国,礼物所承载的意义是亘
古不变的。即便在当下,赠礼仍深度
渗透于国人的生活,尤其对于高净值
人群而言,赠礼在他们的生活中发挥
着愈发重要的作用

Welcome to the MEC China
HNWI Gifting White Paper, pro-
duced in partnership with Hurun.
Gifting is a fascinating subject,
though the motivations and infu-
ences have changed over time, it
is as relevant and important now
as it ever has been. To truly under-
stand consumers’ mindset, needs
and behavior when it comes to
luxury gifting we have to ground
our insight in cultural and societal
infuence.
China is unique in the world
in gifting behavior; the ideas of
Guanxi and Renqing are deeply
rooted in the Chinese social phi-
losophy of Confucianism, which
stresses the importance of rela-
tionships and associating oneself
with others in a hierarchical man-
ner, in order to maintain social and
economic order.
The meaning of gifting has
been carried through thousands
of years’ history. Now in modern
China, it is deeply immersed in
people’s lives, and particularly for
high net worth individuals (HNWIs)
plays a more critical role than ever
before.
序言
PREFACE
高顿 Gordon Domlija
尚扬媒介中国首席执行官
MEC China CEOMEC旨在基于消费者洞察
帮助企业和品牌开拓其与
消费者连接的机会点
At MEC we are driven by
a desire to understand
consumers and thereby
create opportunities
to connect people with
experiences
中国的礼品市场正蓬勃发展。消费者越来越注重物质
之外的满足,也越来越重视身边的关系网络,因而,他们的
赠礼参与度也越来越高。与此同时,各行各业也充溢着形式
多样的礼品营销,这也为消费者提供了更多的礼品选择、赠
礼场合和概念,同时为品牌自身创造了更多的商机

MEC旨在基于消费者洞察,帮助企业和品牌开拓其与
消费者连接的机会点。在白皮书中,我们的洞察和观点源
自于对中国关系文化的深入理解,以及关系文化对赠礼需
求和行为的影响。我们介绍了中国关系文化和人情社会的
定义与特点,阐释了赠礼在其中所扮演的角色。通过阅读
白皮书,您可以了解赠礼在中国的重要性,了解中国人为
何赠礼、给谁赠礼、赠什么礼、何时赠礼以及如何赠礼的
讲究和门道。同时,通过专属的研究和策划方法论,MEC
MOMENTUM,我们归纳了高净值人群在赠礼决策中的每
一个关键阶段,以及在每一个阶段上的影响因素。我们的深
度解读从多个维度揭示了研究赠礼这个议题的价值,以及其
中所蕴含的商机

希望这本白皮书可以让您更深入地了解中国人如何赠
礼,特别是高净值人群在赠礼上的文化和讲究,帮助您探寻
到潜在的商业机会

阅读愉快

The gifting market in China is developing rap-
idly. Consumers are attracted to experience beyond
material satisfaction, while more attention to the
Guanxi network is leading to higher involvement and
consideration in gifting. At the same time increas-
ing gifting choices, occasions and concepts that are
promoted by marketers across different categories
are creating more opportunities for individuals and
brands.
At MEC we are driven by a desire to under-
stand consumers and thereby create opportunities
to connect people with experiences. In this white
paper, our analysis and point of view is rooted in a
profound understanding of Chinese culture, and
how it impacts gifting needs and behavior. We intro-
duced the defnition and special characteristics of
Chinese Guanxi and Renqing-oriented society, and
the role that gifting plays. You can read our discov-
ery of the importance of gifting and the insight that
goes into fundamental questions such as who, what,
where and how gifting purchase decisions are made.
Through our proprietary research and planning
approach, MEC Momentum, we identifed what really
matters to HNWIs in terms of gifting at the critical
stages of their decision making journey. This deep
analysis reveals the value of understanding this topic
from multiple and critical dimensions, and what op-
portunities it brings.
I hope this White Paper will help you understand
more about Gifting in China, particularly for modern
HNWIs, and help you fnd potential opportunities to
grow your business.
Enjoy reading.目录
序言
PREFACE
开篇
OPENING
中国高净值人群规模
SCALE OF CHINESE HNWIS
看点概览
INTERESTING FINDINGS
第一章:解读中国式“关系”
CHAPTER 1: CHINESE GUANXI
第二章:高净值人群赠礼行为概览
CHAPTER 2: OVERVIEW OF HNWIS' GIFTING BEHAVIOR
第三章:对核心群体赠礼的行为
CHAPTER 3: GIFTING BEHAVIOR FOR CORE GROUPS
第四章:高净值人群奢侈品赠礼态度及行为
CHAPTER 4: HNWIS' ATTITUDE & BEHAVIOR OF LUXURY GIFTING
关于MEC尚扬媒介
ABOUT MEC
关于胡润百富
ABOUT HURUN
研究方法及版权声明
RESEARCH METHODS & COPYRIGHT STATEMENT
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CONTENT57
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