1、外文翻译原文MOBILEPHONETERMINALMARKETCHANGESINRETAILTRENDSMATERIALSOURCEMOBILEPHONERETAILMARKETINTHESERVICEOFCONSUMERTRENDSIN2010AUTHORJONATHANGUTMANATPRESENT,MOREANDMORECONSUMERSBUYMOBILEPHONES,INADDITIONTOVALUETHEMOBILEPHONEBRAND,QUALITYANDPRICE,THEPURCHASEENVIRONMENTANDTHEIMPACTOFMOBILEPHONESERVICEATTI
2、TUDEHASBECOMEONEOFTHEKEYFACTORSOFCONSUMPTION,BEFORECONSUMERSBUYMOBILEPHONESLOCATIONISVERYSCATTERED,ASLONGASPHONESWILLBUYTHEIRFAVORITEBUTNOW,MANYCONSUMERSCHOOSEAHOMEAPPLIANCECHAINSTORESORMOBILEPHONECHAIN,THEENVIRONMENTANDSERVICESFORTHEPURCHASEREQUESTMOREAPPARENTWITHFIERCECOMPETITIONINMOBILEPHONERETAI
3、LINDUSTRY,PEOPLEINADDITIONTOTHEMOBILEPHONEBRAND,QUALITYANDPRICESENSITIVE,THEPURCHASEENVIRONMENTANDSERVICEATTITUDEHASBECOMEONEOFTHEFACTORSOFMOBILEPHONECONSUMPTION“FOURORFIVEYEARSAGO,WHERECONSUMERSBUYMOBILEPHONESISVERYSCATTERED,ASLONGASPHONESWILLBUYTHEIRFAVORITEBUTNOW,MANYCONSUMERSCHOOSEAHOMEAPPLIANCE
4、CHAINSTORESORMOBILEPHONECHAIN,ENVIRONMENTANDSERVICESFORTHEPURCHASEREQUIREMENTSMOREAPPARENT“SAYSONEINDUSTRY,WHOPURCHASECONSUMERDEMANDHASQUIETLYCHANGED“WITHTHEMOBILEPHONEMARKETCOMPETITION,THOSEWHOPURCHASEONTHESHOPPINGENVIRONMENT,THESHOPPINGATMOSPHEREANDPROFESSIONALSERVICESTOFURTHERENHANCETHEREQUIREMEN
5、TS“MINISTRYOFMUSICLANGUAGEANDPRESIDENTOFCHINASRETAILBUSINESS,SAIDCHOUMINGXI,RICHMOBILEPRODUCTSANDPROFESSIONALSERVICESISTOWINCONSUMERRECOGNITIONTHEPREMISE,MOREIMPORTANTLY,CREATEEASYANDCOMFORTABLETOTHECONSUMERPURCHASEEXPERIENCECHINAZHONGGUANCUNITONLINEMARKETRESEARCHSITEDATAVALIDATIONOFTHECHOUMINGXIOFT
6、HISVIEW,ACCORDINGTOMARKETRESEARCHCENTERTOPROVIDEMOBILECONSUMERBEHAVIORZDCREPORTSHOWSTHAT317OFCONSUMERSCHOOSETOBUYMOBILEPHONESCHAINOFFRANCHISESTORESASTHEMAINCHANNEL,FARFARMORETHANTHELARGESCALESHOPPINGMALLS,ASINGLEMOBILECOUNTERTHEPROPORTIONOF63CANBESEEN,AGOODPURCHASEENVIRONMENT,PROFESSIONALANDCOMPREHE
7、NSIVESERVICESHAVEBECOMEACONSUMERPURCHASEANIMPORTANTFACTORINPURCHASECHANGESINCONSUMERPURCHASEBEHAVIORHASAROUSEDTHECONCERNOFMOBILEPHONERETAILERS,CONSUMERATTITUDESWHENTHEYMATUREMORERATIONAL,FORMOBILEPHONERETAILERS,WHOMUSTBECONCERNEDABOUTTHEPURCHASEOFTHECHANGINGCONSUMPTIONPATTERNS,WHILERETAILERSMUSTESTA
8、BLISHAMOBILEPHONECORECOMPETITIVEADVANTAGEINCREASECONSUMERDEMANDFORSERVICESANDRETAILERSBUILDBRANDAWARENESS,LANGUAGEOFMUSICISCONCERNED,THEMOSTCRITICALISTOFINDANDESTABLISHTHEIROWN“COREVALUESYSTEM“CLOSEATTENTIONTOTHETARGETCONSUMERGROUPSSUBTLECHANGESINLIFESTYLEANDCONSUMPTIONCONCEPTFACTORSDONOTONLYMEETCON
9、SUMERDEMAND,MOREIMPORTANTISTOGETMORETHANTHEYEXPECTTHESERVICEANDEXPERIENCE“MUSICBYCHINESEPRESIDENTANDCEOOFTUNGPINGCHARGESTHAT“THECURRENTMOBILEPHONERETAILMARKETHAVESHOWNCONSUMPTIONOFPRODUCTSFROMTHESIMPLETOTHECOMPREHENSIVETRANSFORMATIONOFTHESERVICECONSUMPTION,THISTRENDHASMADEPOSITIVEONMUSICADJUSTMENT“I
10、TISLEARNEDTHATMUSICISALREADYATHUNDREDSOFSTORESACROSSTHECOUNTRYLAUNCHEDABRANDUPGRADEPROJECT,THATITSCOHANG,JINFEIHONG,NEWASIA,SNAPSHOTS,ANDOTHERRETAILBRANDSINTHEDOMAINOFTHETIMESUPGRADETOTHEUNIFIEDSTORE“LELANGUAGECOMMUNICATION,“WHILEBEIJING,SHANGHAIANDOTHERPLACESISALSOINTENSEPREPARATIONSFORTHEFLAGSHIPS
11、TOREWHICHISEXPECTEDTOBEOPENEDATTHEENDOFTHEYEARMOBILEPHONETERMINALMARKETFORTHECURRENTFORMOFTHEHOMEAPPLIANCERETAILCHAINSTORES,OPERATORS,MOBILEPHONECHAIN,ONETHIRDOFTHEWORLDPROFESSIONALSITUATION,MUSICLANGUAGEWILLBECLASSIFIEDASCOMPETITIONINTHEMARKETCOMPETITIONINRETAILFORMATSRELATIVETOTHEOTHERTWOFORMATS,T
12、HECOMPETITIVENESSOFMOBILEPHONECHAINISSPECIALIZEDPROFESSIONALSERVICESTHATIS,OPERATORSHAVEMORETHANTHERICHPRODUCTRESOURCES,KNOWBETTERTHANHOMEAPPLIANCECHAINMOBILEPHONEPRODUCTSANDSERVICESMUSICBYTHERETAILINDUSTRYFORTHEFIRSTTIMEINTHEMOBILEPHONEMADE“8ASHOP“CONCEPT,TOCREATE“PRODUCTSANDSERVICESONESTOP“SHOPPIN
13、GEXPERIENCEWITHTHISNEWMODEOFMOBILEPHONERETAILERS,ACCORDINGTOMOBILEPHONESALES,SALESOFACCESSORIES,PERIPHERALSSALES,BEAUTYAREA,THEOPERATORAREA,AFTERSALESAREA,FUNCTIONALAPPLICATIONAREASANDTECHNICALEXHIBITIONAREAOF8TOCOMPLETETHESTORETOUPGRADESERVICESTANDARDSTOMEETTHEPURCHASEINTHERETAILSTORES“BUY,SHOPPING
14、,PLAYING“ALLTHEREQUIREMENTSMUSICBYCONSUMERSINADDITIONTOMOBILERETAILPURCHASE,YOUCANEASILYUPDATETHEMATCHINGACCESSORIES,APPLICATIONDOWNLOAD,MOBILEBEAUTYANDSOONFIRST,THEMOBILEPHONESERVICECONSUMERTOTHECHANGEINCONSUMERMUSICBYCHOUMINGXI,PRESIDENTOFCHINASRETAILBUSINESS,SAID“ASTHEMOBILEMARKETCOMPETITIONINTEN
15、SIFIES,RICHMOBILEPRODUCTSANDPROFESSIONALSERVICESISTOWINTHEPREMISEOFCONSUMERRECOGNITION,MOREIMPORTANTLY,CREATEARELAXEDANDCOMFORTABLETOTHECONSUMERPURCHASEEXPERIENCE“MARKETINGRESEARCHCENTERTOPROVIDEMOBILECONSUMERBEHAVIORZDCREPORTALSOSHOWSTHAT317OFCONSUMERSCHOOSETOBUYMOBILEPHONESCHAINOFFRANCHISESTORESAS
16、THEMAINCHANNEL,FARMORETHANTHELARGESCALESHOPPINGMALLS,ASINGLECELLPHONECOUNTERCHANGESINCONSUMERPURCHASEBEHAVIORHASAROUSEDTHECONCERNOFMOBILEPHONERETAILER,WHENTHEYMATUREANDRATIONALCONCEPTOFCONSUMPTIONINCREASING,THEMOBILEPHONERETAILER,MUSTPAYATTENTIONTOCHANGESINTHEWAYCONSUMERSPURCHASEAREALSONECESSARYTOES
17、TABLISHTHECORECOMPETITIVEEDGEMOBILEPHONERETAILERMUSICBYPHONETHATTHECURRENTRETAILMARKETHAVESHOWNCONSUMPTIONOFPRODUCTSFROMASIMPLEINTEGRATEDSERVICESTOTHETRANSFORMATIONOFCONSUMPTION,THISTREND,MUSICHASMADEAPOSITIVEADJUSTMENTOFLANGUAGECLOSEATTENTIONTOTHETARGETCONSUMERGROUPSSUBTLEWAYOFLIFECHANGESINCONSUMPT
18、IONCONCEPTOFINFLUENCINGFACTORS,NOTONLYDOMEETCONSUMERDEMAND,MOREIMPORTANTISTOGETMORETHANTHEYEXPECTTHESERVICEANDEXPERIENCECURRENTLY,THEMUSICISALREADYATHUNDREDSOFSTORESACROSSTHECOUNTRYLAUNCHEDABRANDPROMOTIONPROJECTS,NAMELYITSCOHANG,JINFEIHONG,NEWASIA,SNAPSHOTS,ANDOTHERRETAILBRANDSINTHEDOMAINOFTHETIMESU
19、PGRADETOTHEUNIFIEDSTORE“LELANGUAGECOMMUNICATION,“WHILEBEIJING,SHANGHAIANDOTHERPLACESISALSOINTENSEPREPARATIONSFORTHEFLAGSHIPSTOREWHICHISEXPECTEDTOBEOPENEDATTHEENDOFTHEYEARSECOND,TOPROVIDEONESTOPSHOPFORTHEPURCHASEBETWEENTHEMOBILEPHONERETAILCHAINPROFESSIONALSCURRENTLYTHEREISASERIOUSHOMOGENIZATION,THELA
20、CKOFOPERATINGINEACHOTHERSDIFFERENCESSOFOCUSONMUSICLANGUAGESERVICESINTHESERVICEASPECTSOFTHEPROJECTANDTOEXPAND,EXPLOREANDMEETTHENEEDSOFPOTENTIALCONSUMERSTHROUGHDIFFERENTIATEDSHOPPINGEXPERIENCE,TOESTABLISHTHEBRANDIMAGEOFTHEMUSICLANGUAGEMUSICBYTHERETAILINDUSTRYFORTHEFIRSTTIMEINTHEMOBILEPHONEMADE“8ASHOP“
21、CONCEPT,TOCREATE“PRODUCTSANDSERVICESONESTOP“SHOPPINGEXPERIENCEWITHTHISNEWMODEOFMOBILEPHONERETAILERS,ACCORDINGTOMOBILEPHONESALES,SALESOFACCESSORIES,PERIPHERALSSALES,BEAUTYAREA,THEOPERATORAREA,AFTERSALESAREA,FUNCTIONALAPPLICATIONAREASANDTECHNICALEXHIBITIONAREATOCOMPLETETHEEIGHTSTOREUPGRADESERVICESTAND
22、ARDSTOMEETTHEPURCHASEINTHERETAILSTORES“BUY,SHOPPING,PLAYING“ALLTHEREQUIREMENTSMUSICBYCONSUMERSINADDITIONTOMOBILERETAILPURCHASE,YOUCANEASILYUPDATETHEMATCHINGACCESSORIES,APPLICATIONDOWNLOAD,MOBILEBEAUTYANDSOON“LELANGUAGEFORCUSTOMERSTOCREATEADAZZLING,HIGHTECHFASHION,RELAXED,APLACEWHEREYOUCANSHARETHEFUN
23、OFHIGHQUALITYNEWPRODUCTS,NEWTECHNOLOGIESANDNEWSERVICES,APLACEWHEREYOUCANPLACETOVISITANDPLAY,ONEMORETHANEXPECTED,ALWAYSASURPRISEPLACE“CHOUMINGXISAID译文手机零售终端市场的转变趋势资料来源手机零售市场的服务性消费趋势2010作者乔纳森古特曼当前，越来越多的消费者在选购手机时，除了看重手机品牌、质量和价格之外，购机环境和服务态度也成为影响手机消费的关键因素之一，以前消费者选购手机的地点很分散，只要有自己中意的手机就会购买。但现在，很多消费者则选择了家电连
24、锁卖场或者手机连锁店，对于购机环境及服务的要求更为明显。随着手机零售产业竞争的激烈，人们除了对手机品牌、质量和价格敏感之外，购机环境和服务态度也成为影响手机消费的因素之一。“四五年前，消费者选购手机的地点很分散，只要有自己中意的手机就会购买。但现在，很多消费者则选择了家电连锁卖场或者手机连锁店，对于购机环境及服务的要求更为明显。”一位业界人士如是说，购机者的消费需求已经悄然发生了改变。“随着手机市场竞争的加剧，购机者对购物环境、购物氛围以及专业服务的要求进一步提升。”乐语中国零售事业部总裁仇明曦表示，丰富的手机产品和专业的服务是赢得消费者认可的前提，更重要的是给消费者创造轻松舒适的购机体验。国
25、内IT网站中关村在线提供市场调研数据验证了仇明曦的这一观点，根据其市场调研中心ZDC提供的手机消费行为报告显示，有317的消费者选择手机连锁专营店作为购买手机的主要渠道，远远超过了大型商场、单一手机柜台63的比例。可见，良好的购机环境、专业全面的购机服务已成为消费者购机的重要因素。消费者购机行为模式的改变引起了手机零售商的关注，当他们的消费观念日益理性成熟时，对手机零售商来说，必须关注购机者消费方式的改变，同时必须建立手机零售商的核心竞争优势。消费者服务需求的提升以及零售商品牌意识的建立，对乐语来讲，最为关键的是找到并建立起自己的“核心价值体系”。密切关注目标消费群体的生活方式的细微变化，消费
26、理念的影响因素。不仅做到满足消费者的需求，更重要的是要超过他们期望所得到的服务和体验。”乐语中国总裁兼首席执行官费东平提到，“当前的手机零售市场已呈现出由单纯的产品性消费向综合的服务性消费的转型，对此变化趋势，乐语做出了积极的调整。”据悉，乐语已经在全国范围内数百家店面启动了品牌升级工程，即旗下协亨、金飞鸿、新亚、飞鸿、中域时代等零售品牌店面统一升级为“乐语通讯”，同时，北京、上海等地的旗舰店也在紧锣密鼓的筹备当中，预计在今年年底陆续开业。对于当前手机零售终端市场形成的家电连锁卖场、运营商、手机专业连锁店三分天下的局面，乐语将市场的竞争归为零售业态的竞争。相对于其他两种业态，手机专业连锁店的竞
27、争力在于服务的专业化。也就是说，比运营商拥有更丰富的产品资源，比家电连锁更懂得手机产品和服务。乐语在手机零售行业中首次提出了“8A店”概念，全力打造“产品和服务一站式”的消费体验这一新的手机零售店模式，按照手机销售、配件销售、周边产品销售、美容区、运营商区、售后区、功能应用区和技术展示区的8项服务标准来完成店面升级，满足购机者在零售店中“买、逛、玩”的所有需求。消费者在乐语手机零售店内除了购机，还可以轻松实现配件配套更新、应用下载、手机美容等。一、手机消费向服务性消费转变乐语中国零售事业部总裁仇明曦先生表示“随着手机市场竞争的加剧，丰富的手机产品和专业的服务是赢得消费者认可的前提，更重要的是给
28、消费者创造轻松舒适的购机体验。”市场调研中心ZDC提供的手机消费行为报告也显示，有317的消费者选择手机连锁专营店作为购买手机的主要渠道，远远超过了大型商场、单一手机柜台。消费者购机行为模式的改变引起了手机零售商的关注，当他们的消费观念日益理性成熟时，手机零售商，必须关注购机者消费方式的改变，同时必须建立手机零售商的核心竞争优势。乐语认为当前的手机零售市场已呈现出由单纯的产品性消费向综合的服务性消费的转型，对此变化趋势，乐语做出了积极的调整密切关注目标消费群体的生活方式的细微变化，消费理念的影响因素，不仅做到满足消费者的需求，更重要的是要超过他们期望所得到的服务和体验。目前，乐语已经在全国范围
29、内数百家店面启动了品牌升级工程，即旗下协亨、金飞鸿、新亚、飞鸿、中域时代等零售品牌店面统一升级为“乐语通讯”，同时，北京、上海等地的旗舰店也在紧锣密鼓的筹备当中，预计在今年年底陆续开业。二、为购机者提供一站式服务目前手机专业零售连锁店之间存在着严重的同质化现象，彼此之间缺乏经营方面的差异。所以乐语着力在服务项目和服务内容方面进行拓展，发掘并满足消费者潜在的需求。通过差异化的购物体验，来确立乐语的品牌形象。乐语在手机零售行业中首次提出了“8A店”概念，全力打造“产品和服务一站式”的消费体验这一新的手机零售店模式，按照手机销售、配件销售、周边产品销售、美容区、运营商区、售后区、功能应用区和技术展示区的八项服务标准来完成店面升级，满足购机者在零售店中“买、逛、玩”的所有需求。消费者在乐语手机零售店内除了购机，还可以轻松实现配件配套更新、应用下载、手机美容等。“乐语将为顾客创造一个琳琅满目、科技时尚、轻松愉悦的地方，一个可以分享高品质有趣的新产品、新技术与新服务的地方，一个可以用来逛和玩的地方，一个超过期待，时时有惊喜的地方。”仇明曦表示。
