男性思維剖析-男性世界廣告小秘訣（英文版）.doc61

Today we are going to be talking about the mind of Chinese men. This is actually the result of a lot of plans that we have and observations we had in the market about what is motivating men. Motivating. The secret of advertising - actually the secret of brand loyalty - the secret to non-commoditization, the secret to China 's fundamental economic challenge, which is of course overproduction and a deflationary price environment is the creation of brands that demand a price premium.

The point is that advertising starts from the consumer inside. The consumer inside. The consumer psychology is what he is to profit. That's where loyalty comes from. That isn't just talking to an audience, but having a dialogue. What is a consumer inside? A consumer inside is fundamental. It answers the question why. 它解釋根本的東西，根本的行為。A consumer inside explains behaviour and practice. A consumer inside stops when you can no longer answer the question why. You know you have an inside when there is no more why. So what we are going to do today is ultimately using our experience to come up with what I call a "master consumer inside". That is the one thing you women need to know about Chinese men to secure their romantic loyalty. And then what we are going to do is to translate that inside into different, more specific marketing applications and advertising strategies. This is not quantitative. 不是定量的，是抽象的，是一種概念的。 今天的中國，是個曆史的機會。It is the new era, it is the new golden horizon that everyone of you can grab upon. So everything is perfect. Well, you know from my last presentation, nothing is perfect. The best inside has conflict. In all of us, in our heart, we have some conflicts. Are there underlying tensions? Now I hope, as I go forward, you can trust me when I say 中國男人比美國男人好很多。他們是最厲害的，最激進的，最接受挑戰的。他們不是消極的，是積極的，隻是他們還有一些弱點。所有文化，都有它們的長處和自己的弱點，對不對？Let's try to 坦誠相待。

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