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&Ogilvy&Mather&Ogilvy&MatherGenie?激励一代Astudyaboutpeople,notconsumers!这是一个关于人的研究,而非消费者研究20-29yearoldsurbaneducatedeliteinSouth,East&SouthEastAsia针对东亚,南亚,东南亚的20-29岁城市菁英而作Astudyaboutunderstandingtheirpsyche这个研究欲探索这群年轻一代心里的想法theirvaluesnotbehaviorandattitudesunlikeotherstudies不同于其他的研究调查,只针对他们的价值观,而非行为与态度&Ogilvy&MatherScaleAndScopeOfTheStudy研究的规模与范围Full-scaleQualitativeResearch66extendedcreativitygroupsin14cities大规模的质化调查,横跨14个城市,66场座谈会Full-scaleQuantitativeResearch7,000interviewsin9keymarkets大规模的量化调查-9个主要市场中的7000个受访者TrendGuruInterviews27respectedopinion-formersin9keymarkets趋势专家的专访-9个主要市场的27位重要的专家&Ogilvy&MatherGenie?激励一代TheGENerationwhoIndependentlyEngageinsociety一个独立地融入参与社会的一代IndependenceEngagement独立融入参与&Ogilvy&MatherGenie激励一代Engageinsocietywhileassertingindependenceanddesirecontrolledfreedom在主张独立的同时,也融入参与社会之中,他们要的是一种有限制的自由Asian亚洲&Ogilvy&MatherGenie(激励一代)Engageinsocietywhileassertingindependenceanddesirecontrolledfreedom在主张独立的同时,也融入参与社会之中,他们要的是一种有限制的自由Asian亚洲GenerationX(X一代)Disengagefromsocietybycreatingtribalcultureanddesiretotalfreedom透过创造自我族群的文化来与社会脱离,他们追求的是完全的自由Western西方&Ogilvy&Mather揃eingself-centredshouldcoexistwiththevaluesofthewholesociety?(Beijingmale)?应该同时融入整个社会的价值观?(来自一位北京男性的意见)&Ogilvy&Mather6RulesOfEngagement激励一代参与社会的六项方式GenieMachineSystem=treadmillofsuccess社会机制-为了成功而单调的工作&Ogilvy&Mather6RulesOfEngagementGenieMachineSystem=treadmillofsuccess社会机制-为了成功而单调的工作MaskThefrontIhavetoputon面具-必要的防卫&Ogilvy&Mather6RulesOfEngagementGenieMachineSystem=treadmillofsuccess社会机制-为了成功而单调的工作MaskThefrontIhavetoputon面具-必要的防卫MarriageMydestiny婚姻-必要的过程&Ogilvy&Mather6RulesOfEngagementGenieMachineSystem=treadmillofsuccess社会机制-为了成功而单调的工作MaskThefrontIhavetoputon面具-必要的防卫MarriageMydestiny婚姻-必要的过程MoneyBuysopportunity钱-可以买到机会&Ogilvy&Mather6RulesOfEngagementGenieMachineSystem=treadmillofsuccess社会机制-为了成功而单调的工作MaskThefrontIhavetoputon面具-必要的防卫MarriageMydestiny婚姻-必要的过程MoneyBuysopportunity钱-可以买到机会MindsetBalancebetweenselffulfillmentandfamilyobligation心态,一种自我实现与家庭责任的平衡&Ogilvy&Mather6RulesOfEngagementGenieMachineSystem=treadmillofsuccess社会机MaskThefrontIhavetoputon面具MarriageMydestiny婚姻MoneyBuysopportunity钱MindsetBalancebetweenselffulfillmentandfamilyobligation心态MutualityOfrespect-betweensystem&me相互依存-一种自我与社会的相互尊重&Ogilvy&MatherItisalltooeasyfortherealmetoremainbottledup.....真正的自我仍未被发掘UncorkingtheGenie探索激励一代&Ogilvy&MatherTheOuterMeConservative保守的Businesslike条理的Ambitious野心的Confident自信的Fun-loving爱玩的Fanciful(female)幻想的(女性)Humble谦虚的Respectful有礼的Dutiful负责的Frustrated失意的Thoughtful谨慎的Considerate体贴的Iam我是&Ogilvy&MatherTheInnerMeIndependent独立的Efficient效率的Successful成功的Bold大胆的Liberated自由的Carefree无忧的Attractive有魅力的Respected受人尊敬的Admirable令人钦佩的Demanding敢有所要求Creative创意的Caring关心的Iwanttobe我想要变成&Ogilvy&MatherAPatternEmerges这一切所呈现的是......OuterMe外在的我WhatIneed我需要什么Attributes我的特点Input我对社会机制的投入Task任务InnerMe内在的我WhatIwant我想要什么Benefits利益点Output我由社会机制中得到什么Reward回报&Ogilvy&MatherDebunkingSomeMyths揭穿几个谜思&Ogilvy&MatherMyth#1第一个谜思ThereisnosuchthingasanAsianyouth,therearetoomanyculturaldifferences并没有所谓的亚洲年轻一代因为文化间的差异太多了!&Ogilvy&MatherMyth#1第一个谜思Ignoringuniversaltruthsaboutpeoplerestrictsthescopeofbrand-consumerrelationships如果忽略了有关人的共通事实,将会局限品牌与消费者之间的关系.!DANGER注意&Ogilvy&MatherMyth#2第二个谜思ThereisanAsian揋enerasianX?emerging,unhappyandincreasinglyfeelingcut-offfromtherestofsociety一群不愉快,而且日益与社会疏离的亚洲X一代出现了。&Ogilvy&MatherMyth#2第二个谜思A揋enerasianX?doesnotexist;indeedtheydonotseethemselvesaspartofadistinct揼eneration?inthesamewayasyoungpeopleintheWest亚洲并没有X一代;他们并不认为自己像是西方年轻人那般自认为属于一个明显不同的一代。!DANGER注意&Ogilvy&MatherMyth#3第三个谜思YoungpeopleinAsiaaretotallyconsumedbymaterialism.Theydon抰careaboutsociety.亚洲的年轻一代,完全被物质主义所驾驭,他们不关心社会。&Ogilvy&MatherOurtrendgurusalsosupportthismyth.....我们所访问的趋势专家,也支持这样的谜思。&Ogilvy&MatherSelf-CentredApproachToLife以自我为中心的生活方式揟heyonlycareaboutself-interest,orselfpreservation?(Guru-Singapore)ǔV蛔⒁庾约旱男巳び维护自我?新加坡的专家)揈veryoneispracticalandrealistic.Noonewillhelpothersfornothing(Guru-Taiwan)懨扛鋈硕冀簿渴导?没有人会无条件的帮助他人(台湾的专家)揟heybelongtothehyper-warp-speed-to-successgeneration.TheI-want-it-now-yesterdaygeneration?(Guru-Malaysia)他们是讲究快逸速食文化的一代(马来西亚的专家)揟heybelievethattoprofitinlifeistoreallyenjoyit(Guru-Thailand)罘岣粩(泰国的专家)&Ogilvy&MatherSuperficialApproachtoAcquiringThings/Experiences获得事情或经验的表面方式揟heyhavehighambitionsandtendtospendtheirlimitedmoneyonfashionableandtrendyitems(Guru-China)?而且,他们将有限的金钱都花在流行与时尚的东西上?大陆的专家)揈atwell,drinkwellandbeingabletohavefun-thisisthefirstpriority?Guru-HK)摮院玫?喝好的,有乐趣的,是他们的第一优先.(香港的专家)揟heydefinethemselvesbywhattheyhave,whatbrandstheyhave,whattheyhaveacquired,wheretheylive?(Guru-Philippines)?所拥有的品牌,所获得的东西与所居住的地区来为自己定位(菲律宾的专家)Theculturenowadaysisluxuryandmaterialism...norebellionorpoliticalstruggle(Guru-Indonesia)?他们没有反抗,对政治也没有抗争.(印尼的专家)&Ogilvy&MatherMyth#3第三个谜思Aspirationdoesnotoverturntraditionalvaluesofhumility,hardworkandconformism他们对未来的企望,并没有因此推翻谦逊,勤奋与服从的传统价值观.!DANGER注意&Ogilvy&MatherMyth#4第四个谜思Asianshaveanunsophisticatedapproachtobrandsandadvertisingandonlyrelatetorationalmessages亚洲人对品牌与广告接触过程的看法不够成熟,且只注意理性的讯息.&Ogilvy&MatherMyth#4第四个谜思Isthismoreaques
本文标题:GENIE
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