男性思维剖析男性世界广告小秘诀

男性思维剖析-男性世界广告小秘诀汤姆·多克托罗夫[简介]智威汤逊-中乔广告公司东北亚区总裁兼大中华区首席执行官当今社会，成功之路日益繁杂，要取得成就，中国的男士们面临着巨大的挑战。他们在想些什么？什么样的广告营销诉求，才能够真正打动男性消费群体？7月3日，来自智威汤逊广告公司的汤姆·多克托罗夫先生在热烈的掌声和轻松的笑声中开始了他对男性思维的剖析。“成功、友谊、爱情，男性世界的永恒主题，也是商业广告中男性角色的共同特征”，多克托罗夫先生从历史视角出发，通过一系列的录像和广告片，指出当今中国男士所感受到的压力来源，为营销人员和广告商们提出了一些颇具洞察力的战略启示。作为智威汤逊广告公司东北亚区总裁兼大中华区首席执行官，汤姆·多克托罗夫先生认为男性消费群体是众多商家瞄准的一个细分市场，却也是营销与广告领域中常常被人们忽视的一个对象。他希望通过和中欧国际工商学院校友们的交流，共同加深对于男性消费群体的了解，从而改善营销战略，使商家能够更好地把握当代中国的男性消费市场。男性思维剖析-男性世界广告小秘诀（根据录音整理并翻译，ＧＥ和ＣＥＩＢＳ版权所有。如需转载，必须先与ＣＥＩＢＳ市场及公共关系部取得联系。）汤姆·多克托罗夫[简介]智威汤逊-中乔广告公司东北亚区总裁兼大中华区首席执行官2003年7月3日注：汤姆·多克托罗夫先生基本上使用英文演讲，但是偶尔也使用了中文。我们在此保持了演讲内容的原来风貌。TodaywearegoingtobetalkingaboutthemindofChinesemen.Thisisactuallytheresultofalotofplansthatwehaveandobservationswehadinthemarketaboutwhatismotivatingmen.Motivating.Thesecretofadvertising-actuallythesecretofbrandloyalty-thesecrettonon-commoditization,thesecrettoChina'sfundamentaleconomicchallenge,whichisofcourseoverproductionandadeflationarypriceenvironmentisthecreationofbrandsthatdemandapricepremium.Thepointisthatadvertisingstartsfromtheconsumerinside.Theconsumerinside.Theconsumerpsychologyiswhatheistoprofit.That'swhereloyaltycomesfrom.Thatisn'tjusttalkingtoanaudience,buthavingadialogue.Whatisaconsumerinside?Aconsumerinsideisfundamental.Itanswersthequestionwhy.它解释根本的东西，根本的行为。Aconsumerinsideexplainsbehaviourandpractice.Aconsumerinsidestopswhenyoucannolongeranswerthequestionwhy.Youknowyouhaveaninsidewhenthereisnomorewhy.SowhatwearegoingtodotodayisultimatelyusingourexperiencetocomeupwithwhatIcallamasterconsumerinside.ThatistheonethingyouwomenneedtoknowaboutChinesementosecuretheirromanticloyalty.Andthenwhatwearegoingtodoistotranslatethatinsideintodifferent,morespecificmarketingapplicationsandadvertisingstrategies.Thisisnotquantitative.不是定量的，是抽象的，是一种概念的。今天的中国，是个历史的机会。Itisthenewera,itisthenewgoldenhorizonthateveryoneofyoucangrabupon.Soeverythingisperfect.Well,youknowfrommylastpresentation,nothingisperfect.Thebestinsidehasconflict.Inallofus,inourheart,wehavesomeconflicts.Arethereunderlyingtensions?NowIhope,asIgoforward,youcantrustmewhenIsay中国男人比美国男人好很多。他们是最厉害的，最激进的，最接受挑战的。他们不是消极的，是积极的，只是他们还有一些弱点。所有文化，都有它们的长处和自己的弱点，对不对？Let'stryto坦诚相待。（VideoshowstheChinesecharacterforman：男）这个是什么？What'sonthetop?田；What'sonthebottom?力，OK?Forourforeignguestshere.ThisistheChinesecharacterforman.ThisisbasicallyChinese.Man'spowerinthefield.Manworkshard.Mandoesnothaveaneasylife.Hehasburden.Hehasresponsibility.Right?InChina,inaConfuciansociety,manhastocarrytheweightofthefamily'ssuccessontheshoulder.Andithasbeenthiswayfor2,500years,3,000years,4,000years,5,000years.Patriarchy,这个是孔子主义的社会。Confuciansocietyisapatriarchicsociety.ConfuciansocietywhichisultimatelywhatChinastillistoday.Historically,womanhasnothadalotofrights.Thewoman'sprimaryobligationistogivebirthtoachild,amaleheir.Themanhastheresponsibilityofsucceedingandprovidingforthefamily.AndithasbeentoughbeingamaninChina.Anditcontinuestobe-toughtobeaguyinChina.Youhavesomanyresponsibilities:成家立业，三十而立,eveninhonouringyourancestors.OK?Soyoudon'thavetojustcareforyourfamily,youdon'tjustcareforyourchildren,notjustextendedfamily,butevendeadpeople.Allright?It'stoughbeingaman.NowinaConfuciansociety,oneofthethingsaboutConfucianism-itssocietyistheworld'sfirstsociallymobilesociety.Bystudyinghard,youcanmoveforward,itisalsoaregimentedsociety,就是说有很多的结构，有很多等级制度的。So,luckily,menalwaysknewwherehestood;menalwaysknewwhetherhewasmeasuringuptowhatasuccessfulmanshouldbe-hasalwaysbeenlikethis.HowwasthisinConfuciansociety?Well,successhasalwaysbeenrelativelynarrow.Thedefinitionofsuccesshasalwaysbeenrelatively窄，比较窄.Societydefinessuccess.Successisnottheindividual.Westerncultureultimatelyreliesontheindividualtodefinehisownsuccess.Asianculture,Confuciancultureprimarilyreliesonasocietystructuraldefinitionofsuccess.Itwasaregimentedpattern.Itwasapatternthatdidnotleavealotofroomforinterpretation.Butonthepositiveside,atleastIknowtheway.Whatwastheway?Thosewhoexcelscholarshipbecomeofficials.Letmetrytoreadthis:学而优则仕.Howaboutthisone?劳心者治人，劳力者治于人Thosewhoworkwithmindrule;thosewhoworkwithstrengthberuled.InChineseConfucianculture,themindwastheultimateweapon.Themindwastheultimateweaponofsuccessonthebattlefieldoflife.Sharpenthemind,masterthemind,youwillsucceed.Butnotjustintelligence-focusingintelligence,structuralintelligence,regimentedintelligence.TherewasaclearhierarchybyabsorbingandunderstandingConfuciantexts,比如说四书五经，等等.AmancouldmoveforwardbybecominganexpertathowConfuciandefinedtheidealsociety,andhowsuccessfuldynastiesandemperorsdefinedtheidealsociety,all-mostly,moreorless,giveortake,theywentuptheywentdown,butthey'restillupthere-Confucianpreceptsamantosucceed.Therewasahierarchy,anarrowhierarchy.Atthebottomofanimperialsocietywerethemerchants-thosewhoworkedwithyourhands.Excuseme,thosewhoworkedwithyourmoney.Actually,thishassomethingincommonwithEuropeintheMiddleAges.Jewishpeople,youknow,我是犹太人.ThereasonwhyJewishpeoplearesogoodwithmoneyisbecausewhenwewerethrownoutofmostoftheEuropeansociety,theonlythingweJewswereallowedtodowasthedangerouswork-touchthemo