尚扬媒介&胡润百富：2017中国高净值人群情谊往来白皮书（68页）.pdf

1、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

2、。 Welcome to the MEC China HNWI Gifting White Paper, pro-duced in partnership with Hurun. Gifting is a fascinating subject, though the motivations and influ-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 behavi

3、or when it comes to luxury gifting we have to ground our insight in cultural and societal influence. 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

4、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 peoples lives, and particularly for high net worth individuals (HNW

5、Is) 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 CEO 2MEC 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

6、，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