年老非衰微 经济亦发烧

英语自学网

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随着社会人口老龄化发展，商家把眼光放在老人家身上。
Hints:
over-fifties
Kim Walker
Silver Group Asia
"Marketing to the Ageing Consumer"
主持：shenyubin
校对：cryforwhat
翻译&注解：cjsfight
答疑：赤_月
口语点评：Mornight
口语节目链接：http://bulo.hujiang.com/menu/2120/item/704706/As the proportion of senior citizens rises in many societies in the West and in Asia, it's not just a negative story for the economy about the rising costs of care, there are also positive opportunities for business to sell goods and services to discerning older people with time on their hands. Marketing gurus have been looking hard at how to target the over-fifties, but it's not a homogeneous group of people. So how do you adjust the adverts and the sales patter? I asked Kim Walker who's the chief executive of Silver Group Asia, a business consultancy looking at mature markets, and the author of "Marketing to the Ageing Consumer". I asked him what makes older people different in marketing terms.
"Basically as we get older, things happen to us, I mean, you know, our physiology changes. So for example, one of the most obvious things is our eyesight starts to deteriorate usually around about the age of 45. And if you carry that through into a marketing context, it has implications in terms of buttons' identification on electronic appliances for example, or the size of type that we use in our communication media. And that's just one element of it. So what we have done is codified the key 25 physiological changes that the body undergoes. And we have linked those to the implications that they have for marketers."随着西方和亚洲许多社会中老年人比例不断上升，社会保障成本的上升对经济体会造成负担，尽管如此，这一现实也促成了积极的契机——针对有空余时间的老年人推销产品和服务。市场营销专家们已经将研究对象锁定在50岁以上的人们，但他们也并不属于一类人。那么怎么样调整广告和销售用语呢？我咨询了Silver集团亚洲地区的首席执行官吉姆·沃克尔，该集团是定位在成熟市场的商业咨询公司，吉姆同时还是“向老龄化消费者推销”这本书的作者。我问他，在市场营销中对待老年人有什么特点。
“基本上当我们变老，有些事情比如说生理上会有变化。例如，最明显的一个事情就是在45岁左右，我们的视力会开始下降。如果将这一现象融入到市场营销背景中去，比如说会启发人们改变电器的按钮识别标志，或者传播媒介字体大小。当然这仅仅是其中的一种。所以我们所做的就是编纂出人体所经历的25个主要生理变化，并将其与暗含的市场策略相结合。”