沉浸式翻译 - 文档双语翻译：一键翻译 PDF， ePub 电子书，字幕文件，txt文件

Task 6 – Activity:
任务 6 - 活动：
Customers’ Motivations to Buy
顾客购买的动机

Step 1: Product Overview & Target Market
步骤 1：产品概述 & 目标市场

Your Product (or Service):
您的产品（或服务）：

Describe your product or service briefly.
简要描述您的产品或服务。

What specific problem does your product address?
您的产品解决了什么具体问题？

Why is this problem important to solve?
为什么解决这个问题很重要？

Your Main Target Market:
您的主要目标市场：

Geographic: Location
地理: 位置

Demographics: Age, income, gender, etc.
人口统计：年龄、收入、性别等。

Psychographics: Interests, values, attitudes, etc.
心理图谱：兴趣、价值观、态度，等等。

Step 2: Motivations to Buy
步骤 2：购买动机

Target Market’s Motivations:
目标市场的动机：

Identify at least two types of motivations (rational, emotional, functional, etc.).
识别至少两种动机（理性、情感、功能等）。

Motivation Type 动机类型	Example from Your Product 您产品的示例	Explanation 解释
Functional 功能	Eco-friendly material in packaging 环保材料在包装中	Reduces waste, appealing to customers who prioritize sustainability. 减少浪费，吸引重视可持续性的客户。
Emotional 情感	Traditional design style 传统设计风格	Evokes nostalgia, reminding customers of simpler or cherished times. 唤起怀旧，提醒顾客更简单或珍贵的时光。
Social 社交	Popular with eco-conscious communities 受到环保意识社区的欢迎	Helps customers feel part of a larger movement or trend. 帮助客户感受到自己是更大运动或趋势的一部分。
Rational 理性	Affordable price compared to competitors 与竞争对手相比，价格实惠	Provides logical value, making the product a sensible purchase. 提供了合理的价值，使产品成为明智的购买。
Status 状态	Premium branding and sleek design 高端品牌和流线型设计	Elevates the customer's status by associating them with a luxury brand. 通过将客户与奢侈品牌联系起来，提高客户的地位。

Step 3: Key Features – Benefits and Motivations Mapping
步骤 3：关键特征 – 益处和动机映射

Product Feature 产品特点	Benefit 利益	Motivation Type 动机类型	Explanation 解释	Target Audience 目标受众
Reusable Design 可重复使用的设计	Reduces waste and saves money 减少浪费，节省金钱	Moral purity and environmental responsibility 道德纯洁与环境责任	Promotes sustainability and appeals to eco-conscious consumers. 促进可持续发展，吸引环保意识强的消费者。	Environmentally conscious individuals. 环保意识强的人士。
Premium Look and Feel 高级外观和感觉	Enhances aesthetic and brand image 提升美学和品牌形象	Status and individuality 地位和个性	Makes customers feel exclusive and sophisticated. 让客户感到独特和精致。	Young professionals and executives. 年轻专业人士和高管。
Compact and Lightweight 紧凑且轻便	Easy to carry and convenient to use 易于携带，使用方便	Functional 功能	Provides practicality for on-the-go consumers. 为忙碌的消费者提供实用性。	Students and busy commuters. 学生和忙碌的通勤者。
Customizable Options 可定制选项	Reflects personal style and preferences 反映个人风格和偏好	Emotional 情感	Builds a personal connection with the product. 与产品建立个人联系。	Gift shoppers or creative individuals. 礼物购物者或创意人士。
Affordable Pricing 实惠的价格	Offers great value for money 物超所值	Rational 理性	Attracts budget-conscious buyers who value cost-efficiency. 吸引注重成本效益的预算意识买家。	Budget-conscious families. 注重预算的家庭。

Step 4: Reflection for Presentation
步骤 4：演示反思

How does understanding these motivations help you in creating a marketing strategy?
理解这些动机如何帮助您制定营销策略？

Example: By knowing my target audience values eco-friendliness, I can highlight the reusable design in advertisements and pricing strategies.
通过了解我的目标受众重视环保，我可以在广告和定价策略中突出可重复使用的设计。

Which aspects of your product/service should you emphasize in your presentation?
在您的演示中，您应该强调产品/服务的哪些方面？

Example: Focus on the product’s premium design and eco-friendly benefits to appeal to both emotional and rational motivations.
示例：关注产品的高端设计和环保优势，以吸引情感和理性动机。

What challenges might you face in using these motivations?
使用这些动机时可能面临哪些挑战？

Example: Competitors may offer lower-priced alternatives, making it important to communicate the unique value of our product
竞争对手可能会提供更低价的替代品，因此沟通我们产品的独特价值变得重要.

Instructions:
说明：

Follow the steps below and fill in the required fields about your product or service. An example is included for each step to guide you.
按照以下步骤填写有关您的产品或服务的必要字段。每个步骤都包含一个示例以指导您。

Section 部分	Question 问题	Example 示例	Your Input 你的输入
1.1 Product Overview 1.1 产品概述	What specific problem does your product solve? 您的产品解决了什么具体问题？	Reduces single-use plastic consumption. 减少一次性塑料消费。
	Why is this problem important to solve? 为什么解决这个问题很重要？	Plastic pollution harms the environment, and people need sustainable alternatives. 塑料污染危害环境，人们需要可持续的替代品。
	Briefly describe your product or service. 简要描述您的产品或服务。	A reusable stainless steel water bottle. 可重复使用的不锈钢水瓶。
1.2 Target Market 1.2 目标市场	Who is your main target market? 您的主要目标市场是谁？	Young adults aged 18–35, middle-income earners. 18 至 35 岁的年轻成年人，中等收入者。
	What are the values or interests of your target market? 您的目标市场的价值观或兴趣是什么？	They value sustainability and stylish, practical products. 他们重视可持续性和时尚、实用的产品。
2. Motivations to Buy 2。购买动机	What motivates your target customers to buy? (Choose 2-3 motivations.) 是什么激励您的目标客户购买？（选择 2-3 种动机。）	Functional: Durable and leak-proof design. 功能：耐用且防漏的设计。
		Emotional: Stylish and eco-friendly design. 情感：时尚且环保的设计。
3. Key Features and Motivations 3。关键特性和动机	Link your product’s features to specific motivations. 将您产品的特点与特定动机联系起来。	Feature 1: Stainless steel → Functional. Durable and long-lasting. 功能 1: 不锈钢 → 功能性。耐用且持久。
		Feature 2: Customizable colours → Emotional. Allows personal expression. 功能 2：可自定义颜色 → 情感。允许个人表达。
4. Reflection for Presentation 4。演示的反思	How will you use these motivations in your marketing strategy? 你将如何在营销策略中利用这些动机？	Focus on durability for functionality and eco-friendliness for emotional appeal. 关注功能的耐用性和情感吸引力的环保性。
	What will you emphasize in your presentation? 你在演讲中会强调什么？	The product’s eco-friendly materials and stylish design. 该产品的环保材料和时尚设计。
	What challenges do you foresee in convincing customers to choose your product over competitors? 您预见到说服客户选择您的产品而不是竞争对手的产品会面临哪些挑战？	Customers might prefer cheaper plastic bottles, so we need to emphasize long-term savings. 客户可能更喜欢便宜的塑料瓶，因此我们需要强调长期节省。

PowerPoint template: Customers’ Motivations to Buy
PowerPoint 模板客户购买的动机

Slide 1: Product Overview & Target Market
幻灯片 1: 产品概述 & 目标市场

Product Overview:
产品概述：

Needs: [What specific problem does your product address?]
需求： [您的产品解决了什么具体问题？]

Your Product (or Service): [Brief description of your product or service]
您的产品（或服务）： [您产品或服务的简要描述]

Identify the specific problem or need in the market (from the team report)
识别市场中的具体问题或需求（来自团队报告）

Why is this problem important to solve? (from the team report)
为什么解决这个问题很重要？（来自团队报告）

Main Target Market:
主要目标市场:

Demographics: [Age, income, gender, etc.]
人口统计: [年龄、收入、性别等]

Psychographics: [Interests, values, attitudes]
心理图谱： [兴趣、价值观、态度]

Behaviours: [i.e., Shopping habits, potential interaction with the product or service]
行为：[即，购物习惯，与产品或服务的潜在互动]

Slide 2: Motivations to Buy
幻灯片 2: 购买动机

Target Market’s Motivations: [Identify 2-3 motivations: functional, emotional, rational, social, etc.]
目标市场的动机： [识别 2-3 个动机：功能性、情感性、理性、社会性等]

Table:
表格：

Motivation Type 动机类型	Example from Your Product 您产品的示例	Explanation 解释
Functional 功能	[e.g., Durable design] 耐用设计	[Ensures convenience for active users.] [确保活跃用户的便利性。]
Emotional 情感	[e.g., Stylish eco-friendly design] 时尚环保设计	[Creates a sense of pride in sustainability.] [创造对可持续发展的自豪感。]

Slide 3: Key Features and Motivations Mapping
幻灯片 3: 关键特征和动机映射

Product Feature 产品特点	Motivation Type 动机类型	Explanation 解释
Feature 1: [e.g., reusable] 特征 1：[例如，可重复使用]	Functional 功能	[Durable and long-lasting for practical use.] 耐用且持久，适合实际使用。
Feature 2: [e.g., premium look] 功能 2：[例如，高端外观]	Emotional 情感	[Encourages uniqueness and individuality.] [鼓励独特性和个性。]

Slide 4: Reflection for Presentation
幻灯片 4: 演示反思

How does understanding these motivations help you create a marketing strategy?
理解这些动机如何帮助你制定营销策略？

[E.g., Helps tailor marketing to both practical and emotional needs.]
例如，帮助根据实际和情感需求定制营销。

Which aspects of your product/service will you emphasize in your presentation?
您将在演示中强调您产品/服务的哪些方面？

[E.g., Highlight durability and eco-friendly design.]
例如，强调耐用性和环保设计。