Eine gelungene Balance aus international übergreifender Standardisierung und einem Angebot, das Nutzer mit ihren jeweiligen lokalen Bedürfnissen an-spricht, ist eine wesentliche Herausforderung für internationale Markenwebsites. Bislang fehlt es an anwendbaren Informationen, die Unternehmen und ihren Agenturen beim Erreichen dieser Balance unterstützen. Dieser Artikel leistet einen entspre-chenden Beitrag: Anhand einer ver-gleichenden User Experience Analyse der weitgehend standardisierten Mar-kenwebsite von NIVEA mit deutschen und chinesischen Nutzern wird unter-sucht, in welchen Bereichen und Funktionen Standardisierung unproblematisch ist und wo lokalspezifischere Gestaltungen
NIVEA: Generally the NIVEA Chinese website provides good brand information and user experience. Due to the colour scheme it is easy to recognise the brand. But some of the information is fairly hidden in a generally labelled chapter "Nivea Brand". The Chinese NIVEA website has a fairly good visual appearance . The colour scheme used on the website is consistent with the brand colour scheme. The overall look and feel of the homepage is neat and attractive. The pictures displayed on the homepage are a good presentation for cosmetic products, but the people are not Chinese . The main visual takes up a lot of space but does not promote a particular product. Merceds-Benz: Many participants criticised the homepage as uninviting and too static. "The brand is inviting, but the website does not match it. " Some indicated that there is not enough information on the homepage. Only a few participants had a positive impression of the Mercedes-Benz homepage. They liked the picture and the colour of the homepage. The design was appreciated as being pleasant to look at . Some participants would like to see the different car models as navigational elements on the homepage .
Argonauten 360° Brand Site Analyzer Sicherheit und Fairness: Impressum Datensicherheit Privatsphäre
Ein möglicher Grund: anderes Navigationsverhalten Chinesen sind keine tiefen Informationshierarchien gewöhnt, sondern eher breite und flache Probleme beim Einordnen von Informationen in abstrakte Bereiche Dafür die Fähigkeit, in einer großen Informationsvielfalt die benötigten Informationen zu identifizieren
"Household broadband penetration in China stood at 13 per cent by December 2006," " We forecast that the steady broadband growth will push household penetration to 21 per cent by 2010, equivalent to 106 million subscribers, but this is nowhere near market potential." http://www.vnunet.com/vnunet/news/2194167/slowing-net-growth-china
"Household broadband penetration in China stood at 13 per cent by December 2006," " We forecast that the steady broadband growth will push household penetration to 21 per cent by 2010, equivalent to 106 million subscribers, but this is nowhere near market potential." http://www.vnunet.com/vnunet/news/2194167/slowing-net-growth-china