拉美裔

The hunt for the Hispanic dollar
如何取悦美国拉美裔顾客?


企业原以为同一族群的人应当具有相同特质,可加以利用,但实际情况并非总是如此。旨在亲近受众族群的策略可能反而被指歧视、乃至种族主义。

Add up the headcount at a baby shower, says Lizette Williams, and you will understand that new arrivals in Hispanic-American families are a big deal. A Puerto Rican mother from New York, her own party four years ago attracted so many well-wishers that the shower of clothes and nappies became a downpour. All told there were 100 guests. “Just think about that,” she says. “Think about the kind of the stature in which it’s held. This is a major life event. It’s almost like a second wedding.”

莉泽特•威廉斯(Lizette Williams)说,数数迎婴派对(baby shower,即为刚刚诞生或即将诞生的婴儿举办的庆祝派对——译者注)上的来宾人数,便知道宝宝降生对美国拉美裔家庭是件多么重要的事情。威廉斯是来自纽约的波多黎各裔母亲,她自己4年前那场迎婴派对迎来了众多前来祝福的客人,衣服、尿布等礼物几乎把她淹没了。当时共有100名客人到场。她说:“设想一下吧。派对多么隆重。这是人生中的一件大事,几乎堪比婚礼了。”

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