“我们是一家挺有男人味的企业,企业文化就挺男性化的。我们非常了解自己的男性客户群,而一旦涉及女性目标客户,我们对很多做法就不太确定了。之前我们担心,如果企业提供一些针对女性客户的产品或服务,那么男性客户是否还会像以前那么喜欢我们。”这些问题听起来或许很耳熟,那是因为很多企业都会遇到这些问题。据波士顿咨询集团全球消费调查,女性占全球消费额的70%。然而,对于许多品 “We are a very masculine enterprise, and corporate culture is very masculine. We understand our male customer base very well. Once we are involved with female target customers, we are not sure about many practices. Before we were worried, If companies provide products or services targeted at women customers, then whether male customers will like us as much as before.” These issues may sound familiar, because many companies will encounter these problems. According to the Boston Consulting Group Global Consumer Survey, women account for 70% of global spending. However, for many products