Cinthia Chen

陈茜是波士顿咨询公司（BCG）大中华区消费品及零售业务领域的核心成员。

她在快速消费品、健康美容、零售、服装服饰、电子商务、百货及购物中心等领域拥有丰富的经验。她为多家跨国公司和中国企业提供咨询服务，为其解决各类难题，包括：战略规划、企业的数字化转型、大数据应用领域、运营优化、组织管控及组织转型、兼并收购及并购后整合等。

她近期的项目包括：为中国某大型食品饮料集团制定数字化转型战略和规划，包括消费者运营数字化、品牌创新数字化、渠道及供应链数字化等多个领域。她还为某全球领先的服装公司进行数字化中心的战略规划，包括数字化产品和工具规划、生态体系设计、消费者体验的全面数字化提升等。

AREAS OF EXPERTISE

EDUCATION

杜克大学富卡商学院MBA学位
上海交通大学工业外贸和自动化控制双学士学位

Publications and Videos

Revisiting the China Opportunity Hero Rectangle

Revisiting the China Opportunity

With the global economy in flux, companies must rethink their ways of doing business in China if they hope to keep current with the world’s largest contributor to GDP growth.

新十年，新十行，新生活：中国居民消费趋势报告

本报告覆盖数十个行业的社交媒体大数据，辅以消费行为数据，从宏观环境变化出发，解密中国消费者未来的核心消费主题。

DEEPLINK深链经营孕育品牌发展新商机

BCG再度联合阿里团队，打造深链经营体系（DEEPLINK），促进营销过程的透明化，并细化探索营销活动中人群资产转化和用户路径流转的微妙变化。

Edition 4: How Emerging Market Consumers Are Living with the Pandemic

The Surprising Resilience of Emerging-Market Consumers

Although anxiety over health and finances is high, attitudes remain surprisingly resilient. And some behavioral changes—including greater use of digital commerce and tools—are sticking.

Edition 3: Who Is the Emerging-Market Consumer in the Postpandemic Era?

Six months since our initial consumer sentiment survey, behavioral patterns are starting to take shape.

COVID-19 Consumer Sentiment Snapshot #12: The Pace Car

China has been managing the coronavirus much longer than the rest of the world. What do its consumers’ plans and behaviors reveal about the post-pandemic future?

Edition 2: COVID-19 and the Emerging-Market Consumer—The Power of Resilience

Several trends we identified a month ago have endured, while important and potentially lasting shifts in consumer thinking and behavior are also becoming apparent.

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Edition 1: COVID-19 and the Emerging-Market Consumer—Five Trends to Watch

Consumers in emerging markets are both fearful and guardedly optimistic. This yin-and-yang tension is shaped by the character of these vibrant but complex markets.

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COVID-19 Consumer Sentiment Snapshot #3: Turning the Tide

Chinese consumers are expressing optimism about the days ahead as the country’s coronavirus infection rate begins to drop.

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How Chinese Companies Have Responded to Coronavirus

Many companies in China have already moved beyond crisis response to recovery efforts. Here’s what the rest of the world can learn from them, as Martin Reeves and colleagues write on hbr.org.

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以终为始，知行合一：GROW 数字化品类增长模型和应用

BCG与天猫大快消深入分析六大快消行业、覆盖近4 亿名消费者和数万个品牌，共同打造了GROW品类增长工具，帮助行业和品牌识别增长驱动力。

深入的专业知识、广泛的实际经验