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1、第三章 国际市场分析,第三章 国际市场分析 李艳丽,2,“We have different customers.Each customer is free to have her own aspirations.Our intention is to respond as well as possible to each customer aspiration.Some want to be gorgeous,some want to be natural,and we just have to offer them the best quality and the best product
2、 to satisfy their wishes and their dreams.”LOreal CEO Jean-Paul AgonOn understanding segmentation,第三章 国际市场分析 李艳丽,3,本章结构,国际市场分析概述国际市场细分国际目标市场与产品定位,第三章 国际市场分析 李艳丽,4,3.1 国际市场分析概述,当前国际市场的基本特点国际市场容量迅速扩大国际市场构成复杂国际市场垄断加强国际市场竞争激烈商品结构有明显改变工业制成品贸易比重超过初级产品初级产品贸易中，燃料的比重急剧上升工业制成品贸易中，机械产品增长最快技术贸易发展迅速,第三章 国际市场分析 李
3、艳丽,5,3.2 国际市场细分,国际市场细分的含义市场细分是根据消费者对产品的需求欲望、购买行为与购买习惯的差异，把整体市场划分为两个或更多的消费者群体，从而确定企业目标市场的活动过程国际市场细分，是指企业按照一定的细分标准，把整个国际市场细分为若干个需求不同的子市场，任何一个子市场中的消费者都具有相同或相似的需求特征，企业可以从这些子市场中选择一个或多个作为其目标市场Represents an effort to identify and categorize groups of customers and countries according to common characterist
4、ics,第三章 国际市场分析 李艳丽,6,国际市场细分对企业的作用有利于发掘国际市场机会有利于制定营销方案有利于发挥营销效力有利于开发新产品TargetingThe process of evaluating segments and focusing marketing efforts on a country,region,or group of people that has significant potential to respondFocus on the segments that can be reached most effectively,efficiently,and
5、profitably,第三章 国际市场分析 李艳丽,7,国际市场细分的标准宏观市场细分，是要决定在世界市场上应选择哪个国家或地区作为拟进入的市场。细分标准有地理标准、经济标准、文化标准和组合标准微观市场细分，当企业决定进入某一海外市场后，会发现当地市场顾客需求仍有差异，需进一步细分成若干市场，以期选择其中之一或几个子市场作为目标市场。包括消费品市场细分和工业品市场细分,第三章 国际市场分析 李艳丽,8,消费品市场细分的标准地理细分，是根据消费者生活的地理位置划分市场。不同的区域市场，它的需求、潜量、购买力水平、竞争强度是有差异的人口细分，是指根据消费者在人口统计表中的项目划分市场，包括年龄、性
6、别、家庭大小、家庭生命周期、收入（一年）、职业、教育、宗教、种族、国籍心理细分，是指根据各国消费者的消费心理划分市场。包括生活方式、性格、用者身份、着眼点、对品牌的忠诚度、有心购买程度、对各营销因素的敏感程度,第三章 国际市场分析 李艳丽,9,Demographic Segmentation,IncomePopulationAge distributionGenderEducationOccupation,What are the trends?,第三章 国际市场分析 李艳丽,10,Demographic Facts and Trends,A widening age gap exists b
7、etween the older populations in the West and the large working-age populations in developing countriesIn the European Union,the number of consumers aged 16 and under is rapidly approaching the number of consumers aged 60-plusAsia is home to 500 million consumers aged 16 and underHalf of Japans popul
8、ation will be age 50 or older by 2025,第三章 国际市场分析 李艳丽,11,Demographic Facts and Trends,Americas three main ethnic groupsAfrican/Black Americans,Hispanic Americans,and Asian Americansrepresent a combined annual buying power of$1 trillionThe United States is home to 28.4 million foreign-born residents w
9、ith a combined income of$233 billionBy 2030,20 percent of the U.S.population70 million Americanswill be 65 or older versus 13 percent(36 million)todayIndia has the youngest demographic profile among the worlds large nations:More than half its population is under the age of 25,第三章 国际市场分析 李艳丽,12,Segme
10、nting by Income and Population,Income is a valuable segmentation variableIn 2007,the 10 most populous countries in the world accounted for 47 percent of world income;the 5 most populous accounted for 36 percentDo not read into the numbersSome services are free in developing nations so there is more
11、purchasing powerFor products whose price is low enough population is a more important variable,第三章 国际市场分析 李艳丽,13,10 Most Populous Countries,第三章 国际市场分析 李艳丽,14,Age Segmentation,Global Teens young people between the ages of 12 and 19A group of teenagers randomly chosen from different parts of the world
12、 will share many of the same tastesGlobal Elite affluent consumers who are well traveled and have the money to spend on prestigious products with an image of exclusivity,第三章 国际市场分析 李艳丽,15,Gender Segmentation,In focusing on the needs and wants of one gender,do not miss opportunities to serve the othe
13、rCompanies may offer product lines for both gendersNike,Levi Strauss,第三章 国际市场分析 李艳丽,16,Psychographic Segmentation,Grouping people according to attitudes,values,and lifestyles Porsche exampleTop Guns(27%):Ambition,power,control Elitists(24%):Old money,car is just a carProud Patrons(23%):Car is reward
14、 for hard workBon Vivants(17%):Car is for excitement,adventureFantasists(9%):Car is form of escapePorsche Cars North America,a 40-plus-year old male college graduate whose annual income exceeded$200000.,第三章 国际市场分析 李艳丽,17,Psychographic Segmentation:Sonys U.S.Consumer Segments,富裕的客户；早期客户；老年客户；soho族；家庭
15、用户；年轻的专业人士或丁克家族；Y代人,第三章 国际市场分析 李艳丽,18,工业品市场细分的标准（生产资料市场）按用户性质细分，用于不同的行业按用户规模细分，按照用户的资产和购买量分按用户要求细分，要求包括质量型、经济型和方便型按用户的地理位置细分,第三章 国际市场分析 李艳丽,19,国际市场细分的步骤决定粗略市场对影响消费者行为的各种因素进行深入研究，了解市场的特性及其背后支配的因素发掘目标群体，选定目标市场,第三章 国际市场分析 李艳丽,20,3.3 国际目标市场与产品定位,国际目标市场评价细分市场，选择目标市场对细分市场的评价，主要评价它的经济价值企业把各个细分市场的盈利潜力与企业的目标
16、相比较，可以评估出每个细分市场的价值如果细分市场有足够的需求量、企业有能力满足这个市场的需求、竞争者较少、企业具有竞争优势等，企业可以选择该目标市场,第三章 国际市场分析 李艳丽,21,Assessing Market Potential,Three basic criteria:Current size of the segment and anticipated growth potentialCompetitionCompatibility with companys overall objectives and the feasibility of successfully reach
17、ing the target audience,第三章 国际市场分析 李艳丽,22,Current Segment Size and Growth,Is the market segment currently large enough to present a company with the opportunity to make a profit?If the answer is no,does it have significant growth potential to make it attractive in terms of a companys long-term strat
18、egy?,第三章 国际市场分析 李艳丽,23,Potential Competition,Is there strong competition in the market segment currently?Is the competition vulnerable in terms of price or quality?,第三章 国际市场分析 李艳丽,24,Feasibility and Compatibility,Will adaptation be required?If so,is this economically justifiable in terms of expected
19、 sales?Will import restrictions,high tariffs,or a strong home country currency drive up the price of the product in the target market currency and effectively dampen demand?,第三章 国际市场分析 李艳丽,25,Feasibility and Compatibility,Is it advisable to source locally?Would it make sense to source products in th
20、e country for export elsewhere in the region?Is targeting a particular segment compatible with the companys goals,brand image,or established sources of competitive advantage?,第三章 国际市场分析 李艳丽,26,Framework for Selecting Target Markets,Demographic information is a starting point but not the decision fac
21、torProduct-Market must be consideredMarket defined by product categoryMarketing model drivers must be consideredFactors required for a business to take root and growAre there any enabling conditions present?Conditions whose presence or absence will determine success of the marketing model,第三章 国际市场分析
22、 李艳丽,27,9 Questions for Creating a Product-Market Profile,Who buys our product?Who does not buy it?What need or function does it serve?Is there a market need that is not being met by current product/brand offerings?What problem does our product solve?What are customers buying to satisfy the need for
23、 which our product is targeted?What price are they paying?When is the product purchased?Where is it purchased?,第三章 国际市场分析 李艳丽,28,国际目标市场营销策略无差异性国际市场策略指企业仅推出一种产品，力图吸引所有的购买者差异性国际市场策略企业推出各种产品，分别满足各类不同消费者的需求密集性国际市场策略企业集中所有努力向一个市场或少数几个市场推销其产品，其余市场则放弃,第三章 国际市场分析 李艳丽,29,市场策略的选择企业的规模与实力产品的类似性市场的类似性产品的生命周期竞争者
24、的市场策略,第三章 国际市场分析 李艳丽,30,国际产品市场定位国际产品的市场定位，是指根据消费者对某种产品属性的重视程度，给产品确定一定的市场地位，即为产品赋予一定的特色，树立一定的形象，以满足消费者的某种需求和偏好Locating a brand in consumers minds over and against competitors in terms of attributes and benefits that the brand does and does not offer,第三章 国际市场分析 李艳丽,31,国际市场市场定位的方法国际产品产地定位国际产品类别定位国际产品特点定位国际产品用途定位国际产品使用时间定位国际产品档次定位,
