第三章国际市场分析

第三章 国际市场分析1第三章 国际市场分析 李艳丽“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 to satisfy their wishes and their dreams.”LOreal CEO Jean-Paul AgonOn understanding segmentation2第三章 国际市场分析 李艳丽本章结构n 国际市场分析概述n 国际市场细分n 国际目标市场与产品定位3第三章 国际市场分析 李艳丽3.1 国际市场分析概述n 当前国际市场的基本特点q 国际市场容量迅速扩大q 国际市场构成复杂q 国际市场垄断加强q 国际市场竞争激烈q 商品结构有明显改变n 工业制成品贸易比重超过初级产品n 初级产品贸易中，燃料的比重急剧上升n 工业制成品贸易中，机械产品增长最快n 技术贸易发展迅速4第三章 国际市场分析 李艳丽3.2 国际市场细分n 国际市场细分的含义q 市场细分是根据消费者对产品的 需求欲望需求欲望 、 购买行为购买行为 与购买习惯购买习惯 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q 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q Represents an effort to identify and categorize groups of customers and countries according to common characteristics5第三章 国际市场分析 李艳丽n 国际市场细分对企业的作用q 有利于发掘国际市场机会q 有利于制定营销方案q 有利于发挥营销效力q 有利于开发新产品n Targetingq The process of evaluating segments and focusing marketing efforts on a country, region, or group of people that has significant potential to respondq Focus on the segments that can be reached most effectively, efficiently, and profitably6第三章 国际市场分析 李艳丽n 国际市场细分的标准q 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q 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7第三章 国际市场分析 李艳丽n 消费品市场细分的标准q 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q 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q 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8第三章 国际市场分析 李艳丽Demographic Segmentationn Incomen Populationn Age distributionn Gendern Educationn OccupationWhat are the trends?9第三章 国际市场分析 李艳丽Demographic Facts and Trendsn A widening age gap exists between the older populations in the West and the large working-age populations in developing countriesn In the European Union, the number of consumers aged 16 and under is rapidly approaching the number of consumers aged 60-plusn Asia is home to 500 million consumers aged 16 and undern Half of Japans population will be age 50 or older by 202510第三章 国际市场分析 李艳丽Demographic Facts and Trendsn Americas three main ethnic groupsAfrican/Black Americans, Hispanic Americans, and Asian Americansrepresent a combined annual buying power of $1 trillionn The United States is home to 28.4 million foreign-born residents with a combined income of $233 billionn By 2030, 20 percent of the U.S. population70 million Americanswill be 65 or older versus 13 percent (36 million) todayn India has the youngest demographic profile among the worlds large nations: More than half its population is under the age of 2511第三章 国际市场分析 李艳丽Segmenting by Income and Populationn Income is a valuable segmentation variableq In 2007, the 10 most populous countries in the world accounted for 47 percent of world income; the 5 most populous accounted for 36 percentn Do not read into the numbersq Some services are free in developing nations so there is more purchasing powern For products whose price is low enough population is a more important variable12第三章 国际市场分析 李艳丽10 Most Populous Countries13第三章 国际市场分析 李艳丽Age Segmentationn Global Teens young people between the ages of 12 and 19q A group of teenagers randomly chosen from different parts of the world will share many of the same tastesn Global Elite affluent consumers who are well traveled and have the money to spend on prestigious products with an image of exclusivity14第三章 国际市场分析 李艳丽Gender Segmentationn In focusing on the needs and wants of one gender, do not miss opportunities to serve the othern Companies may offer product lines for both gendersq Nike, Levi Strauss15第三章 国际市场分析 李艳丽Psychographic Segmentationn Grouping people according to attitudes, values, and lifestyles n Porsche exampleq Top Guns (27%): Ambition, power, control q Elitists (24%): Old money, car is just a carq Proud Patrons (23%): Car is reward for hard workq Bon Vivants (17%): Car is for excitement, adventureq Fantasists (9%): Car is form of escapeq Porsche Cars North America, a 40-plus-year old male college graduate whose annual income exceeded $200000.16第三章 国际市场分析 李艳丽Psychographic Segmentation:Sonys U.S. Consumer Segmentsq 富裕的客户；早期客户；老年客户； soho族；家庭用户；年轻的专业人士或丁克家族； Y代人17第三章 国际市场分析 李艳丽n 工业品市场细分的标准（生产资料市场）q 按用户性质细分，用于不同的行业q 按用户规模细分，按照用户的资产和购买量分q 按用户要求细分，要求包括质量型、经济型和方便型q 按用户的地理位置细分18第三章 国际市场分析 李艳丽n 国际市场细分的步骤q 决定粗略市场q 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q 发掘目标群体，选定目标市场19第三章 国际市场分析 李艳丽3.3 国际目标市场与产品定位n 国际目标市场q 评价细分市场，选择目标市场n 对细分市场的评价，主要评价它的经济价值n 企业把各个细分市场的盈利潜力与企业的目标相比较，可以评估出每个细分市场的价值n 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20第三章 国际市场分析 李艳丽Assessing Market Potentialn Three basic criteria:q Current size of the segment and anticipated growth potentialq Competitionq Compatibility with companys overall objectives and the feasibility of successfully reaching the target audience21第三章 国际市场分析 李艳丽Current Segment Size and Growthn Is the market segment currently large enough to present a company with the opportunity to make a profit?n If the answer is no, does it have significant growth potential to make it attractive in terms of a companys long-term strategy?22第三章 国际市场分析 李艳丽Potential Competitionn Is there strong competition in the market segment currently?n Is the competition vulnerable in terms of price or quality?23第三章 国际市场分析 李艳丽Feasibility and Compatibilityn Will adaptation be required? If so, is this economically justifiable in terms of expected sales?n 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?24第三章 国际市场分析 李艳丽Feasibility and Compatibilityn Is it advisable to source locally? Would it make sense to source products in the country for export elsewhere in the region?n Is targeting a particular segment compatible with the companys goals, brand image, or established sources of competitive advantage?25第三章 国际市场分析 李艳丽Framework for Selecting Target Marketsn Demographic information is a starting point but not the decision factorn Product-Market must be consideredq Market defined by product categoryn Marketing model drivers must be consideredq Factors required for a business to take root and grown Are there any enabling conditions present?q Conditions whose presence or absence will determine success of the marketing model26第三章 国际市场分析 李艳丽9 Questions for Creating a Product-Market Profile n Who buys our product?n Who does not buy it?n What need or function does it serve?n Is there a market need th