uibe国际营销学-重点总结战略篇.docx

渠道+沟通+调研Part1 渠道Global Marketing Channels and Physical Distribution中国企业在海外的分销网络 ：主流产品+主流渠道 ；与当地经销商合作，进入1.Channel-of-Distribution Structures 将产品送达市场的过程可能耗资不菲建立积极而可靠的分销渠道也许是国际营销者面临的最关键也是最有挑战性的任务All consumer and industrial products eventually go through a distribution process Physical handling and distribution of goods Passage of ownership Buying and selling negotiations between producers and middlemen Buying and selling negotiations between middlemen and customers 每个市场都有一张分销网，有很多结构独特的渠道可选择Each country market has a distribution structure Goods pass from producer to user 能够建立最有效率渠道的营销者将会具有竞争优势分销渠道的结构分销过程包括产品的实体装运和分配，所有权的转让及制造商和中间商和中间商和顾客间的买卖谈判。在这一结构中，有各种各样的中间商，他们传统的职能活动和服务反映出那里的竞争状况、市场特点、传统和经济发展渠道结构是多样的，既有许多新兴市场中的那些落后的基础设施，又有日本那样复杂多层次的系统Japanese Distribution Structure 1.A structure dominated by many small middlemen dealing with many small retailers 2.Channel control by manufacturers 3.A business philosophy shaped by a unique culture 4.Laws that protect the foundation of the system 日本分销渠道一直被认为是进入日本市场最有效的非关税壁垒，其结构与欧美有很大不同。日本分销渠道四个显著特点：1.许多与小零销商打交道的中小分销商主导渠道结构2.制造商控制渠道 3.独特的文化形成的经营哲学 4 旨在保护该体系的基础小零销商的法律Utilities of Channel of Distribution 4 分销渠道的4个效用 Place utility - availability of a product or service in a location that is convenient to a potential customer Time utility - availability of a product or service when desired by a customer Form utility - availability of the product processed, prepared, in proper condition and/or ready to use information utility - availability of answers to questions and general communication about useful product features and benefits Distribution Channels: Terminology and Structure 分销 Distribution is the physical flow of goods through channels 渠道 Channels are made up of a coordinated group of individuals or firms that perform functions that add utility to a product or service 分销商或经销商 Distributor wholesale intermediary that typically carries product lines or brands on a selective basis 分销模式总处于变化中，新的模式正在出现而且全世界的营销渠道是多样的代理商Agent an intermediary who negotiates transactions between two or more parties but does not take title to the goods being purchased or sold 零售商Retailers-an intermediary who sells products to end users(consumers) 零售模式：在结构上更加形式多样。一般模式有：规模零售模式，直复营销（邮件、电话、电子商务），对变化的抵制，不同中间商的选择Direct involvement the company establishes its own sales force or operates its own retail stores Indirect involvement the company utilizes independent agents, distributors, and/or wholesalers Seller must exert influence over two sets of channels 渠道流程包括从制造商到最终消费者的一切活动，卖方必须对渠道的两部分施加控制。 One in the home country其一是在母国要有一个机构 One in the foreign-market country其二是在国外市场要对渠道进行监督。 Alternative Middleman Choices Agent middleme n represent the principal rather than themselves Merchant middlemen take title to the goods and buy and sell on their own account 国内贸易中间商母国中间商：以国内为基地提供营销服务，并为当地制造商的产品提供营销服务被经常使用的国内中间商：制造商零售店，全球零售商，出口管理公司，贸易公司，美国出口贸易公司，互补性营销者，制造商的出口代理，国内经纪人，采购机构，销售集团，国外销售公司，出口商，出口批发商。Foreign-Country Middlemen Manufacturers representatives Foreign Distributors Foreign-country brokers Managing agents and compradors Dealers Import jobbers, wholesalers, and retailers 国外中间商：为外国制造商寻找市场，重要的国外进口商是：制造商代理人，分销商，外国经纪人，经营代理人和买办，经销商和进口批发商、批发商和零售商Government-Affiliated Middlemen Marketers must deal with governments in every country of the world Government purchasing offices Procure products, services, and commodities for the governments own use Work at federal, regional, and local levels Efficiency of public sector versus the private sector Wal-Mart did better than FEMA(美国应急管理署) after Hurricane Katrina High Density of Middlemen 高密度Not unusual for consumer goods to go through three or four intermediaries before reaching the consumer 影响渠道选择的因素：在选择中间商之前应该注意1确定特点的目标市场2明确销售量、市场规模和利润要求方面的营销目标3明确用于开发国际分销渠道的资金和人员投入4明确控制问题、渠道长度、销售条款和渠道的所有权Factors Affecting Choice of Channels渠道战略6个C：有6个目标：成本（cost）资本要求（capital requirement）控制（control）覆盖面（coverage）特点（character）连续性（continuity）未来预测：Trends: From Traditional to Modern Channel Structures European retailers merging with former competitors and other countries to form Europe-wide enterprises Foreign retailers attracted by high margins and prices The Internet may be most important distribution trend Covisint GlobalNetXchange E-commerce 7-Eleven competes with FedEx and UPS Supply Chain (供应链) is a broader view of distribution channelqIncludes all the firms that perform support activities by generating raw materials, converting them into components or finished products and making them available to customers qUpstream and downstreamLogistics （物流） qThe management process that integrates the activities of all companies to ensure the efficient flow of goods through the supply chain qInbound logistics and outbound logistics 物流Logistics is a broader view of physical distributionOrder Processing （订单处理） qincludes order entry in which the order is actually entered into a companys information system; order handling, which involves locating, assembling, and moving products into distribution; and order delivery nWarehousing （仓储） qWarehouses are used to store goods until they are sold qDistribution centers are designed to efficiently receive goods from suppliers and then fill orders for individual stores or customers nInventory Management （库存管理） qEnsures that a company neither runs out of manufacturing components or finished goods nor incurs the expense and risk of carrying excessive stocks of these items. nTransportation （运输） qthe method or mode a company should utilize when moving products through domestic and global channels; the most common modes of transportation are rail, truck, air, and water Part2 Global Marketing Communication Decisions整合营销传播（IMC）包括：广告，销售促进，人员推销，直销，公共关系。国际广告：有关广告的决策时最容易受不同国家市场间的文化差异影响的消费者的反应受其文化、风格、情感、价值体系、态度、信仰和感知的影响。广告的功能是用消费者的需要、欲望、渴望、志向、情感、诉求、符合和有说服力的方法去诠释产品的品质nAdvertising is any sponsored, paid message that is communicated in a non-personal way qSingle country qRegional qGlobal n全球广告Global advertising is the use of the same advertising appeals, messages, art, copy, photographs, stories, and video segments in multiple country markets 销售促进：Sales Promotions in International Markets 是刺激消费者购买、改进零售商或中间商工作效力和加强他们间的相互合作的营销活动。销售促进是针对消费者或零售商的短期活动，为的是达到诸如诱导消费者使用或马上购买者这样的具体目标。Marketing activities that stimulate consumer purchases and improve retailer or middlemen effectiveness and cooperation Short-term efforts directed to the consumer or retailer to achieve specific objectives In markets with media limitations the percentage of the promotional budget allocated to sales promotions may have to be increased Product sampling 销售促进的例子有：去掉零头，店内演示，发放样品，赠券，礼物，产品搭卖，竞赛，抽奖，赞助特殊活动，购买场所展示。销售促进的具体目标：推动消费者使用或马上购买；把顾客引进商店；进行购买场所展示；鼓励商店进货；支持和增强广告和人员推销活动的下效果国际公共关系：公共关系和新闻报道Public Relations and Publicity任务是与大众传媒建立良好的关系，以帮助公司向包括顾客、一般大众和政府机构在内的公众传递信息。公共关系不仅是鼓励媒介对公司进行正面报道，而且还要处理不利谣言、报导和事件。 Public relations (PR) is creating good relationships with the popular press and other media To help companies communicate messages to customers, the general public, and governmental regulators Bridgestone/Firestone Tires safety recall Global workplace standards Building an international profile Corporate sponsorships 全球营销沟通中的标准化、适应化战略Standardization vs. Adaptation Four difficulties that compromise an organizations communication efforts： 1.The message may not get through to the intended recipient. 2.The message may reach the target audience but may not be understood or may even be misunderstood. 3.The message may reach the target audience and may be understood but still may not induce the recipient to take the action desired by the sender. 4.The effectiveness of the message can be impaired by noise. 补充1.创造全球广告Creating Global Advertising 奇妙的创意Big idea n广告诉求Advertising appeal: communication approach that relates to the motives of the target audience qRational approach：消费者需要信息 qEmotional approach：消费者需要情感刺激 nSelling proposition: promise or claim about the purchase reason nCreative execution 创意执行qArt: visual presentation of an advertisement qCopy: spoken or written communication elements qMedia:various media forms to choose 注意：理性诉求和感性诉求的结合；文化特征与广告诉求Think country clustersRational appeal 思维Feel country clusters Emotional appeal 感觉注意：二者并非相对的，存在二者皆高或者二者皆低的情况。比如： 美国，加拿大，澳大利亚：high-high 阿根廷，巴西，印度：low-low 法国，丹麦，西班牙，瑞典，香港：high feel-low think 比利时，意大利，荷兰：high think-low feel2.全球广告的优点 Advantages of global advertising n降低成本 Reduce the cost n建立长期的全球品牌形象 Build long-term global brand image Attention: Global companies may simultineously offer local, international and global products to buyers in different parts of the world. 同时提供当地国际全球产品 Similarly, global companies may utilize single-country advertising in addition to campaigns that are regional and global in scope. 3.广告的改变和考虑Adaptation and Considerations Different cultures usually agree on the benefit of the primary function of a product or service Other features and psychological attributes of the item can have significant differences Regional characteristics Legal Language Culture Media 4.全球广告盛行的原因 n全球产品文化 Product cultures bring potential for the success of global advertising. 例如：全球产品文化 Product Culture 啤酒文化Beer culture 咖啡文化Coffee culture 娱乐文化Entertainment culturen全球性子市场的出现Segment cultures also bring potential for the success of global advertising 例如：全球性子市场的文化Segment Cultures 青年文化Youth culture 中产阶级文化Middle-class culture 精英文化 Elite cultre 背包客文化 Backpackern全球广告公司 5对广告活动的限制：文化多样性（可能品牌名称有不同含义）；媒体限制（在不发达国家缺少广播电台等）；生产与成本限制；覆盖面；缺乏市场数据（使得活动难以影响到目标市场）；直接邮寄（如果是高文盲率国家）；互联网（万维网并为广泛采用） Developing a Global Vision Through Marketing Research国际营销调研两大困难：信息沟通必须跨国界；在外国市场利用调研工具进行调研的环境与国内不同 1.根据所需要的信息调研可分为三类： Types of information needed by research1）国家、地区和/或市场的一般信息 General information about the country, area, and/or market2）通过把握特定市场或国家的社会经济、消费与工业发展趋势，预测未来营销所必须的信息 Information to forecast future marketing requirements By anticipating social, economic, consumer, and industry trends withinspecific markets or countries3）做出有关产品促销分销与定价决策及制定营销计划所需的信息 Specific market information used to make and developmarketing plans Product Promotion Distribution Price decisions2.调研过程 Research process steps1. 明确研究问题，确立研究目标. Define the research problem and establish research objectives。研究人员五笔使所确定的问题足够宽泛，能够涵盖各种可能答案，而且不受自我参照准则的干扰。一旦问题得以明确，研究目标也成立，研究人员必须确定所需信息是否有现场来源。The major difficulty is converting a series of often ambiguous business problems into tightly drawn and achievable research objectives。An unfamiliar environment tends to cloud problems definition, and self-reference criterion should beidentified.2. 确定为了实现研究目标应从何处获取信息Determine the sources of information to fulfill the research objectives3. 考虑研究活动的成本和费用Consider the costs and benefits of the research effort4. 收集有关的第二首或第一手资料Gather relevant data from secondary or primary sources, or both。Collecting Secondary Data：注意资料的可获取性，可靠性和可比性，验证。Secondary data其他人收集并记录的，先于调研人员目前的需要（其目标也不满足目前需要）的数据Primary data研究人员为了解决当前面临的问题而专门收集的数据5.对结果进行分析，解释和总结Analyze, interpret, and summarize the results6.将结果成功传递给决策者.Effectively communicate the results to decision makers Research steps are similar for all countries Variations and problems can occur in implementation Differences in cultural and economic development.3.收集原始资料时，研究有两种基本方法：定量研究和定性研究。 问题的设计旨在了解调查对象的行为意图、态度动机及人口统计特征。定量研究使营销者准确估计人们反应。定性研究中，所问的问题几乎是开放性的或有一定深度，自由度回答反映出研究对象的想法