百思买国际市场营销调研英文

百思买国际市场营销调研英文2023/12/26百思买国际市场营销调研英文IntroductionMacro-environmentTragetmarket&analysis1234Marketentrystategy5Failure&recommendationContent6Conclusion百思买国际市场营销调研英文1Introduction百思买国际市场营销调研英文百思买国际市场营销调研英文BestBuysellsconsumerelectronicsandavarietyofrelatedmerchandise,includingsoftware,videogames,music,DVDs,Blu-raydiscs,mobilephones,digitalcamera,carstereosandvideocameras,inanon-commissionedsalesenvironment.百思买国际市场营销调研英文"CompanyoftheYear"in2004"SpecialtyRetaileroftheDecade"in2001rankedintheTop10of"America'sMostGenerousCorporations"in2005madeFortunemagazine'sListofMostAdmiredCompaniesin2006百思买国际市场营销调研英文Macro-

environment

2China?百思买国际市场营销调研英文China?Economicenvironment

WiththegrowthofChinesesustainedeconomicandtherisingofnationalincome,thepowerofnationalconsumptionisgrowing.

Obviously,thepotentialinChinaishuge.百思买国际市场营销调研英文China?Politicalenvironment

politicalstability

Reformandopening

Homeappliancestothecountryside百思买国际市场营销调研英文China?Socioculturalenvironment

■longandcomplexofChineseculture

■cheaplaborpower

百思买国际市场营销调研英文Tragetmarket&analysis3百思买国际市场营销调研英文STPMarketingsegmentation

BestBuypilotedits“customer-centricity”strategy,radicallyshiftingthecompany’sstrategicemphasisfromproductsandtechnologytocustomers.

Thegoalwastofocusonthemostattractivecustomersbasedontheimportantdifferencesbetweenthemintheirpurchasingandpreferencesinconsumerelectronics.

Thecustomerbasehasbeensegmentedintoseveralbasiclifestylegroups.

12百思买国际市场营销调研英文STPMarketingsegmentation•Jill

•Barry

•Buzz

•Ray

•Mr.Storefront

OtherinterestingsegmentsaretheCarries’s(young,singlefemales)andtheHelenandCharlie’s(oldercoupleswhosechildrenhavelefthome).

13百思买国际市场营销调研英文Basedonthesegmentation,themarketcoveragestrategyofbestbuyisdifferentiated.BestBuyhasavastmarketwithextensivepenetrationintheelectronicssector.BestBuy'smarketconsistsofsmallbusinessownersincludinghomeofficeandthemajorityconsumer.Theirmarketwillbetechsavvymiddleclassconsumersaswellasbusinessowners.STPMarketingtargeting14百思买国际市场营销调研英文STPMarketingpositioning

GlobalConsumerCulturePositioning15百思买国际市场营销调研英文

Competitive

analysisBestBuy’sSWOTanalysis16百思买国际市场营销调研英文

Competitive

analysisBestBuy’sSWOTanalysis17百思买国际市场营销调研英文Modeofentry4百思买国际市场营销调研英文TargetMarket:ChinaModeofEntryJointVentures19百思买国际市场营销调研英文DualbrandingInMay12,2006,BestBuyofficiallyannouncedtotheoutsideworld,：theacquisitionofJiangsu"FiveStarAppliance"hasbeenachievedbyholdcontrollinginterest.20百思买国际市场营销调研英文challengecastingcouchOperationsystemofBestbuy21百思买国际市场营销调研英文5Failure&Recommendation百思买国际市场营销调研英文Bestbuyannouncedontheofficialwebsite,Itwillclose9storesinmainlandofChina百思买国际市场营销调研英文Whydiditfail?24百思买国际市场营销调研英文operationsystem:takethepaymentfirstaftergettinggoodsthephenomenonofbraindrainiscommon341overpositioningoftargetconsumersleadtonarrowmarket2reasonsoffailure百思买国际市场营销调研英文PursuitsuitableChineseoperationsystem,complywithChineseconsuminghabitandpsychologyMarketdiversification341Tostrengthenthepublicitybyadvertisingandsalespromotion2Recommendation百思买国际市场营销调研英文6Conclusion百思买国际市场营销调研英文BestBuybecomejointventures.Usingideaofdualbrandingandpositioningthehighlevelofconsumers.BestBuyputforwardanideathat"thesuppliertotakethepaymentfirstaftergettinggoods".However,thiskindofoperationsystemisnotyetacclimatedtoChinesemarket.Soithasclosed9storesinmainlandofChina,百思买国际市场营销调研英文Wha