产业市场和产业购买行为分析报告

BusinessMarketsandBusinessBuyerBehavior产业市场和产业购买行为0Objectives目标Beabletodefinethebusinessmarketandexplainhowbusinessmarketsdifferfromconsumermarkets.Knowthemajorfactorsthatinfluencebusinessbuyerbehavior.定义产业市场并解释产业市场与消费者市场的区别辨析影响产业购买决策过程的主要因素1Objectives目标Understandthestepsinthebusinessbuyingdecisionprocess.Understandinstitutionalandgovernmentmarketsandhowbuyersinthesemarketsmaketheirbuyingdecisions.列举并定义购买决策过程的几个步骤比较政府和机构市场，说明机构和政府购买者是如何制定决策的2Sellsjetsexclusivelyforcorporateuse300–500customersworldwideRational,objective,andhumanfactorsinfluencebusinessbuyer’sdecisionsMultiplepeopleareinvolvedinthedecisionBuyinginfluencesincludetheCEO,pilot,boardmembers,evenspousesCompanyhasbeenhighlysuccessfulGulfstreamAerospace湾流航空公司CaseStudy案例研究3Definition定义BusinessBuyerBehavior:Thebuyingbehavioroforganizationsthatbuygoodsandservicesforuseintheproductionofotherproductsandservicesorforthepurposeofresellingorrentingthemtoothersataprofit.产业购买行为：公司购买产品或服务以用于其它产品或服务的生产，或为了再销售或租赁它们从中获利的购买行为4BusinessMarkets产业市场CharacteristicsofBusinessMarketsSalesinthebusinessmarketfarexceedsalesinconsumermarkets.Businessmarketsdifferfromconsumermarketsinmanyways.MarketingstructureanddemandNatureofthebuyingunitTypesofdecisionsandthedecisionprocess产业市场的特点产业市场的销量远超过消费者市场产业市场在许多方面不同于消费者市场营销结构与需求购买单位的性质决策类型和决策过程5MarketingStructureandDemand

营销结构与需求与消费者市场相比产品市场消费者数量少但规模大产品顾客地域上更集中需求不同需求有自发性缺乏弹性需求波动和改变迅速Comparedtoconsumermarkets:BusinessmarketshavefewerbutlargercustomersBusinesscustomersaremoregeographicallyconcentratedDemandisdifferentDemandisderivedDemandispriceinelasticDemandfluctuatesmore,andchangesmore

quickly6NatureoftheBuyingUnit

购买单位性质与消费者购买相比：产业购通常涉及更多的决策成员购买努力由买方个人作出Comparedtoconsumerpurchases:Businesspurchasesinvolvemorebuyersinthedecisionprocess.Purchasingeffortsareundertakenbyprofessionalbuyers.7TypesofDecisionsandtheDecisionProcess

决策类型和决策过程

与消费者购买相比：产业购买者面对更复杂的购买决策购买过程更加正式买卖双方相互依存，建立长期关系Comparedtoconsumerpurchases:Businessbuyersfacemorecomplexbuyingdecisions.Thebuyingprocessismoreformalized.Buyersandsellersworkmorecloselytogetherandbuildlong-termrelationships.8BusinessBuyerBehavior

产业购买行为MajorTypesofBuyingSituationsStraightrebuyReorderingwithoutmodificationModifiedrebuyRequiresmodificationtopriorpurchaseNewtaskFirst-timepurchase购买情况的主要类型直接重购不加修改地重新订购调整重购需要对较早的购买进行调整新购首次购买9BusinessBuyerBehavior

产业购买行为SystemsSelling:Buyingapackagedsolutiontoaproblemfromasingleseller.ConvenienceisamajorbenefitOftenakeymarketingstrategyforbusinessesseekingtowinandholdaccounts.系统购买：从销售商那里购买一揽子解决方案主要的好处是方便通常关键产业营销决策追求取胜与维持帐户10ParticipantsintheBusinessBuyingProcess

产业购买过程的参与者UsersBuyersGatekeepersInfluencersDeciders使用者购买者门禁者影响者决策者11

Environmental环境因素经济发展供应条件技术变化政策法规变动竞争趋势文化习俗EconomictrendsSupplyconditionsTechnologicalchangeRegulatoryandpoliticalenvironmentsCompetitivedevelopmentsCultureandcustoms12Organizational组织因素目标政策步骤组织结构系统ObjectivesPoliciesProceduresOrganizationalstructureSystems13

Interpersonal人际因素权力地位趋向说服力AuthorityStatusEmpathyPersuasiveness14

Individual个人因素威信年龄教育职位个性风险态度AuthorityAgeEducationJobpositionPersonalityRiskattitudes15BusinessBuyingProcess

产业购买过程EightStages:Stage1:ProblemRecognitionStage2:GeneralNeedDescriptionStage3:ProductSpecificationValueanalysishelpstoreducecostsStage4:SupplierSearchSupplierdevelopment八个阶段阶段一：确认需求阶段二：描述基本需求阶段三：确定产生性能价值分析可以帮助降低成本阶段四：寻求供应商发展供应商16BusinessBuyingProcess

产业购买过程EightStages:Stage5:ProposalSolicitationStage6:SupplierSelectionStage7:Order-RoutineSpecificationBlanketcontractsareoftenusedformaintenance,repairandoperatingitems.Stage8:PerformanceReview八个阶段：阶段五：提出方案阶段六：选择供应商阶段七：制定常规订货手续经常用一揽子合同来维持、修理和操作阶段八：检查运行情况17BusinessBuyingProcess

产业购买过程BusinessBuyingontheInternetE-procurementisgrowingrapidly.Reverseauctionsaccountformuchoftheonlinepurchasingactivity.E-procurementoffersmanybenefits:AccesstonewsuppliersLowerpurchasingcostsQuickerorderprocessinganddelivery互联网上的产业购买数码采购正在快速增长反向拍卖占在线购买行为的大部分数码采购有许多好处：接近新供应商低采购成本理快的订货与交货进程18InstitutionalandGovernmentMarkets

机构和政府市场InstitutionalMarketsConsistofchurches,schools,prisons,hospitals,nursinghomesandotherinstitutionsthatprovidegoodsandservicestopeopleintheircare.机构市场包括学校、医院、护理院、监狱和其他机构，这些机构需要向它们责任范围内的人提供产品和服务19InstitutionalandGovernmentMarkets

机构和政府市场InstitutionalMarketsOftencharacterizedbylowbudgetsandcaptivepatrons.Marketersmaydevelopseparatedivisionsandmarketingmixestoserviceinstitutionalmarkets.机构市场通常有低预算和顾客受一定程度限制的特点营销者需要建立单独部门以满足机构购买者的特点和需要。20InstitutionalandGovernmentMarkets

机构和政府市场GovernmentMarketsGovernmentalunits–federal,state,andlocal–thatpurchaseorrentgoodsandservicesforcarryingoutthemainfunctionsofgovernment.政府市场政府单元——联邦、州和地方政府——购买或租赁商品或服务，用以执行其主要功能21InstitutionalandGovernmentMarkets

机构和政府市场GovernmentMarketsMorethan82,000buyingunits.Requiresupplierstosubmitbids.Favordomesticsuppliers.Extensivepaperworkisrequiredfromsuppliers.政府市场超过82，000个购买单位需要供应商投标支持国内供应商需要供