消费者行为学第十章

2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior1Chapter10:TheInternationalConsumer第10章国际消费者2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior2Keystudyingpoints学习要点ImportanceofGlobalThinkinginMarketing全球思维的重要性StructureofGlobalMarkets

全球市场的结构GlobalmarketingStrategy

全球市场营销战略2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior310.1.GlobalConsumerMarkets10.1.1全球营销战略GlobalmarketingStrategyTheforcesaffectingglobalizationofmarketsandinternationalcompetitionhavebeenidentifiedbyMichaelPortertoincludethefollowing:

迈克尔.波特确定出了几个主要影响市场全球化和国际竞争的因素:Growingsimilaritiesintermsofavailableinfrastructure,distributionchannels,andmarketingapproaches;

各国在基础设施、分销渠道、营销方法的日益增长的相似性；Fluidglobalcapital资本市场的流动性Technologicalrestructuringandtheintegratingroleoftechnology技术重组与技术整合Newglobalcompetition新的全球竞争者2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior42024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior510.1.2全球营销思维的重要性ImportanceofGlobalThinkinginMarketingMulti-nationalenterprisesandglobalcompanies跨国公司和全球化公司——大小公司均可成为全球化公司Thecontentsofglobalizationthinking全球化思维的内涵——利用全球资源是关键Interactionofcultures文化的交融2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior610.1.3全球市场结构StructureofGlobalMarketsPopulation人口状况Thetendsofglobalpopulation全球化人口趋势Rapidgrowthdespitefallingfertilityindevelopingnations发展中国家人口迅速增长,尽管出生率下降；Prolongedbelow-replacementfertilityindevelopednations发达国家的低出生率的继续走低；（资料1.资料2）Rapidurbanizationinlessdevelopedcountries,withunprecedentedmigrationfromLDCstomoreaffluentindustrializednations次发达国家的迅速城市化,贫穷国家大量向富裕国家移民。2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior710.1.4快速和慢速增长的市场FastandSlowGrowthMarkets出生率不足的问题BirthDearth(西方发达国家）快速增长的人口Fast-Growthpopulations（2011年10月30日达到70亿,预计2050年达到90亿）经济资源与市场吸引力EconomicandResourcesandMarketAttractiveness人口与经济都增长的国家最具吸引力人均收入人均国内生产总值GDP(GrossDomesticProduct)percapita人口自然增长率寿命期城市人口ChangingTendencyofGlobalMarkets全球市场变化趋势GrowingofNewMarkets新兴市场的崛起壮大（如中国、印度）Developedcountriescontinuallyconcernhealthandmaterialcultureofindividuals.发达国家继续关注个人的健康和物质文化。Innextdecade,thegapsbetweenpoorandrichwillbecomewiderduetopoorpopulationgrowingfasterthantheirincome.由于贫穷人口增长大于收入的增长,在下一个十年贫富差距会扩大。2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior8Inthetradesbetweensouthandnorth,thegapsbetweencountrieswillbebigger.南北贸易中,国家间的技术水平差距加大。Theilliteracyamountofdevelopingcountrieswilldecline.发展中国家的文盲数量下降。MoreEasternEuropeancountrieswilljointintoEU.东欧国家将加入欧盟。2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior9Globalconsumertrends全球新消费趋势Fluidlives不固定的生活Simplypleasures简单的娱乐Responsiblelivings对生活负责Questhealthandwellness健康与健壮的平衡Consumerincontrol消费者掌控Keepingitreal保持真实2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior10Thesub-trendsforFluidLivesare:流动生活下的追求SimplebyDesign–solutionsthatreducecomplexityorsavetime.简化的款式WindingDown–talksaboutslowingdownandescapingtorechargethebodyandmind放松和逃离压力ConvenientlyThere-Describestheneedforeverimprovedconvenienceandportability追求方便GuidedChoice–waystomakegoodchoicesquicklyandeasily选购指导PeakPerformance–Managingyourphysicalandmentalperformancethroughouttheday希望自己能有最佳表现2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior11Thesub-trendsforsimplypleasureare:

简单娱乐下的需求FunandPlay–enjoymentthroughplayandnovelty.好玩和新鲜。Co-Creation–Theenjoymentandfunofbeingpartofthecreativeprocess.好玩成为创新的一部分。EnhancedSensations–Desireforintensifiessensoryexperiences.加深感知和体验。SeekingConnections–Making,maintainingordeepeningconnectionswithothers.寻求与其他人之间的联系。RichRewards–Indulgentexperiencesthatofferrespiteandreward.放纵之后放松与回报PassionandPurpose–Experiencesthatintroducenewmeaning,purposeorgoalsinlife.体验新的人生的意义、目的或目标。2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior12ThesubtrendsforSustainableLivesinclude:追求可持续的生活方式ConservingResources–livinginaworldwhereresourcesareincreasinglyinshortsupply.节约资源GoodCauses–explainshowconsumersaresupportingaworthycausethroughpurchasechoices.给购买决策正当理由FairTreatment–isabouttreatinganimalsandpeoplefairlyintheproductionprocess.公平与善待ClimateConscious–focusesonprotectingtheworld’senvironmentandbiodiversity.全球气候意识WaronWaste–highlightsthedrivetoreducethewastefulresultsofconsumption.向浪费宣战2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior13ThesubtrendsforQuestforHealth&Wellnessare:追求健康与健壮的平衡ProactivePrevention–Proactivelydefendingthebodyagainstfutureillnessviahealthierchoices.预先防范FindingBalance–Lookingforemotionalandphysicalbalancevianutritionandlifestyle.通过营养和生活方式寻求情感和身体健康的平衡ImageControl–Managingweightandexternalappearance.外形控制。GoodStart–Ensuringchildrengetthebeststartinlife.好的开端NaturallyGood–searchingforthebestfromnaturetoimprovehealth.追求自然好。CopingStrategies-usingorexcludingproductsinaresponsetomoderndayailments.通过使用和杜绝产品来应对现代疾病。2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior14Thesub-trendsforConsumersinControlare:控制消费RedefiningValue–deepeningdesireforgoodvaluebeyondthepricealone.重新定义希望的价值,不仅以价格来定义。ExpertStatus-growthinpursuitofknowledgeanddiscernmentforidentityandstatus.重视专家意见。TangibleBenefits–focusingonproofofrealtangiblebenefitsandestablishedquality.看重有形的价值与质量CounselledConsumption–theriseofspecialistadvisorsandpeerreviewsforallconsumptions.看重消费忠告（专家意见）ExclusiveChoices-thereisagrowingdemandforexclusivityandrarity.追求独特和稀有消费。2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior15Thesub-trendsforKeepingitRealare:保持真实

BacktoBasics–adoptingtraditionalapproachesandskillstomeettoday’sneeds.以返璞归真应对今天的需要。CelebratingTradition–takingthebesttraditionandheritagetomeetmoderntastes.弘扬传统Craftsmanship–thereisarisinginterestinthepeopleandartisanskillsbehindproducts.欣赏手工BehindtheScenes–Transparencyisnowamarkofqualityandtrust.了解幕后——透明是质量和信任的标志。PassionforPlace–Weareseeingagrowinginterestoriginasamarkofqualityandtrust.对原产地的热衷EmbracingtheSeasons–growinginterestinconsumingseasonalproduce.追捧季节品2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior16

TheNewP’sofMarketing

新的营销组合Protection:Protectingconsumersfromuncertaintyandrisk。保护Practical:Helpingconsumerstoplanandbemoreself-reliant。实用-帮助消费者计划和自行决策。Permission:Encouragingconsumerstomakeconnectionsandseethepositivesofalifewithless。允诺——鼓励消费者建立一身的联系和积极的看待人生（以较小的花销）。Purpose:Givingconsumersnewmeaningandpurposetotheirlives。给消费者新的生活的意义和目的。Pride:Re-buildingasenseofprideandachievement。重建自豪感和成就感。2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior172024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior182024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior1910.2CulturalAnalysisofGlobalmarkets对全球市场的文化分析Culturalanalysisinvolvestheabilitytounderstandandbeeffectiveincommunicatingwiththecorevaluesofasociety.文化分析包括理解能力和用某个核心价值观去有效的影响某个社会的能力。要适应而不是改变。Globalmarketersfindit’susefultotrackglobaltrendstopredictandbetterunderstandhowconsumersinvariouspartsoftheworldwillbechanging.理解世界变化趋势和世界各地的消费者的变化是十分重要的。2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior2010.2.1跨文化分析Cross-cultureAnalysisCross-culturalanalysisisthesystematiccomparisonofsimilaritiesanddifferencesinthematerialandbehavioralaspectsofcultures.跨文化分析是指系统地对文化、物质和行为方面的相似性和差异性进行对比。Culturalanalysisprovidesanapproachtounderstandingtheconsumerbehaviorofdiversenationsanddiversegroupswithinanation.文化分析提供了一条理解不同国家消费者和同一国家的不同群体的消费者行为的途径。也是制定营销战略的基础。2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior2110.2.2CanMarketingBeStandardized?市场营销可以标准化吗？StandardizationbasedonSimilarities基于相似性之上的标准化基于普遍性基础上的市场营销战略LocalizationBasedonDifferences在差别基础上的地方化ChoiceoftheEnterprises:企业的选择:Goingglobalandactinglocal全球思维与地方行动GlobalAdvertisingEffectiveness

全球广告的有效性Adcharacteristicsthataresuitableforaglobalizedadvertisingapproach:适用于全球化的广告的特征:Thecommunicationsmessageisbasedonsimilarlifestyles沟通信息是基于相似的生活方式之上；Theappealoftheadistobasichumanneedsandemotions广告的表现是基于人类的需要和情感；Theproductsatisfiesuniversalneedsanddesires产品满足的是普遍的需求和愿望2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior2210.2.3Overcomethelangueobstacles战胜语言障碍Standardizationmarketingmustovercomelangueproblems.标准化营销方案必须克服语言障碍BackTranslation逆向翻译BrandName品牌名称ImplicationsofEnglishName英文名称的含义Pronunciation发音Whetherthereisasimilarnameabroad是否在国外有同名或接近2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior232024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior2410.3ResearchMethodologyforCross-CulturalAnalysis跨文化分析的方法multi-attributemethodologyhasdominatedrecentconsumerbehaviorliterature多属性分析法占重要地位Focusgroups,atraditionalformofconsumerresearch,arealsoapplicableonaglobalbasis.焦点小组访谈ContentAnalysis内容分析2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior25泛太平洋地区的消费者行为

ConsumerBehaviorinthePacificRimIndia印度SouthKorea韩国Australia澳大利亚China中国Japan日本2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior2610.4.2拉丁美洲的消费者TheLatinAmericanConsumerNAFTA(北美自由贸易协议）hasincreasedU.S.-Mexicotrade.美国产品受欢迎。U.S.productsviewedfavorably.西班牙语很重要。Spanishlanguagevariationspossiblyimportant.2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior2710.4.3东欧的消费者TheEastEuropeanConsumer对西方产品的巨大需求。Westernproductsareinhugedemand收入低于西方或国家,但生产率正在提高。IncomeislessthaninwesternEurope,butproductivityisrisingafterpoliticalturmoilintheearly1990s.市场营销需要理解不同的文化和商业实践活动。Marketingrequiresanunderstandingofthedifferentculturesandbusinesspractices.2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior2810.4.4西欧消费者TheWestEuropeanConsumer欧盟包含了很多好国家。

TheEUcontainsmanynations,cultures,andlanguages不存在欧盟消费者一说。Thereisno“Euroconsumer”2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior2910.4.5非洲消费者TheAfricanConsumer非洲正在发生快速的变化。受过去殖民统治者的影响,非洲人通常讲双语。Africaischangingrapidly.Africansareoftenbilingual,speakingtheirownlanguageandthatofformerEuropeancolonialadministrators.讲法语、英语和德语的当地人,会更欢迎法国、英国和德国的产品。ThecultureandbusinessclimateisstronglyinfluencedbyEuropewithFrancophone(formerFrenchcolony)countrieslikingFrenchproducts.AnglophonecountriesgivehighmarkstoBritishandGermangoods.美国产品受高度关注,但只有富有的人能够负担得起。Americanproductsarehighlyregardedbutonlythewell-to-docanaffordthem.2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior3010.4.6跨文化问题的范围Cross-CulturalProblemAreasTranslation翻译NationalLanguagesandDialects各国的标准语言和地方语言Timeperception时间观念Symbols符号象征Friendship友谊Etiquette礼节NonverbalBehavior非语言行为Country-of-OriginIssues原产国问题Ethnocentricity种族主义Animosity仇恨Bi-nationalproducts双国产品2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior31Translation翻译促销信息必须精确的翻译。Promotionalmessagesmustbeaccuratelytranslated.避免错误的方法是“逆向翻译”。Themethodusedtoavoidmistakesisbacktranslation.（逆向翻译）Theprocessinvolvestranslatingthemessagebackandforthbydifferenttranslators.Inthiswaydifferencesinmeaningcanbeidentified.2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior32Timeperception时间概念不同的国家时间观念是不同的。Timeispreciousinwesterncultures.Howeverinmanyothercountries,timeismuchlessimportant.Astudywasperformedontheaccuracyofbankclocks,theaveragewalkingspeedofpedestriansonacitystreet,andhowlongittookpostalclerkstosellastampinseveralcultures:日本人在时间方面最精确。Onallthreemeasures,Japanhadthemostaccurateandfastesttimes.美国人和英国人属于第二和第三位。UnitedStatesandEnglandwereeithersecondorthirdoneach.印度尼西亚是时间观念最松宽的地方。Indonesiatendedtohavethemostrelaxedpace.Symbols符号象征（例子）7在加纳、肯尼亚是不吉利的数字，但在印度、捷克是吉利的数字。7isunluckyinGhana,Kenya,luckyinIndiaandtheCzechRepublic.4在中国和日本是不吉利的数字。4isunluckyinJapan,China.8、3.2的发音在香港是好运的声音。8,3,2soundgoodinHongKong.2024/12/433MaGuo,CEBA,TeachingNotesofConsumerBehaviorFriendship友谊在中和日本友谊在一些情况下可能替代法律体系。InChina&Japanfriendshipisasubstituteforalegalsystem.Weviewfriendshipsasmoredisposable.关系是极为重要的。Guanxi(personalrelationships)areseenascritical.2024/12/434MaGuo,CEBA,TeachingNotesofConsumerBehaviorEtiquette(礼节）拥抱和亲吻Huggingandkissing在拉美比在亚洲更为流行。MoreprevalentinLatinAmericathanhere:lessprevalentinAsiathanhere.饮食习惯EatinghabitsJapaneseslurpnoodles,Indianmeals,someEuropeanswon’teatanyfoodwiththeirfingers.2024/12/435MaGuo,CEBA,TeachingNotesofConsumerBehaviorNon-verbalBehavior非语言行为用与沟通的行为、动作和语调Actions,movementsandutterancesthatcommunicate.跳舞。InsomeRussianvillages,boysdancewithchairsuntilagirlindicatesinterest.SoinRussia,ItTakesOnetoTango.空间问题。Spacingissues语境。Context2024/12/436MaGuo,CEBA,TeachingNotesofConsumerBehavior2024/12/4MaGuo,CEBA,TeachingNotesofConsumerBehavior37原产地问题Country-of-OriginIssues双国产品Bi-nationalproducts用Y国的材料在X过装配。“assembledinXusingmaterialsfromY.”日本公司的在墨西哥生产的产品。MadeinMexicobyaJapanesecompany.2024/12/4MaGuo,CEBA,Teach