《国际市场推广-国际化课程》课件-1.2国际市场推广调研

国际市场推广调研主讲教师：XXXLecturer：XXX日期：2025.01.01Date：2025.01.01InternationalMarketResearchContentandMethodsofInternationalMarketResearch国际市场调研的内容与方法01FormulationofanInternationalMarketResearchPlan国际市场调研方案制定0201国际市场调研的内容与方法ContentandMethodsofInternationalMarketResearch国际市场调研是指运用科学的调研方法与手段，系统地搜集、记录、整理、分析有关国际市场的各种基本状况及其影响因素，以帮助企业制定有效的市场营销决策，实现企业经营目标。InternationalMarketResearchreferstotheuseofscientificresearchmethodsandtoolstosystematicallycollect,record,organize,andanalyzevariousbasicconditionsandinfluencingfactorsrelatedtointernationalmarkets.Thishelpsbusinessesformulateeffectivemarketingdecisionsandachievetheirbusinessobjectives.InternationalMarketResearch国际市场调研国际市场调研是企业进入国际市场前必须进行的一项重要工作。通常包括以下内容：InternationalMarketResearchisacrucialtaskthatmustbeconductedbeforeacompanyentersaninternationalmarket.Ittypicallyincludesthefollowingcontent:政治法律环境分析PoliticalandLegalEnvironmentAnalysis社会文化环境分析Socio-CulturalEnvironmentAnalysis经济环境分析EconomicEnvironmentAnalysis目标市场分析TargetMarketAnalysis技术环境分析TechnologicalEnvironmentAnalysis消费者行为分析ConsumerBehaviorAnalysis分销渠道与促销方式分析DistributionChannelsandPromotionMethodsAnalysisMarketCompetitionEnvironmentAnalysis市场竞争环境分析ContentofInternationalMarketResearch国际市场调研的内容ContentofInternationalMarketResearch国际市场调研的内容01政治法律环境分析PoliticalandLegalEnvironmentAnalysis了解目标国家的政治稳定性、法律法规、贸易政策、关税和非关税壁垒等，以确保产品能够顺利进入市场并符合当地法规，同时确保自身在国际市场上的合法性和权益。Understandthetargetcountry'spoliticalstability,lawsandregulations,tradepolicies,tariffs,andnon-tariffbarrierstoensureproductscanenterthemarketsmoothly,complywithlocalregulations,andsafeguardthecompany'slegitimacyandrightsintheinternationalmarket.ContentofInternationalMarketResearch国际市场调研的内容02经济环境分析EconomicEnvironmentAnalysis研究目标国家的经济状况、汇率、通货膨胀率、消费水平、经济增长率等，评估市场的消费能力和商业潜力。Studythetargetcountry'seconomicconditions,exchangerates,inflationrates,consumptionlevels,economicgrowthrates,etc.,toassessthemarket'sconsumptioncapacityandbusinesspotential.Thisenablescompaniestounderstandthemacroeconomicsituationandformulatesuitablemarketstrategies.企业可以了解目标市场的宏观经济状况，从而制定适合的市场策略。ContentofInternationalMarketResearch国际市场调研的内容03社会文化环境分析Socio-CulturalEnvironmentAnalysis了解目标国家的社会结构、文化传统、消费习惯、教育水平等，以确定产品是否符合当地消费者的需求和喜好。Understandthetargetcountry'ssocialstructure,culturaltraditions,consumptionhabits,educationlevels,etc.,todetermineiftheproductalignswiththeneedsandpreferencesoflocalconsumers.Onlybydeeplyunderstandingtheculturalenvironmentofthetargetmarketcanlocalizedmarketingstrategiesbedeveloped.只有深入了解目标市场的文化环境，才能制定具有本地化特色的市场策略。ContentofInternationalMarketResearch国际市场调研的内容04目标市场分析TargetMarketAnalysis目标市场分析是企业进行国际市场调研的核心内容。ThisisthecoreofinternationalmarketresearchforbusinessesCompaniesneedtounderstandthetargetmarket'ssize,growthrate,marketshare,structure,anddemandtodetermineproductpositioning,targetcustomersegments,salesstrategies,andotherplanswithinthetargetmarket.企业需要了解目标市场的市场规模、市场增长率、市场份额、市场结构、市场需求等方面的信息，以便确定产品在目标市场中的定位、目标客户群体、销售策略等方案。ContentofInternationalMarketResearch国际市场调研的内容05研究目标国家的科技水平、互联网普及率、物流配送能力等，以评估产品的技术适应性和市场推广的可行性。Researchthetargetcountry'stechnologicallevel,internetpenetrationrate,logisticsanddistributioncapabilities,etc.,toassesstheproduct'stechnicaladaptabilityandthefeasibilityofmarketpromotion.市场竞争环境分析MarketCompetitionEnvironmentAnalysisContentofInternationalMarketResearch国际市场调研的内容06技术环境分析TechnologicalEnvironmentAnalysis分析目标市场的竞争对手、市场份额、产品定价、销售渠道、促销策略等，以制定有效的市场进入策略和竞争策略。Assessingthetargetmarket'scompetitors,marketshare,productpricing,saleschannels,andpromotionstrategiestoformulateeffectivemarketentryandcompetitivestrategies.ContentofInternationalMarketResearch国际市场调研的内容07研究目标市场消费者的购买动机、购买决策过程、品牌偏好、消费频率等，以更好地满足消费者需求并制定相应的营销策略。Studythepurchasingmotivations,decision-makingprocesses,brandpreferences,consumptionfrequency,etc.,ofconsumersinthetargetmarkettobettermeetconsumerneedsanddevelopcorrespondingmarketingstrategies.消费者行为分析ConsumerBehaviorAnalysisContentofInternationalMarketResearch国际市场调研的内容08研究目标市场的分销渠道类型、优缺点以及选择策略；了解目标市场可行的促销组合和促销策略，如佣金、折扣、抽奖和赞助等；研究目标市场可利用的广告媒体和广告形式，以及广告内容和广告时间的选择。Researchthetypes,advantages,disadvantages,andselectionstrategiesofdistributionchannelsinthetargetmarket;understandfeasiblepromotionmixesandstrategies(e.g.,commissions,discounts,contests,sponsorships);studyavailableadvertisingmediaandformats,aswellastheselectionofadvertisingcontentandtiming.分销渠道与促销方式分析DistributionChannelsandPromotionMethodsAnalysis也称为第二手资料调研或文献调研，是以在室内查阅的方式搜集与研究项目有关资料的过程。Alsoknownassecondaryresearchorliteratureresearch,itistheprocessofgatheringinformationrelatedtotheresearchprojectthroughindoorreviewofexistingdocuments.案头调研法DeskResearch利用互联网进行市场调研，包括在线问卷、社交媒体分析、搜索引擎优化等。Utilizingtheinternetformarketresearch,includingonlinequestionnaires,socialmediaanalysis,searchengineoptimization(SEO),etc.网上调研OnlineResearchMethodsofInternationalMarketResearch国际市场调研方法是国际市场调研人员采用实际调研的方式直接到国际市场上搜集情报信息的方法。Amethodwhereinternationalmarketresearchersdirectlygototheinternationalmarkettocollectinformationfirsthand.实地调研法FieldResearch1询问法SurveyMethod通过向目标市场的消费者、经销商、行业专家等发放问卷或进行访谈，了解他们对产品或市场的看法和需求。Distributingquestionnairesorconductinginterviewswithconsumers,distributors,industryexperts,etc.,inthetargetmarkettounderstandtheirviewsandneedsregardingtheproductormarket.MethodsofInternationalMarketResearch国际市场调研方法2观察法ObservationMethod通过实地观察目标市场的消费者行为、销售渠道、促销活动等，获取第一手的市场信息。Obtainingfirsthandmarketinformationbydirectlyobservingconsumerbehavior,saleschannels,promotionalactivities,etc.,inthetargetmarket.是国际市场调研人员采用实际调研的方式直接到国际市场上搜集情报信息的方法。Amethodwhereinternationalmarketresearchersdirectlygototheinternationalmarkettocollectinformationfirsthand.实地调研法FieldResearchMethodsofInternationalMarketResearch国际市场调研方法3实验法ExperimentationMethod在特定的市场环境下，通过实验来测试产品或服务的市场反应。Testingthemarketresponsetoaproductorservicethroughexperimentsconductedinaspecificmarketenvironment.是国际市场调研人员采用实际调研的方式直接到国际市场上搜集情报信息的方法。Amethodwhereinternationalmarketresearchersdirectlygototheinternationalmarkettocollectinformationfirsthand.实地调研法FieldResearchMethodsofInternationalMarketResearch国际市场调研方法付费调查或购买现成的市场报告PaidSurveysorPurchasingExistingMarketReports通过购买专业调查公司或市场研究机构的市场报告，获取目标市场的相关信息。Acquiringrelevantinformationaboutthetargetmarketbypurchasingreportsfromspecializedresearchfirmsormarketresearchagencies.实地考察FieldVisits通过实地拜访目标市场的客户、经销商、行业协会等，获取第一手的市场信息和客户反馈。Gainingfirsthandmarketinformationandcustomerfeedbackbyvisitingclients,distributors,industryassociations,etc.,inthetargetmarket.MethodsofInternationalMarketResearch国际市场调研方法02国际市场调研方案制定FormulationofanInternationalMarketResearchPlan随着全球化的不断深入，越来越多的企业都加快了全球产业化布局，而了解目标市场的情况以及竞争对手的情况则成为企业成功进入国际市场的重要前提。Asglobalizationdeepens,morecompaniesareacceleratingtheirglobalindustriallayout.Understandingthetargetmarketandcompetitorshasbecomeacrucialprerequisiteforsuccessfulmarketentry.因此，一份完备且有效的国际市场调研方案则显得尤为重要。Therefore,acomprehensiveandeffectiveinternationalmarketresearchplanisparticularlyimportant.那么，如何制定一份有效的国际市场调研方案呢？So,howtodevelopaneffectiveinternationalmarketresearchplan?FormulationofanInternationalMarketResearchPlan国际市场调研方案制定确定调研目标DefineResearchObjectives调研目标是指企业在国际市场中想要实现的目标。Researchobjectivesrefertothegoalsthecompanyaimstoachieveintheinternationalmarket.例如通过市场调研和数据分析，确定有潜力的国际市场，并了解该市场的消费习惯、竞争情况和市场规模等因素。Forexample,throughmarketresearchanddataanalysis,identifypromisinginternationalmarketsandunderstandfactorssuchasconsumptionhabits,competition,andmarketsize.FormulationofanInternationalMarketResearchPlan国际市场调研方案制定确定调研对象IdentifyResearchSubjects在确定了调研目标后，我们需要进一步确定调研对象。调研对象是指我们想要调研的具体对象，例如目标市场的潜在客户、竞争对手、渠道商等等。Afterdefiningtheobjectives,weneedtoidentifytheresearchsubjects–thespecificentitieswewanttoresearch,suchaspotentialcustomers,competitors,channelpartners,etc.,inthetargetmarket.根据调研对象的不同，我们需要采用不同的调研方法和手段。Differentresearchsubjectsmayrequiredifferentresearchmethodsandapproaches.FormulationofanInternationalMarketResearchPlan国际市场调研方案制定选择调研方法SelectResearchMethods常用的调研方法包括问卷调查、深度访谈、焦点小组、实地考察等。Commonresearchmethodsincludequestionnaires,in-depthinterviews,focusgroups,fieldvisits,etc.根据调研方法，我们需要准备相应的工具。例如，设计问卷调查表、制定访谈大纲、安排实地考察行程等。Basedonthechosenmethods,weneedtopreparecorrespondingtools.Forexample,designingquestionnaires,developinginterviewguides,arrangingfieldvisititineraries.FormulationofanInternationalMarketResearchPlan国际市场调研方案制定制定调研计划DeveloptheResearchPlan调研计划包括调研的时间、地点、调研人员的职责、调研的具体内容和调研的预算等等。Theresearchplanincludesthetiming,location,responsibilitiesofresearchers,specificcontent,andbudget.制定调研计划的目的是为了确保调研工作能够有条不紊地进行，以便及时为企业决策提供数据支持。Thepurposeofdevelopingaplanistoensuretheresearchproceedsinanorderlymanner,providingtimelydatasupportforcorporatedecision-making.FormulationofanInternationalMa