国际市场营销八

单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,二级,三级,四级,五级,2019年12月11日星期三4时19分28秒,#,百 思 买,-,国际市场营销分析,国贸,1003,班,1,Introduction,Macro-environment,Traget market&analysis,1,2,3,4,Market entry stategy,5,Failure&recommendation,Content,6,Conclusion,2,1,Introduction,3,4,Best Buy sells consumer electronics and a variety of related merchandise,including software,video games,music,DVDs,Blu-ray discs,mobile phones,digital camera,car stereos and video cameras,in a non-commissioned sales environment.,5,Company of the Year in 2004 Specialty Retailer of the Decadein 2001,ranked in the Top 10 of Americas Most Generous Corporations in 2005,made Fortune magazines List of Most Admired Companies in 2006,6,Macro-environment,2,China,?,7,China,?,Economic environment,With the growth of Chinese sustained economic and the rising of national income,the power of national consumption is growing.Obviously,the potential in China is huge.,8,China,?,Political environment,political stabilityReform and openingHome appliances to the countryside,9,China,?,Sociocultural environment,long andcomplex of Chineseculture,cheaplaborpower,10,Tragetmarket&analysis,3,11,STPMarketing,segmentation,Best Buypiloted its,“,“customer-centricity”strategy,radicallyshiftingthecompanys strategicemphasisfrom products andtechnology to customers.Thegoal wastofocusonthemostattractive customersbasedontheimportant differences betweenthemintheirpurchasing andpreferencesinconsumerelectronics.Thecustomerbase hasbeen segmentedinto severalbasiclifestyle groups.,12,STPMarketing,segmentation,Jill,Barry,Buzz,Ray,Mr.Storefront,Otherinterestingsegmentsarethe Carries,s(young,singlefemales)andthe Helen andCharlies(older coupleswhosechildrenhaveleft home).,13,Basedonthesegmentation,themarket coverage strategy of bestbuy is differentiated.,Best Buyhasavast marketwith extensivepenetrationintheelectronicssector.Best Buys marketconsistsofsmallbusinessownersincluding homeoffice andthemajorityconsumer.Theirmarketwillbetech savvy middleclassconsumersaswellasbusinessowners.,STPMarketing,targeting,14,STPMarketing,positioning,GlobalConsumerCulturePositioning,15,Competitiveanalysis,Best Buys SWOTanalysis,16,Competitiveanalysis,Best Buys SWOTanalysis,17,Mode of entry,4,18,TargetMarket:China,Mode of Entry,Joint Ventures,19,Dual,branding,InMay12,2006,Best Buyofficially announcedtotheoutsideworld,：,：,theacquisitionof,Jiangsu Five StarAppliancehasbeenachieved,byhold controlling interest.,20,challenge,casting couch,Operation system of,B,estbuy,21,5,Failure&,Recommendation,22,B,estbuyannounced on theofficialwebsite,It,will close 9stores in mainland ofChina,23,Whydid it fail,?,24,operation system:take the payment first after getting goods,the phenomenon of brain drain is common,3,4,1,o,ver,p,ositioning of target consumers lead to narrow market,2,reasons of failure,Pursuit suitable Chinese operation system,comply with Chinese consuming habit and psychology,Market diversification,3,4,1,To strengthen the publicity by advertising and sales promotion,2,Recommendation,6,Conclusion,27,B,est,B,uy become joint ventures,.,Using idea of dual branding,and positioning the high level of consumers.,Best,B,uy put forward an idea that the supplier to take the payment first,after getting goods.However,this kind of operation system is not yet acclimated to Chinese market.So it has closed,9 stores in mainland of China,28,What can we learn from this lesson?,respect habitsofChinese consemers,make fullpreparetionbefore entering into,a newmarket,29,THANKYOU,30,谢,谢,谢,1月-2320:16:1820:1620:161月-231月-2320:16,20:1620:16:181月-231月-2320:16:18,2023/1/5 20:16:18,9,、静夜四无,邻,邻，荒居旧,业,业贫。1月-231月-23,Thursday,January 5,2023,10,、雨中黄,叶,叶树，灯,下,下白头人,。,。20:16:1920:16:1920:16,1/5/20238:16:19PM,11,、以我,独,独沈久,，,，愧君,相,相见频,。,。1月-2320:16:1920:16,Jan-2305-Jan-23,12,、故人江,海,海别，几,度,度隔山川,。,。20:16:1920:16:1920:16,Thursday,January 5,2023,13,、,乍,乍,见,见,翻,翻,疑,疑,梦,梦,，,，,相,相,悲,悲,各,各,问,问,年,年,。,。,。,。1,月,月-231,月,月-2320:16:1920:16:19,January5,2023,14,、他乡生白,发,发，旧国见,青,青山。05 一月20238:16:19 下午20:16:191月-23,15,、比不,了,了得就,不,不比，,得,得不到,的,的就不,要,要。一月238:16 下,午,午1月-2320:16,January 5,2023,16,、行动出,成,成果，工,作,作出财富,。,。2023/1/520:16:1920:16:19,05 January 2023,17,、,做,做,前,前,，,，,能,能,够,够,环,环,视,视,四,四,周,周,；,；,做,做,时,时,，,，,你,你,只,只,能,能,或,或,者,者,最,最,好,好,沿,沿,着,着,以,以,脚,脚,为,为,起,起,点,点,的,的,射,射,线,线,向,向,前,前,。,。,。,。8:16:19,下,下,午,午8:16,下,下,午,午20:16:191,月,月-23,9,、没有失,败,败，只有,暂,暂时停止,成,成功！。1月-231月-23,Thursday,January 5,2023,10,、很多,事,事情努,力,力了未,必,必有结,果,果，但,是,是不努,力,力却什,么,么改变,也,也没有,。,。20:16:1920:16:1920:16,1/5/20238:16:19 PM,11,、,成,成,功,功,就,就,是,是,日,日,复,复,一,一,日,日,那,那,一,一,点,点,点,点,小,小,小,小,努,努,力,力,的,的,积,积,累,累,。,。,。,。1,月,月-2320:16:1920:16,Jan-2305-Jan-23,12,、世,间,间成,事,事，,不,不求,其,其绝,对,对圆,满,满，,留,留一,份,份不,足,足，,可,可得,无,无限,完,完美,。,。20:16:1920:16:1920:16,Thursday,January5,202