产业市场和产业购买行为分析报告

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,演示文档,路漫漫其悠远,2024/11/20,产业市场和产业购买行为分析报告,Objectives目标,Be able to define the business market and explain how business markets differ from consumer markets.,Know the major factors that influence business buyer behavior.,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,Objectives目标,Understand the steps in the business buying decision process.,Understand institutional and government markets and how buyers in these markets make their buying decisions.,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,Sells jets exclusively for corporate use,300 500 customers worldwide,Rational,objective,and human factors influence business buyers decisions,Multiple people are involved in the decision,Buying influences include the CEO,pilot,board members,even spouses,Company has been highly successful,Gulfstream Aerospace 湾流航空公司,Case Study 案例研究,Definition 定义,Business Buyer Behavior:,The buying behavior of organizations that buy goods and services for use in the production of other products and services or for the purpose of reselling or renting them to others at a profit.,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,Business Markets 产业市场,Characteristics of Business Markets,Sales in the business market far exceed sales in consumer markets.,Business markets differ from consumer markets in many ways.,Marketing structure and demand,Nature of the buying unit,Types of decisions and the decision process,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,Marketing Structure and Demand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,Compared to consumer markets:,Business markets,have fewer but larger customers,Business customers,are more geographically concentrated,Demand is different,Demand is derived,Demand is price inelastic,Demand fluctuates more,and changes more,quickly,Nature of the Buying Unit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,Compared to consumer purchases:,Business purchases involve more buyers in the decision process.,Purchasing efforts are undertaken by professional buyers.,Types of Decisions and the Decision Process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,Compared to consumer purchases:,Business buyers face more complex buying decisions.,The buying process is more formalized.,Buyers and sellers work more closely together and build long-term relationships.,Business Buyer Behavior产业购买行为,Major Types of Buying Situations,Straight rebuy,Reordering without modification,Modified rebuy,Requires modification to prior purchase,New task,First-time purchase,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,Business Buyer Behavior产业购买行为,Systems Selling:,Buying a packaged solution to a problem from a single seller.,Convenience is a major benefit,Often a key marketing strategy for businesses seeking to win and hold accounts.,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,Participants in the Business Buying Process产业购买过程的参与者,Users,Buyers,Gatekeepers,Influencers,Deciders,使用者,购买者,门禁者,影响者,决策者,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,Economic trends,Supply conditions,Technological change,Regulatory and political environments,Competitive developments,Culture and customs,Organizational 组织因素,目标,政策,步骤,组织结构,系统,Objectives,Policies,Procedures,Organizational structure,Systems,Interpersonal 人际因素,权力,地位,趋向,说服力,Authority,Status,Empathy,Persuasiveness,Individual 个人因素,威信,年龄,教育,职位,个性,风险态度,Authority,Age,Education,Job position,Personality,Risk attitudes,Business Buying Process产业购买过程,Eight Stages:,Stage 1:Problem Recognition,Stage 2:General Need Description,Stage 3:Product Specification,Value analysis helps to reduce costs,Stage 4:Supplier Search,Supplier development,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,Business Buying Process产业购买过程,Eight Stages:,Stage 5:Proposal Solicitation,Stage 6:Supplier Selection,Stage 7:Order-Routine Specification,Blanket contracts are often used for maintenance,repair and operating items.,Stage 8:Performance Review,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,Business Buying Process产业购买过程,Business Buying on the Internet,E-procurement is growing rapidly.,Reverse auctions account for much of the online purchasing activity.,E-procurement offers many benefits:,Access to new suppliers,Lower purchasing costs,Quicker order processing and delivery,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,Institutional and Government Markets机构和政府市场,Institutional Markets,Consist of churches,schools,prisons,hospitals,nursing homes and other institutions that provide goods and services to people in their care.,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,Institutional and Government Markets机构和政府市场,Institutional Markets,Often characterized by low budgets and captive patrons.,Marketers may develop separate divisions and marketing mixes to service institutional markets.,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。,Institutional and Government Markets机构和政府市场,Govern