百思买国际市场营销调研英文

《百思买国际市场营销调研英文》由会员分享，可在线阅读，更多相关《百思买国际市场营销调研英文（32页珍藏版）》请在装配图网上搜索。

1、 百百 思思 买买 -国际市场营销分国际市场营销分析析 国贸国贸10031003班班 1IntroductionMacro-environmentTraget market&analysis1234Market entry stategy5Failure&recommendation Content6Conclusion21IntroductionIntroduction34Best Buy sells consumer electronics and Best Buy sells consumer electronics and a variety of related merchandis

2、e,a variety of related merchandise,including software,video games,music,including software,video games,music,DVDs,Blu-ray discs,mobile phones,DVDs,Blu-ray discs,mobile phones,digital camera,car stereos and video digital camera,car stereos and video cameras,in a non-commissioned sales cameras,in a no

3、n-commissioned sales environment.environment.5Company of the Year in 2004 Specialty Company of the Year in 2004 Specialty Retailer of the Decadein 2001Retailer of the Decadein 2001ranked in the Top 10 of Americas Most ranked in the Top 10 of Americas Most Generous Corporations in 2005Generous Corpor

4、ations in 2005made Fortune magazines List of Most made Fortune magazines List of Most Admired Companies in 2006Admired Companies in 20066Macro-Macro-environmentenvironment 2ChinaChina?7ChinaChina?Economic environmentWith the growth of Chinese sustained economic and the rising of national income,the

5、power of national consumption is growing.Obviously,the potential in China is huge.8ChinaChina?Political environmentpolitical stabilityReform and openingHome appliances to the countryside9ChinaChina?Sociocultural environmentlong and complex of Chinese culturecheap labor power10Traget Traget market&ma

6、rket&analysisanalysis311STP Marketingsegmentation Best Buy piloted its“customer-centricity”strategy,radically shifting the companys strategic emphasis from products and technology to customers.The goal was to focus on the most attractive customers based on the important differences between them in t

7、heir purchasing and preferences in consumer electronics.The customer base has been segmented into several basic lifestyle groups.12STP Marketingsegmentation Jill Jill Barry Barry Buzz Buzz Ray Ray Mr.Storefront Mr.Storefront Other interesting segments are the Carriess(young,single females)and the He

8、len and Charlies(older couples whose children have left home).13 Based on the segmentation,the market coverage strategy of best buy is differentiated.Best Buy has a vast market with extensive penetration in the electronics sector.Best Buys market consists of small business owners including home offi

9、ce and the majority consumer.Their market will be tech savvy middle class consumers as well as business owners.STP Marketingtargetingtargeting14STP Marketingpositioningpositioning Global Consumer Culture Positioning15 Competitive analysisBest Buys SWOT analysisBest Buys SWOT analysis16 Competitive a

10、nalysisBest Buys SWOT analysisBest Buys SWOT analysis17Mode of Mode of entryentry418Target Market:ChinaMode of EntryJoint Ventures19Dual branding In May 12,2006,Best Buy officially announced to the outside world,：the acquisition of Jiangsu Five Star Appliance has been achieved by hold controlling in

11、terest.20challengecasting couchOperation system of Bestbuy215 Failure&Failure&Recommendation Recommendation 22B Bestbuy announced on estbuy announced on the official website,the official website,It It will close 9 stores will close 9 stores in mainland ofin mainland of ChinaChina23Why did it failWhy

12、 did it fail?24operation system:take the payment first after getting goodsthe phenomenon of brain drain is common 341over positioning of target consumers lead to narrow market2reasons of failurePursuit suitable Chinese operation system,comply with Chinese consuming habit and psychologyMarket diversi

13、fication 341To strengthen the publicity by advertising and sales promotion2Recommendation6ConclusionConclusion27Best Buy become joint ventures.Using idea of dual branding and positioning the high level of consumers.Best Buy put forward an idea that the supplier to take the payment first after gettin

14、g goods.However,this kind of operation system is not yet acclimated to Chinese market.So it has closed 9 stores in mainland of China,28What can we learn from this lesson?respect habits of Chinese consemers make full preparetion before entering into a new market29THANKYOU309、静夜四无邻，荒居旧业贫。22.9.2022.9.2

15、0Tuesday,September 20,202210、雨中黄叶树，灯下白头人。14:29:1714:29:1714:299/20/2022 2:29:17 PM11、以我独沈久，愧君相见频。22.9.2014:29:1714:29Sep-2220-Sep-2212、故人江海别，几度隔山川。14:29:1714:29:1714:29Tuesday,September 20,202213、乍见翻疑梦，相悲各问年。22.9.2022.9.2014:29:1714:29:17September 20,202214、他乡生白发，旧国见青山。2022年9月20日星期二下午2时29分17秒14:29:1

16、722.9.2015、比不了得就不比，得不到的就不要。2022年9月下午2时29分22.9.2014:29September 20,202216、行动出成果，工作出财富。2022年9月20日星期二14时29分17秒14:29:1720 September 202217、做前，能够环视四周；做时，你只能或者最好沿着以脚为起点的射线向前。下午2时29分17秒下午2时29分14:29:1722.9.209、没有失败，只有暂时停止成功！。22.9.2022.9.20Tuesday,September 20,202210、很多事情努力了未必有结果，但是不努力却什么改变也没有。14:29:1714:29:

17、1714:299/20/2022 2:29:17 PM11、成功就是日复一日那一点点小小努力的积累。22.9.2014:29:1714:29Sep-2220-Sep-2212、世间成事，不求其绝对圆满，留一份不足，可得无限完美。14:29:1714:29:1714:29Tuesday,September 20,202213、不知香积寺，数里入云峰。22.9.2022.9.2014:29:1714:29:17September 20,202214、意志坚强的人能把世界放在手中像泥块一样任意揉捏。2022年9月20日星期二下午2时29分17秒14:29:1722.9.2015、楚塞三湘接，荆门九派

18、通。2022年9月下午2时29分22.9.2014:29September 20,202216、少年十五二十时，步行夺得胡马骑。2022年9月20日星期二14时29分17秒14:29:1720 September 202217、空山新雨后，天气晚来秋。下午2时29分17秒下午2时29分14:29:1722.9.209、杨柳散和风，青山澹吾虑。22.9.2022.9.20Tuesday,September 20,202210、阅读一切好书如同和过去最杰出的人谈话。14:29:1714:29:1714:299/20/2022 2:29:17 PM11、越是没有本领的就越加自命不凡。22.9.201

19、4:29:1714:29Sep-2220-Sep-2212、越是无能的人，越喜欢挑剔别人的错儿。14:29:1714:29:1714:29Tuesday,September 20,202213、知人者智，自知者明。胜人者有力，自胜者强。22.9.2022.9.2014:29:1714:29:17September 20,202214、意志坚强的人能把世界放在手中像泥块一样任意揉捏。2022年9月20日星期二下午2时29分17秒14:29:1722.9.2015、最具挑战性的挑战莫过于提升自我。2022年9月下午2时29分22.9.2014:29September 20,202216、业余生活要

20、有意义，不要越轨。2022年9月20日星期二14时29分17秒14:29:1720 September 202217、一个人即使已登上顶峰，也仍要自强不息。下午2时29分17秒下午2时29分14:29:1722.9.20MOMODA POWERPOINTLorem ipsum dolor sit amet,consectetur adipiscing elit.Fusce id urna blandit,eleifend nulla ac,fringilla purus.Nulla iaculis tempor felis ut cursus.感 谢 您 的 下 载 观 看感 谢 您 的 下 载 观 看专家告诉