[精选]百思买国际市场营销调研英文

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1、 百百 思思 买买 -国际市场营销分析国际市场营销分析国贸国贸1003班班1IntroductionMacro-environmentTragetmarket&analysis1234Marketentrystategy5Failure&recommendationContent6Conclusion21IntroductionIntroduction34BestBuysellsconsumerelectronicsandBestBuysellsconsumerelectronicsandavarietyofrelatedmerchandise,avarietyofrelatedmerchan

2、dise,includingsoftware,videogames,music,includingsoftware,videogames,music,DVDs,Blu-raydiscs,mobilephones,DVDs,Blu-raydiscs,mobilephones,digitalcamera,carstereosandvideodigitalcamera,carstereosandvideocameras,inanon-commissionedsalescameras,inanon-commissionedsalesenvironment.environment.5Companyoft

3、heYearin2004SpecialtyCompanyoftheYearin2004SpecialtyRetaileroftheDecadein2001RetaileroftheDecadein2001rankedintheTop10ofAmericasMostrankedintheTop10ofAmericasMostGenerousCorporationsin2005GenerousCorporationsin2005madeFortunemagazinesListofMostmadeFortunemagazinesListofMostAdmiredCompaniesin2006Admi

4、redCompaniesin20066Macro-Macro-environmentenvironment2ChinaChina?7ChinaChina?EconomicenvironmentWiththegrowthofChinesesustainedeconomicandtherisingofnationalincome,thepowerofnationalconsumptionisgrowing.Obviously,thepotentialinChinaishuge.8ChinaChina?PoliticalenvironmentpoliticalstabilityReformandop

5、eningHomeappliancestothecountryside9ChinaChina?SocioculturalenvironmentlongandcomplexofChineseculturecheap labor power10TragetTragetmarket&market&analysisanalysis311STP MarketingsegmentationBestBuypilotedits“customer-centricity”strategy,radicallyshiftingthecompanysstrategicemphasisfromproductsandtec

6、hnologytocustomers.Thegoalwastofocusonthemostattractivecustomersbasedontheimportantdifferencesbetweenthemintheirpurchasingandpreferencesinconsumerelectronics.Thecustomerbasehasbeensegmentedintoseveralbasiclifestylegroups.12STP MarketingsegmentationJillJillBarryBarryBuzzBuzzRayRayMr.StorefrontMr.Stor

7、efront OtherinterestingsegmentsaretheCarriess(young,singlefemales)andtheHelenandCharlies(oldercoupleswhosechildrenhavelefthome).13Basedonthesegmentation,themarketcoveragestrategyofbestbuyisdifferentiated.BestBuyhasavastmarketwithextensivepenetrationintheelectronicssector.BestBuysmarketconsistsofsmal

8、lbusinessownersincludinghomeofficeandthemajorityconsumer.Theirmarketwillbetechsavvymiddleclassconsumersaswellasbusinessowners.STP Marketingtargetingtargeting14STP MarketingpositioningpositioningGlobalConsumerCulturePositioning15 Competitive analysisBest Buys SWOT analysisBest Buys SWOT analysis16 Co

9、mpetitive analysisBest Buys SWOT analysisBest Buys SWOT analysis17ModeofModeofentryentry418TargetMarket:ChinaModeofEntryJoint Ventures19Dual branding InMay12,2006,BestBuyofficiallyannouncedtotheoutsideworld,：theacquisitionofJiangsuFiveStarAppliancehasbeenachievedbyholdcontrollinginterest.20challenge

10、casting couchOperation system of Bestbuy215Failure&Failure&RecommendationRecommendation22B Bestbuy announced on the official website,ItItwill close 9 stores in mainland of China23Why did it fail?24operation system:take the payment first after getting goodsthe phenomenon of brain drain is common 341o

11、ver positioning of target consumers lead to narrow market2reasons of failurePursuit suitable Chinese operation system,comply with Chinese consuming habit and psychologyMarket diversification 341Tostrengthenthepublicitybyadvertisingandsalespromotion2Recommendation6ConclusionConclusion27BestBuy become

12、 joint ventures.Using idea of dual branding and positioning the high level of consumers.BestBuy put forward an idea that the supplier to take the payment firstafter getting goods.However,this kind of operation system is not yet acclimated to Chinese market.So it has closed 9 stores in mainland of Ch

13、ina,28What can we learn from this lesson?respecthabitsofChineseconsemersmakefullpreparetionbeforeenteringintoa new market29THANKYOU309、静夜四无邻，荒居旧业贫。7月-237月-23Saturday,July 29,202310、雨中黄叶树，灯下白头人。11:01:4811:01:4811:017/29/2023 11:01:48 AM11、以我独沈久，愧君相见频。7月-2311:01:4811:01Jul-2329-Jul-2312、故人江海别，几度隔山川。11

14、:01:4811:01:4811:01Saturday,July 29,202313、乍见翻疑梦，相悲各问年。7月-237月-2311:01:4811:01:48July 29,202314、他乡生白发，旧国见青山。29七月202311:01:48上午11:01:487月-2315、比不了得就不比，得不到的就不要。七月2311:01上午7月-2311:01July 29,202316、行动出成果，工作出财富。2023/7/2911:01:4811:01:4829 July 202317、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。11:01:48上午11:01上午11:0

15、1:487月-239、没有失败，只有暂时停止成功！。7月-237月-23Saturday,July 29,202310、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。11:01:4811:01:4811:017/29/2023 11:01:48 AM11、成功就是日复一日那一点点小小努力的积累。7月-2311:01:4811:01Jul-2329-Jul-2312、世间成事，不求其绝对圆满，留一份不足，可得无限完美。11:01:4811:01:4811:01Saturday,July 29,202313、不知香积寺，数里入云峰。7月-237月-2311:01:4811:01:48Jul

16、y 29,202314、意志坚强的人能把世界放在手中像泥块一样任意揉捏。29七月202311:01:48上午11:01:487月-2315、楚塞三湘接，荆门九派通。七月2311:01上午7月-2311:01July 29,202316、少年十五二十时，步行夺得胡马骑。2023/7/2911:01:4811:01:4829 July 202317、空山新雨后，天气晚来秋。11:01:48上午11:01上午11:01:487月-239、杨柳散和风，青山澹吾虑。7月-237月-23Saturday,July 29,202310、阅读一切好书如同和过去最杰出的人谈话。11:01:4811:01:481

17、1:017/29/2023 11:01:48 AM11、越是没有本领的就越加自命不凡。7月-2311:01:4811:01Jul-2329-Jul-2312、越是无能的人，越喜欢挑剔别人的错儿。11:01:4811:01:4811:01Saturday,July 29,202313、知人者智，自知者明。胜人者有力，自胜者强。7月-237月-2311:01:4811:01:48July 29,202314、意志坚强的人能把世界放在手中像泥块一样任意揉捏。29七月202311:01:48上午11:01:487月-2315、最具挑战性的挑战莫过于提升自我。七月2311:01上午7月-2311:01J

18、uly 29,202316、业余生活要有意义，不要越轨。2023/7/2911:01:4811:01:4829 July 202317、一个人即使已登上顶峰，也仍要自强不息。11:01:48上午11:01上午11:01:487月-23MOMODA POWERPOINTLorem ipsum dolor sit amet,consectetur adipiscing elit.Fusce id urna blandit,eleifend nulla ac,fringilla purus.Nulla iaculis tempor felis ut cursus.感感 谢谢 您您 的的 下下 载载 观观 看看专家告诉