消费者行为学第十章

2019/10/19MaGuo,CEBA,TeachingNotesofConsumerBehavior1Chapter10:TheInternationalConsumer第10章国际消费者2019/10/19MaGuo,CEBA,TeachingNotesofConsumerBehavior2Keystudyingpoints学习要点ImportanceofGlobalThinkinginMarketing全球思维的重要性StructureofGlobalMarkets全球市场的结构GlobalmarketingStrategy全球市场营销战略2019/10/19MaGuo,CEBA,TeachingNotesofConsumerBehavior310.1.GlobalConsumerMarkets10.1.1全球营销战略GlobalmarketingStrategyTheforcesaffectingglobalizationofmarketsandinternationalcompetitionhavebeenidentifiedbyMichaelPortertoincludethefollowing:迈克尔.波特确定出了几个主要影响市场全球化和国际竞争的因素:Growingsimilaritiesintermsofavailableinfrastructure,distributionchannels,andmarketingapproaches;各国在基础设施、分销渠道、营销方法的日益增长的相似性；Fluidglobalcapital资本市场的流动性Technologicalrestructuringandtheintegratingroleoftechnology技术重组与技术整合Newglobalcompetition新的全球竞争者2019/10/19MaGuo,CEBA,TeachingNotesofConsumerBehavior42019/10/19MaGuo,CEBA,TeachingNotesofConsumerBehavior510.1.2全球营销思维的重要性ImportanceofGlobalThinkinginMarketingMulti-nationalenterprisesandglobalcompanies跨国公司和全球化公司——大小公司均可成为全球化公司Thecontentsofglobalizationthinking全球化思维的内涵——利用全球资源是关键Interactionofcultures文化的交融2019/10/19MaGuo,CEBA,TeachingNotesofConsumerBehavior610.1.3全球市场结构StructureofGlobalMarketsPopulation人口状况Thetendsofglobalpopulation全球化人口趋势Rapidgrowthdespitefallingfertilityindevelopingnations发展中国家人口迅速增长，尽管出生率下降；Prolongedbelow-replacementfertilityindevelopednations发达国家的低出生率的继续走低；（资料1.资料2）Rapidurbanizationinlessdevelopedcountries,withunprecedentedmigrationfromLDCstomoreaffluentindustrializednations次发达国家的迅速城市化,贫穷国家大量向富裕国家移民。2019/10/19MaGuo,CEBA,TeachingNotesofConsumerBehavior710.1.4快速和慢速增长的市场FastandSlowGrowthMarkets出生率不足的问题BirthDearth(西方发达国家）快速增长的人口Fast-Growthpopulations（2011年10月30日达到70亿，预计2050年达到90亿）经济资源与市场吸引力EconomicandResourcesandMarketAttractiveness人口与经济都增长的国家最具吸引力人均收入人均国内生产总值GDP(GrossDomesticProduct)percapita人口自然增长率寿命期城市人口ChangingTendencyofGlobalMarkets全球市场变化趋势GrowingofNewMarkets新兴市场的崛起壮大（如中国、印度）Developedcountriescontinuallyconcernhealthandmaterialcultureofindividuals.发达国家继续关注个人的健康和物质文化。Innextdecade,thegapsbetweenpoorandrichwillbecomewiderduetopoorpopulationgrowingfasterthantheirincome.由于贫穷人口增长大于收入的增长，在下一个十年贫富差距会扩大。2019/10/19MaGuo,CEBA,TeachingNotesofConsumerBehavior8Inthetradesbetweensouthandnorth,thegapsbetweencountrieswillbebigger.南北贸易中，国家间的技术水平差距加大。Theilliteracyamountofdevelopingcountrieswilldecline.发展中国家的文盲数量下降。MoreEasternEuropeancountrieswilljointintoEU.东欧国家将加入欧盟。2019/10/19MaGuo,CEBA,TeachingNotesofConsumerBehavior9Globalconsumertrends全球新消费趋势Fluidlives不固定的生活Simplypleasures简单的娱乐Responsiblelivings对生活负责Questhealthandwellness健康与健壮的平衡Consumerincontrol消费者掌控Keepingitreal保持真实2019/10/19MaGuo,CEBA,TeachingNotesofConsumerBehavior10Thesub-trendsforFluidLivesare:流动生活下的追求SimplebyDesign–solutionsthatreducecomplexityorsavetime.简化的款式WindingDown–talksaboutslowingdownandescapingtorechargethebodyandmind放松和逃离压力ConvenientlyThere-Describestheneedforeverimprovedconvenienceandportability追求方便GuidedChoice–waystomakegoodchoicesquicklyandeasily选购指导PeakPerformance–Managingyourphysicalandmentalperformancethroughouttheday希望自己能有最佳表现2019/10/19MaGuo,CEBA,TeachingNotesofConsumerBehavior11Thesub-trendsforsimplypleasureare：简单娱乐下的需求FunandPlay–enjoymentthroughplayandnovelty.好玩和新鲜。Co-Creation–Theenjoymentandfunofbeingpartofthecreativeprocess.好玩成为创新的一部分。EnhancedSensations–Desireforintensifiessensoryexperiences.加深感知和体验。SeekingConnections–Making,maintainingordeepeningconnectionswithothers.寻求与其他人之间的联系。RichRewards–Indulgentexperiencesthatofferrespiteandreward.放纵之后放松与回报PassionandPurpose–Experiencesthatintroducenewmeaning,purposeorgoalsinlife.体验新的人生的意义、目的或目标。2019/10/19MaGuo,CEBA,TeachingNotesofConsumerBehavior12ThesubtrendsforSustainableLivesinclude:追求可持续的生活方式ConservingResources–livinginaworldwhereresourcesareincreasinglyinshortsupply.节约资源GoodCauses–explainshowconsumersaresupportingaworthycausethroughpurchasechoices.给购买决策正当理由FairTreatment–isabouttreatinganimalsandpeoplefairlyintheproductionprocess.公平与善待ClimateConscious–focusesonprotectingtheworld’senvironmentandbiodiversity.全球气候意识WaronWaste–highlightsthedrivetoreducethewastefulresultsofconsumption.向浪费宣战2019/10/19MaGuo,CEBA,TeachingNotesofConsumerBehavior13ThesubtrendsforQuestforHealth&Wellnessare：追求健康与健壮的平衡ProactivePrevention–Proactivelydefendingthebodyagainstfutureillnessviahealthierchoices.预先防范FindingBalance–Lookingforemotionalandphysicalbalancevianutritionandlifestyle.通过营养和生活方式寻求情感和身体健康的平衡ImageControl–Managingweightandexternalappearance.外形控制。GoodStart–Ensuringchildrengetthebeststartinlife.好的开端NaturallyGood–searchingforthebestfromnaturetoimprovehealth.追求自然好。CopingStrategies-usingorexcludingproductsinaresponsetomoderndayailments.通过使用和杜绝产品来应对现代疾病。2019/10/19MaGuo,CEBA,TeachingNotesofConsumerBehavior14Thesub-trendsforConsumersinControlare：控制消费RedefiningValue–deepeningdesireforgoodvaluebeyondthepricealone.重新定义希望的价值，不仅以价格来定义。ExpertStatus-growthinpursuitofknowledgeanddiscernmentforidentityandstatus.重视专家意见。TangibleBenefits–focusingonproofofrealtangiblebenefitsandestab