国际贸易实务Chapter2方案.ppt

Chapter 2 General Procedures of Export and Import Transaction 1. Preparation Stage p.28 1.1 Preparation for Export General Procedures of Export 1.1.1 Market Research 1.1.2 Export Promotion 1.1.3 Credit Standing Investigation 1.2 Preparation for Import Three Stages General Procedures of Export 1.1 Preparation for Export 1.1.1 Market Research p.28 Definition: Market Research is a systematic, objective collection and analysis of data about a particular target market, competition, and environment. Market Research included: a) Conditions of Target Markets (目标市场状况) b) Market Prices (市场价格) c) Customer Preference (消费者偏好) d) Existing Competitors (现有的竞争对手) Conditions of Target Market: a) Political and economic condition b) Climate condition c) Social condition d) Geographic features and facilities of communication e) Legal environment Ways to Collect Information p.29 a) Direct Investigation (~ for first-hand information) Also called field investigation 实地调查或现场调查 Methods: Observational method 观察法 Experimental method 实验法 Questionnaire method 问卷调查法 b) Indirect Investigation (~ for second-hand information ) Methods: Collecting related information data, then screening it. C) Investigation Report It based on the information from the market research to help the upper management to make the right decision. *(cf. 中美学生差异) Q1: Where can you collect information data for market research? There are two forms of data collection: a) primary research (初级市场调研) Sales literature /advertising 促销的印刷品/广告; Trade fair and exhibition 商品交易会和展览会; Publicity 公共宣传; Public relations 公共关系；etc. b) secondary /desk research (二级市场调研/桌面研究) Governmental departments 政府部门（例如商务部）; Customs Offices 海关；Trade Missions贸易代表团；Mailing catalogs and price list邮寄公司目录和价目表；Export magazines and trade publications 期刊和贸易专业类出版物；Private business firms私人公司； The exporter’s local bank 出口商当地银行; etc. Q2: What Objects