chapter4 国际目标市场营销与国际市场进入方式(1).pptxVIP

第4章 国际目标市场营销与国际市场进入方式;Chapter 4 STP strategy and international market entry mode国际目标市场营销与国际市场进入方式; Case study: Rose card of Taishin Bank;目标市场营销（STP）的步骤; 市场细分的概念 Market segmentation involves dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. heterogeneous homogeneous 异质性 同质性; 国际市场细分： 企业按照一定的细分标准，把整个国际市场细分为若干个需求不同的产品和营销组合的子市场，其中任何一个子市场中的消费者都具有相同或相似的需求特征，企业可以在这些子市场中选择一个或多个作为其目标市场。 International market segmentation： According to certain criteria, the entire international market is divided into a number of sub-markets which require different marketing mix consumers in each sub-market have same or similar demand characteristics Companies can select one or more sub-markets as target market.; Macro-segmentation and Micro-segmentation 国际市场宏观细分和微观细分; Criteria of Macro-segmentation 国际市场宏观细分标准;里兹克拉的组合细分法; Criteria of Micro-segmentation（consumer market) 国际市场微观细分标准 (消费者市场);Geographic segmentation divides the market into different geographical units such as nations, regions, states, counties, or cities ; Demographic segmentation divides the market into groups based on variables such as age, gender, family size, family life cycle, income, occupation, education, religion, race, generation, and nationality ; Psychographic segmentation divides buyers into different groups based on lifestyle, or personality traits ;Behavioral segmentation divides buyers into groups based on their knowledge, attitudes, uses, or responses to a product Occasions Benefits sought User status Usage rate Loyalty status ;Target market consists of a set of buyers who share common needs or characteristics that the company decides to serve 国际目标市场的选择包括： 第一步，从众多国家和地区中确定目标国家和地区； 第二步，在确定的国家和地区的子市场中选择具体营销的目标市场。;Criteria of assessing international target market  评估国际目标市场的标准;案例：华为的国际化之路 （先易后难模式）