國(guó)際市場(chǎng)營(yíng)銷微觀環(huán)境(中英文)

1、市場(chǎng)營(yíng)銷的微觀環(huán)境市場(chǎng)營(yíng)銷的微觀環(huán)境企業(yè)競(jìng)爭(zhēng)者供應(yīng)商營(yíng)銷中介顧客微觀環(huán)境圖圖 市場(chǎng)營(yíng)銷的微觀環(huán)境結(jié)構(gòu)市場(chǎng)營(yíng)銷的微觀環(huán)境結(jié)構(gòu)pany 公司內(nèi)部環(huán)境Consistent with the plans made by top managementInternal management Work closely with other departmentmanagementdepartmentsFinancePurchasingManufacturingResearch &development4Pmarketing mix產(chǎn)品策略產(chǎn)品策略價(jià)格策略價(jià)格策略促銷策略促銷策略分銷策略分銷策略2.S

2、uppliers LOreal Group 歐萊雅集團(tuán)是財(cái)富世界500強(qiáng)之一，世界著名化妝品生產(chǎn)廠家，創(chuàng)建于1907年。歷經(jīng)近一個(gè)世紀(jì)的努力，歐萊雅已從一個(gè)小型家庭企業(yè)躍居世界化妝品行業(yè)的領(lǐng)頭羊。歐萊雅集團(tuán)的事業(yè)遍及150多個(gè)國(guó)家和地區(qū)，在全球擁有283家分公司及100多個(gè)代理商，歐萊雅集團(tuán)在全球還擁有50,491名員工、42家工廠和500多個(gè)優(yōu)質(zhì)品牌。作為全球最大的化妝品集團(tuán)，歐萊雅在近一個(gè)世紀(jì)的歷程里，不遺余力地為滿足世界各國(guó)人民對(duì)美的追求而奮斗；同樣肩負(fù)著這一崇高使命，歐萊雅于1997年正式來(lái)到中國(guó)。 目前其各類化妝品行銷全世界，廣受歡迎。除化妝品外，該集團(tuán)還經(jīng)營(yíng)高檔消費(fèi)品，并從事制藥和

3、皮膚病研究。產(chǎn)品有化妝品，染發(fā)用品，護(hù)膚品，防曬用品，彩妝，淡香水，香水和高檔消費(fèi)品。 現(xiàn)在歐萊雅集團(tuán)最大的兩大股東是歐萊雅品牌創(chuàng)始人的獨(dú)生女貝當(dāng)古夫人和雀巢集團(tuán)。 Suppliers are firms and individuals that provide the resources needed by the company and its competitors to produce goods and services. They are an important link in the companys overall customer “value delivery syste

4、m.” 12One consideration is to watch supply availability (such as supply shortages). Another point of concern is the monitoring of price trends of key inputs. Rising supply costs must be carefully monitored Supplier problems, such as delivery, price and quality etc., can seriously affect marketing.3.

5、 Marketing Intermediaries Marketing intermediaries are firms, which can help the company to promote, sell and distribute its goods to final buyers. And the following components are playing a critical role in the marketing intermediaries.MarketingMarketing Intermediaries IntermediariesMarketing Inter

6、mediariesResellers: help the company find customers or make sales to them. Such as: wholesalers and retailers.Physical distribution films: help the company to stock and move goods from origin areas to destination.Marketing services agencies: help the company target and promote its products to the ri

7、ght market. Such as the marketing research firms, advertising agencies, media firms and marketing consultancies.Financial intermediaries: help finance transactions or insure against the risks related to the buying and selling of goods. Including banks, credit companies, insurance companies and other

8、 businesses. 4.Customers Customer is king . So the company must study it is customer market closely .There are six types of customer markets .Consumer market Business markets Reseller markets Institutional markets Government markets International markets If you want to occupy a strong position in th

9、e market, then grabbed the first from the customer5. Competitors To be successful, a company must provide greater customer value and satisfaction than its competitors do. So, they must gain strategic advantage by positioning their offering strongly against competitors offerings in the minds of consu

10、mers.競(jìng)爭(zhēng)者愿望競(jìng)爭(zhēng)者愿望競(jìng)爭(zhēng)者Desired competitors一般競(jìng)爭(zhēng)者一般競(jìng)爭(zhēng)者General competitorsAB產(chǎn)品形式競(jìng)爭(zhēng)者產(chǎn)品形式競(jìng)爭(zhēng)者Products form competitorsC我想吃什么？比薩餅冷飲糖果我想吃哪種糖果？水果糖巧克力奶糖我想滿足什么？運(yùn)動(dòng)看電影吃東西我想吃哪種奶糖？金絲猴大白兔喔喔D品牌競(jìng)爭(zhēng)者品牌競(jìng)爭(zhēng)者Brand competitors Coca Cola vs. Pepsi P&G vs. Unilever6.publics Any group that has an actual or potential interest in or impact on an organizations ability to achieve its objectives. Financial publics which affect the companys ability to obtain funds. Media publics which carry news, features and editorial opinion for or against the company. Government publics Citizen-