精選消費(fèi)者行為學(xué)第十章

2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior1Chapter10:TheInternationalConsumer第10章國際消費(fèi)者2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior2Keystudyingpoints學(xué)習(xí)要點(diǎn)ImportanceofGlobalThinkinginMarketing全球思維的重要性StructureofGlobalMarkets

全球市場的結(jié)構(gòu)GlobalmarketingStrategy

全球市場營銷戰(zhàn)略2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior310.1.GlobalConsumerMarkets10.1.1全球營銷戰(zhàn)略GlobalmarketingStrategyTheforcesaffectingglobalizationofmarketsandinternationalcompetitionhavebeenidentifiedbyMichaelPortertoincludethefollowing:

邁克爾.波特確定出了幾個(gè)主要影響市場全球化和國際競爭的因素:Growingsimilaritiesintermsofavailableinfrastructure,distributionchannels,andmarketingapproaches;

各國在基礎(chǔ)設(shè)施、分銷渠道、營銷方法的日益增長的相似性；Fluidglobalcapital資本市場的流動性Technologicalrestructuringandtheintegratingroleoftechnology技術(shù)重組與技術(shù)整合Newglobalcompetition新的全球競爭者2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior42022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior510.1.2全球營銷思維的重要性ImportanceofGlobalThinkinginMarketingMulti-nationalenterprisesandglobalcompanies跨國公司和全球化公司——大小公司均可成為全球化公司Thecontentsofglobalizationthinking全球化思維的內(nèi)涵——利用全球資源是關(guān)鍵Interactionofcultures文化的交融2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior610.1.3全球市場結(jié)構(gòu)StructureofGlobalMarketsPopulation人口狀況Thetendsofglobalpopulation全球化人口趨勢Rapidgrowthdespitefallingfertilityindevelopingnations發(fā)展中國家人口迅速增長，盡管出生率下降；Prolongedbelow-replacementfertilityindevelopednations發(fā)達(dá)國家的低出生率的繼續(xù)走低；（資料1.資料2）Rapidurbanizationinlessdevelopedcountries,withunprecedentedmigrationfromLDCstomoreaffluentindustrializednations次發(fā)達(dá)國家的迅速城市化,貧窮國家大量向富裕國家移民。2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior710.1.4快速和慢速增長的市場FastandSlowGrowthMarkets出生率不足的問題BirthDearth(西方發(fā)達(dá)國家）快速增長的人口Fast-Growthpopulations（2011年10月30日達(dá)到70億，預(yù)計(jì)2050年達(dá)到90億）經(jīng)濟(jì)資源與市場吸引力EconomicandResourcesandMarketAttractiveness人口與經(jīng)濟(jì)都增長的國家最具吸引力人均收入人均國內(nèi)生產(chǎn)總值GDP(GrossDomesticProduct)percapita人口自然增長率壽命期城市人口ChangingTendencyofGlobalMarkets全球市場變化趨勢GrowingofNewMarkets新興市場的崛起壯大（如中國、印度）Developedcountriescontinuallyconcernhealthandmaterialcultureofindividuals.發(fā)達(dá)國家繼續(xù)關(guān)注個(gè)人的健康和物質(zhì)文化。Innextdecade,thegapsbetweenpoorandrichwillbecomewiderduetopoorpopulationgrowingfasterthantheirincome.由于貧窮人口增長大于收入的增長，在下一個(gè)十年貧富差距會擴(kuò)大。2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior8Inthetradesbetweensouthandnorth,thegapsbetweencountrieswillbebigger.南北貿(mào)易中，國家間的技術(shù)水平差距加大。Theilliteracyamountofdevelopingcountrieswilldecline.發(fā)展中國家的文盲數(shù)量下降。MoreEasternEuropeancountrieswilljointintoEU.東歐國家將加入歐盟。2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior9Globalconsumertrends全球新消費(fèi)趨勢Fluidlives不固定的生活Simplypleasures簡單的娛樂Responsiblelivings對生活負(fù)責(zé)Questhealthandwellness健康與健壯的平衡Consumerincontrol消費(fèi)者掌控Keepingitreal保持真實(shí)2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior10Thesub-trendsforFluidLivesare:流動生活下的追求SimplebyDesign–solutionsthatreducecomplexityorsavetime.簡化的款式WindingDown–talksaboutslowingdownandescapingtorechargethebodyandmind

放松和逃離壓力ConvenientlyThere-Describestheneedforeverimprovedconvenienceandportability追求方便GuidedChoice–waystomakegoodchoicesquicklyandeasily選購指導(dǎo)PeakPerformance–Managingyourphysicalandmentalperformancethroughouttheday希望自己能有最佳表現(xiàn)2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior11Thesub-trendsforsimplypleasureare：

簡單娛樂下的需求FunandPlay–enjoymentthroughplayandnovelty.

好玩和新鮮。Co-Creation–Theenjoymentandfunofbeingpartofthecreativeprocess.好玩成為創(chuàng)新的一部分。EnhancedSensations–Desireforintensifiessensoryexperiences.加深感知和體驗(yàn)。SeekingConnections–Making,maintainingordeepeningconnectionswithothers.尋求與其他人之間的聯(lián)系。RichRewards–Indulgentexperiencesthatofferrespiteandreward.放縱之后放松與回報(bào)PassionandPurpose–Experiencesthatintroducenewmeaning,purposeorgoalsinlife.體驗(yàn)新的人生的意義、目的或目標(biāo)。2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior12ThesubtrendsforSustainableLivesinclude:追求可持續(xù)的生活方式ConservingResources–livinginaworldwhereresourcesareincreasinglyinshortsupply.節(jié)約資源GoodCauses–explainshowconsumersaresupportingaworthycausethroughpurchasechoices.給購買決策正當(dāng)理由FairTreatment–isabouttreatinganimalsandpeoplefairlyintheproductionprocess.公平與善待ClimateConscious–focusesonprotectingtheworld’senvironmentandbiodiversity.全球氣候意識WaronWaste–highlightsthedrivetoreducethewastefulresultsofconsumption.向浪費(fèi)宣戰(zhàn)2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior13ThesubtrendsforQuestforHealth&Wellnessare：追求健康與健壯的平衡ProactivePrevention–Proactivelydefendingthebodyagainstfutureillnessviahealthierchoices.預(yù)先防范FindingBalance–Lookingforemotionalandphysicalbalancevianutritionandlifestyle.通過營養(yǎng)和生活方式尋求情感和身體健康的平衡ImageControl–Managingweightandexternalappearance.外形控制。GoodStart–Ensuringchildrengetthebeststartinlife.好的開端NaturallyGood–searchingforthebestfromnaturetoimprovehealth.追求自然好。CopingStrategies-usingorexcludingproductsinaresponsetomoderndayailments.通過使用和杜絕產(chǎn)品來應(yīng)對現(xiàn)代疾病。

2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior14Thesub-trendsforConsumersinControlare：控制消費(fèi)RedefiningValue–deepeningdesireforgoodvaluebeyondthepricealone.重新定義希望的價(jià)值，不僅以價(jià)格來定義。ExpertStatus-growthinpursuitofknowledgeanddiscernmentforidentityandstatus.重視專家意見。TangibleBenefits–focusingonproofofrealtangiblebenefitsandestablishedquality.看重有形的價(jià)值與質(zhì)量CounselledConsumption–theriseofspecialistadvisorsandpeerreviewsforallconsumptions.看重消費(fèi)忠告（專家意見）ExclusiveChoices-thereisagrowingdemandforexclusivityandrarity.追求獨(dú)特和稀有消費(fèi)。

2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior15Thesub-trendsforKeepingitRealare：保持真實(shí)

BacktoBasics–adoptingtraditionalapproachesandskillstomeettoday’sneeds.以返璞歸真應(yīng)對今天的需要。CelebratingTradition–takingthebesttraditionandheritagetomeetmoderntastes.弘揚(yáng)傳統(tǒng)Craftsmanship–thereisarisinginterestinthepeopleandartisanskillsbehindproducts.欣賞手工BehindtheScenes–Transparencyisnowamarkofqualityandtrust.了解幕后——透明是質(zhì)量和信任的標(biāo)志。PassionforPlace–Weareseeingagrowinginterestoriginasamarkofqualityandtrust.對原產(chǎn)地的熱衷EmbracingtheSeasons–growinginterestinconsumingseasonalproduce.追捧季節(jié)品2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior16Goingglobalandactinglocal全球思維與地方行動8、3、2的發(fā)音在香港是好運(yùn)的聲音。GoodStart–Ensuringchildrengetthebeststartinlife.市場營銷需要理解不同的文化和商業(yè)實(shí)踐活動。Africaischangingrapidly.Prolongedbelow-replacementfertilityindevelopednations發(fā)達(dá)國家的低出生率的繼續(xù)走低；MaGuo,CEBA,TeachingNotesofConsumerBehaviorFocusgroups,atraditionalformofconsumerresearch,arealsoapplicableonaglobalbasis.Thesub-trendsforKeepingitRealare：保持真實(shí)Asglobalthinking,themostimportantisnothowtosellinothercountriesorhowtouseresourcesofothercountries.GoodCauses–explainshowconsumersaresupportingaworthycausethroughpurchasechoices.GrowingofNewMarkets新興市場的崛起壯大（如中國、印度）ConservingResources–livinginaworldwhereresourcesareincreasinglyinshortsupply.1跨文化分析Cross-cultureAnalysisRedefiningValue–deepeningdesireforgoodvaluebeyondthepricealone.

TheNewP’sofMarketing

新的營銷組合Protection:Protectingconsumersfromuncertaintyandrisk。保護(hù)Practical:Helpingconsumerstoplanandbemoreself-reliant。實(shí)用-幫助消費(fèi)者計(jì)劃和自行決策。Permission:Encouragingconsumerstomakeconnectionsandseethepositivesofalifewithless。允諾——鼓勵(lì)消費(fèi)者建立一身的聯(lián)系和積極的看待人生（以較小的花銷）。Purpose:Givingconsumersnewmeaningandpurposetotheirlives。給消費(fèi)者新的生活的意義和目的。Pride:Re-buildingasenseofprideandachievement。重建自豪感和成就感。2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior172022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior182022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior1910.2CulturalAnalysisofGlobalmarkets對全球市場的文化分析Culturalanalysisinvolvestheabilitytounderstandandbeeffectiveincommunicatingwiththecorevaluesofasociety.

文化分析包括理解能力和用某個(gè)核心價(jià)值觀去有效的影響某個(gè)社會的能力。要適應(yīng)而不是改變。Globalmarketersfindit’susefultotrackglobaltrendstopredictandbetterunderstandhowconsumersinvariouspartsoftheworldwillbechanging.

理解世界變化趨勢和世界各地的消費(fèi)者的變化是十分重要的。2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior2010.2.1跨文化分析Cross-cultureAnalysisCross-culturalanalysisisthesystematiccomparisonofsimilaritiesanddifferencesinthematerialandbehavioralaspectsofcultures.跨文化分析是指系統(tǒng)地對文化、物質(zhì)和行為方面的相似性和差異性進(jìn)行對比。Culturalanalysisprovidesanapproachtounderstandingtheconsumerbehaviorofdiversenationsanddiversegroupswithinanation.文化分析提供了一條理解不同國家消費(fèi)者和同一國家的不同群體的消費(fèi)者行為的途徑。也是制定營銷戰(zhàn)略的基礎(chǔ)。2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior2110.2.2CanMarketingBeStandardized?市場營銷可以標(biāo)準(zhǔn)化嗎？StandardizationbasedonSimilarities基于相似性之上的標(biāo)準(zhǔn)化基于普遍性基礎(chǔ)上的市場營銷戰(zhàn)略LocalizationBasedonDifferences在差別基礎(chǔ)上的地方化ChoiceoftheEnterprises:企業(yè)的選擇：Goingglobalandactinglocal全球思維與地方行動GlobalAdvertisingEffectiveness

全球廣告的有效性Adcharacteristicsthataresuitableforaglobalizedadvertisingapproach:適用于全球化的廣告的特征：Thecommunicationsmessageisbasedonsimilarlifestyles溝通信息是基于相似的生活方式之上；Theappealoftheadistobasichumanneedsandemotions廣告的表現(xiàn)是基于人類的需要和情感；Theproductsatisfiesuniversalneedsanddesires產(chǎn)品滿足的是普遍的需求和愿望2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior2210.2.3

Overcomethelangueobstacles戰(zhàn)勝語言障礙Standardizationmarketingmustovercomelangueproblems.標(biāo)準(zhǔn)化營銷方案必須克服語言障礙BackTranslation逆向翻譯BrandName品牌名稱ImplicationsofEnglishName英文名稱的含義Pronunciation發(fā)音Whetherthereisasimilarnameabroad是否在國外有同名或接近2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior232022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior2410.3ResearchMethodologyforCross-CulturalAnalysis跨文化分析的方法multi-attributemethodologyhasdominatedrecentconsumerbehaviorliterature多屬性分析法占重要地位Focusgroups,atraditionalformofconsumerresearch,arealsoapplicableonaglobalbasis.焦點(diǎn)小組訪談ContentAnalysis內(nèi)容分析2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior25泛太平洋地區(qū)的消費(fèi)者行為

ConsumerBehaviorinthePacificRimIndia印度SouthKorea韓國Australia澳大利亞China中國Japan日本2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior2610.4.2拉丁美洲的消費(fèi)者TheLatinAmericanConsumerNAFTA(北美自由貿(mào)易協(xié)議）hasincreasedU.S.-Mexicotrade.美國產(chǎn)品受歡迎。U.S.productsviewedfavorably.西班牙語很重要。Spanishlanguagevariationspossiblyimportant.2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior2710.4.3東歐的消費(fèi)者TheEastEuropeanConsumer對西方產(chǎn)品的巨大需求。Westernproductsareinhugedemand收入低于西方或國家，但生產(chǎn)率正在提高。IncomeislessthaninwesternEurope,butproductivityisrisingafterpoliticalturmoilintheearly1990s.市場營銷需要理解不同的文化和商業(yè)實(shí)踐活動。Marketingrequiresanunderstandingofthedifferentculturesandbusinesspractices.2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior2810.4.4西歐消費(fèi)者TheWestEuropeanConsumer歐盟包含了很多好國家。

TheEUcontainsmanynations,cultures,andlanguages不存在歐盟消費(fèi)者一說。Thereisno“Euroconsumer”2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior2910.4.5非洲消費(fèi)者TheAfricanConsumer非洲正在發(fā)生快速的變化。受過去殖民統(tǒng)治者的影響，非洲人通常講雙語。Africaischangingrapidly.Africansareoftenbilingual,speakingtheirownlanguageandthatofformerEuropeancolonialadministrators.講法語、英語和德語的當(dāng)?shù)厝耍瑫鼩g迎法國、英國和德國的產(chǎn)品。ThecultureandbusinessclimateisstronglyinfluencedbyEuropewithFrancophone(formerFrenchcolony)countrieslikingFrenchproducts.AnglophonecountriesgivehighmarkstoBritishandGermangoods.

美國產(chǎn)品受高度關(guān)注，但只有富有的人能夠負(fù)擔(dān)得起。Americanproductsarehighlyregardedbutonlythewell-to-docanaffordthem.2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior3010.4.6跨文化問題的范圍Cross-CulturalProblemAreasTranslation翻譯NationalLanguagesandDialects各國的標(biāo)準(zhǔn)語言和地方語言Timeperception時(shí)間觀念Symbols符號象征Friendship友誼Etiquette禮節(jié)NonverbalBehavior非語言行為Country-of-OriginIssues原產(chǎn)國問題Ethnocentricity種族主義Animosity仇恨Bi-nationalproducts雙國產(chǎn)品2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior31Translation翻譯促銷信息必須精確的翻譯。Promotionalmessagesmustbeaccuratelytranslated.避免錯(cuò)誤的方法是“逆向翻譯”。Themethodusedtoavoidmistakesisbacktranslation.（逆向翻譯）Theprocessinvolvestranslatingthemessagebackandforthbydifferenttranslators.Inthiswaydifferencesinmeaningcanbeidentified.2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior32Timeperception時(shí)間概念不同的國家時(shí)間觀念是不同的。Timeispreciousinwesterncultures.

Howeverinmanyothercountries,timeismuchlessimportant.Astudywasperformedontheaccuracyofbankclocks,theaveragewalkingspeedofpedestriansonacitystreet,andhowlongittookpostalclerkstosellastampinseveralcultures:日本人在時(shí)間方面最精確。Onallthreemeasures,Japanhadthemostaccurateandfastesttimes.美國人和英國人屬于第二和第三位。UnitedStatesandEnglandwereeithersecondorthirdoneach.印度尼西亞是時(shí)間觀念最松寬的地方。Indonesiatendedtohavethemostrelaxedpace.Symbols符號象征（例子）7在加納、肯尼亞是不吉利的數(shù)字，但在印度、捷克是吉利的數(shù)字。7isunluckyinGhana,Kenya,luckyinIndiaandtheCzechRepublic.4在中國和日本是不吉利的數(shù)字。4isunluckyinJapan,China.8、3、2的發(fā)音在香港是好運(yùn)的聲音。8,3,2soundgoodinHongKong.2022/11/2233MaGuo,CEBA,TeachingNotesofConsumerBehaviorFriendship友誼在中和日本友誼在一些情況下可能替代法律體系。InChina&Japanfriendshipisasubstituteforalegalsystem.Weviewfriendshipsasmoredisposable.關(guān)系是極為重要的。Guanxi(personalrelationships)areseenascritical.2022/11/2234MaGuo,CEBA,TeachingNotesofConsumerBehaviorEtiquette(禮節(jié)）擁抱和親吻Huggingandkissing在拉美比在亞洲更為流行。MoreprevalentinLatinAmericathanhere:lessprevalentinAsiathanhere.飲食習(xí)慣EatinghabitsJapaneseslurpnoodles,Indianmeals,someEuropeanswon’teatanyfoodwiththeirfingers.2022/11/2235MaGuo,CEBA,TeachingNotesofConsumerBehaviorAfricansareoftenbilingual,speakingtheirownlanguageandthatofformerEuropeancolonialadministrators.Loremipsumdolorsitamet,consecteturadipiscingelit.文化分析提供了一條理解不同國家消費(fèi)者和同一國家的不同群體的消費(fèi)者行為的途徑。GoodStart–Ensuringchildrengetthebeststartinlife.GrowingofNewMarkets新興市場的崛起壯大（如中國、印度）好玩成為創(chuàng)新的一部分。泛太平洋地區(qū)的消費(fèi)者行為

ConsumerBehaviorinthePacificRimSimplypleasures簡單的娛樂WindingDown–talksaboutslowingdownandescapingtorechargethebodyandmind放松和逃離壓力MaGuo,CEBA,TeachingNotesofConsumerBehaviorThesub-trendsforFluidLivesare:流動生活下的追求MaGuo,CEBA,TeachingNotesofConsumerBehavior標(biāo)準(zhǔn)化營銷方案必須克服語言障礙3ResearchMethodologyforCross-CulturalAnalysis跨文化分析的方法Africansareoftenbilingual,speakingtheirownlanguageandthatofformerEuropeancolonialadministrators.Growingsimilaritiesintermsofavailableinfrastructure,distributionchannels,andmarketingapproaches;Non-verbalBehavior非語言行為用與溝通的行為、動作和語調(diào)Actions,movementsandutterancesthatcommunicate.跳舞。InsomeRussianvillages,boysdancewithchairsuntilagirlindicatesinterest.SoinRussia,ItTakesOnetoTango.空間問題。Spacingissues語境。Context2022/11/2236MaGuo,CEBA,TeachingNotesofConsumerBehavior2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior37原產(chǎn)地問題Country-of-OriginIssues雙國產(chǎn)品Bi-nationalproducts用Y國的材料在X過裝配?！癮ssembledinXusingmaterialsfromY.”日本公司的在墨西哥生產(chǎn)的產(chǎn)品。MadeinMexicobyaJapanesecompany.2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior38Ethnocentricity（民族優(yōu)越感）人們會有一種常見的傾向：Itisacommontendencyforpeopleto:用自己群類的視角向他人解釋某種現(xiàn)象。Interpretothersfromtheperspectiveoftheirowngroup.拒絕與自己文化以相似的事物。Rejectthosewhoareculturallydissimilar.2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior39BinationalProducts雙國家產(chǎn)品Thecurrenttrendismanufacturingproductcomponentsinonecountryandassemblinginanother,ordesigninginoneandmanufacturinginanother.Firmsshouldconsidertheeffectsofmultiplenationaloriginsonproductqualityevaluations.2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior40Animosity（仇恨）有些人會不愿沒某些國家的產(chǎn)品。Somepeoplemayprefernottobuyproductsfromacertaincountry.例如，有的中國消費(fèi)者可能不太愿意買日本的產(chǎn)品。ChineseconsumershavebeenfoundtoholdanimositytowardsJapaneseproductsingeneral.年老的墨西哥人與年輕的墨西哥人相比，更不喜歡買美國造的產(chǎn)品。OlderMexicanconsumersarelesslikelytobuyU.S.productsthanyoungerMexicans.GlobalThinking全球思維Asglobalthinking,themostimportantisnothowtosellinothercountriesorhowtouseresourcesofothercountries.Itistounderstandglobalmarketingandabilitiesofdoingglobalmarketing.對于全球思維而言，最重要的不是如何在其它國家去銷售或利用用他國資源，而是理解全球營銷和進(jìn)行全球管理的能力。2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior41Itistoutilizethebestwaysthatcomefromallovertheworld,andavoidtheworstpossibility.采用來自全球的最好的方法，避免最差的可能。Itistounderstanddifferentcultures.關(guān)鍵是對不同文化的理解。2022/11/22MaGuo,CEBA,TeachingNotesofConsumerBehavior429、靜夜四無鄰，荒