产品策略和分销策略在线视频

同学们好
Hello everyone

我是云南财经大学国际工商学院的张李丹老师
I am Zhang Lidan of international business school of Yunnan uuniversity of Finance and economics

本章
In this chapter

让我们一起探讨跨国公司的营销与研发
we will discuss global marketing and R&D

在本章中
In this chapter

我们首先回顾对市场全球化的争论
we first review the debate on market globalization

然后讨论跨国市场细分的问题
and then discuss the issue of intermarket segmentation

之后
After that

我们将展开说明市场营销组合战略的四个要素
we will explain the four elements of marketing mix strategy

探讨跨国公司面对各国差异如何对营销组合作出调整
and discuss how multinational companies adjust

探讨跨国公司面对各国差异如何对营销组合作出调整
their marketing mix in the face of national differences

最后
Finally

我们会聊一聊跨国公司的新产品研发问题
we will talk about the R & D of new products in international business

现代营销学的奠基人之一西奥多莱维特指出
Theodore Levitt, one of the founders of modern marketing

随着现代通信和交通技术的兴起
asserted that modern communication and transportation technology

消费者的品位和偏好正在朝全球趋同的方向发展
are facilitating a convergence of certain taste and preference

这给标准化的消费品创造了全球市场
which creates a global market for standardized consumer goods

然而许多专家认为他的观点有些极端
But some experts think his views are extreme

事实上
In fact

国与国仍然存在巨大差异
there are still huge differences between countries

全球标准化市场对于许多行业来说仍然很遥远
The global standardization market is still some way off in many industries

全球化与否的争论
However, these debates on globalization

给后续全球营销与研发的讨论提供了一个有趣的切入点
provides an interesting starting point for the subsequent discussion of global marketing and R&D

市场细分是指根据消费者意愿
Market segmentation refers to identifying distinct groups of consumers whose needs

需求和购买行为等某些重要方面将整个市场切割成若干单元的过程
wants,and purchasing behavior differ from others in important ways

可以形象理解为切生日蛋糕的过程
which can be considered as the process of cutting birthday cake

生日蛋糕可以有不同的切口
Birthday cake can have different incisions

这些切口就是市场细分的标准
and these incisions are rightly the criteria of market segmentation

比如地域
like geographical

人口特征
demographic characteristics

社会文化因素
social and cultural factors

心理因素等
psychological factors ,etc

最近
Recently

在普通的餐厅里流行着一款很有意思的酒叫江小白
a very interesting wine named Jiang Xiaobai is very popular in ordinary restaurants

它就切入了年轻人市场
It targeted the youth market, and gained the emotional identity of young people

用做文化衫的方式获得了年轻人的族群认同
which is more likely the way of making cultural shirts

用做文化衫的方式获得了年轻人的族群认同
With the particular segmentation and targeting strategy

成功地在白酒这个看似红海的市场中异军突起
Jiang Xiaobai successfully emerged in the Red Sea market of liquor

国际企业的管理者
When managers in an international business consider market segmentation in foreign countries

必须认识到国际市场细分有两个主要问题
they need to cognizant of two main issues

一是国家之间在市场细分结构上的差异
The first issue is the differences between countries in the structure of market segments

这种独特细分市场的存在便限制了
The difference of unique market segment limits

跨国公司在全球推行标准化营销战略的能力
the ability of multinational companies to implement standardized marketing strategy in the world

第二个问题是存在跨越国界的细分市场
The second problem is the existence of cross-border market segmentation

也称为跨市场细分
also known as intermarket segment

跨国细分市场
Intermarket segment

与前述的各国结构差异截然相反
is contrary to the above-mentioned issue of differences between countries in the structure of market segments

它大大提高了
It greatly improves

跨国公司把全球市场当做一个统一体对待的能力
the ability of multinational companies to treat the global market as a whole

使它能够实施全球化战略
enabling them to implement the globalization strategy

接下来
Next

我们将展开讨论国际营销组合的产品要素
we will discuss the product attributes of marketing mix in an international business

一个产品是由一组特性构成的
A product can be viewed as a bundle of attributes

不同国家由于文化和经济发展水平的影响
Consumer needs vary from country to country

消费者的需求也有所不同
depending on culture and the level of economic development

再加上各国不同的产品标准
In addition, with different product standards among countries

复制粘贴相同产品到境外市场的想法会进一步受到限制
the expectations of copying and pasting the local products to overseas markets will be further restricted

接下来我们将逐个讲述文化差异
Then, we will talk about how cultural differences

经济发展
economic development

产品与技术标准是如何影响产品特性的
product and technical standards influence product attributes

文化的许多重要方面
Countries differ along a whole range of dimensions

如社会结构，语言，宗教，教育等
including social structure, language, religion, and education

这些方面的差异对制定营销战略有着重大的影响
These differences have important implications for marketing strategy

例如
For example

伊斯兰教的教义就对金融方面有严格的制约
the Islamic Koran has a strict doctrine that

禁止收取和支付利息
collect and pay interest is forbidden

他们对于利息的禁止一直延续到了今天
The ban on interest has continued to modern Islamic society

借贷到目前为止
So far lending or borrowing money

还是伊斯兰国家金融组织的一大难题
is still a major problem facing by Islamic financial market

他们的金融机构只有通过加价制
Their financial institutions can only use alternative

租赁制和参与股份制等变通的模式来开展借贷业务
non-interest-based approaches to providing Islamic financial service

租赁制和参与股份制等变通的模式来开展借贷业务
such as Murabaha, Ijarah and Musharakah

然而
However

跨市场细分所呈现的文化趋同也逐渐形成规模
the cultural convergence presented by intermarket segmentation has gradually taken shape

例如中国料理
such as the popularity of Chinese food

美国冷冻食品在全世界的盛行
and American frozen food in the world

但这些现象离莱维特所提出的全球标准化偏好还有很长一段距离
but these phenomena are still a long way from the global standardization proposed by Levitt

经济发展水平的差异程度同样也影响到消费者的消费行为
The different level of economic development also affects consumer behavior

日本著名社会学家三浦展认为
The famous Japanese sociologist Miura Atsushi believes that

随着经济的发展消费社会可以分为四个时代
with the development of economy, consumer society can be divided into four times

提前进入发达国家队伍的日本
Japan, which has entered the ranks of developed countries ahead of time

正进入第四消费时代
is entering the fourth consumption era

它的特征是消费者对消费品的需求已经饱和
Japan’s consumer characteristics implicate that Japanese demand for consumer goods has been saturated

对奢侈品有一定的免疫力
and they have no strong desire of luxury goods

倾向于无品牌
Instead, Japanese prefer no brand

朴素
simple

理性
rational

本土的消费
and local consumption

对标日本
In contrast

仍是发展中国家的中国
China, still a developing country

正在快速地完成第二向第三消费社会的过渡
is rapidly completing the transition from the second to the third consumption era

迎来消费个性化
and entering a golden age of personalized

品质化
quality-oriented

多样化发展的黄金时代
and diversified characteristics of consumption

最后一方面
Finally

技术标准的差异同样阻挡了市场的全球化进程
the differences of product and technical standards also constrain the globalization of the market

各国政府强制执行的截然不同的产品标准
Different product standards enforced by governments

排除了销售标准化产品的可能
exclude the possibility of selling standardized products

例如
For example

2008年欧盟开始实施牛肝菌产品的尼古丁限量新标准后
since the EU began to implement the new nicotine limit standard for Boletus products in 2008

云南省输欧的牛肝菌
the export of Boletus from Yunnan to Europe are

就因尼古丁含量普遍超出新标导致出口受阻
rejected due to its nicotine content exceeding the new standard

产业链的各方经济损失惨重
leading to heavy economic losses of all parties in Yunnan Boletus supply chain

然而莱维特指出
However, Leavitt suggested

随着越来越多的区域贸易协定的签订
that the increased development and implementation of regional trade agreements

执行成员通常会考虑制定统一的技术标准
often taking into account technical standards setting

这也许会促进某些区域市场的全球化
many influence certain regional markets to become more globalized

国际营销组合的第二个要素是分销策略
The second element of international marketing mix is distribution strategy

它是企业将产品送到顾客手中的方法
It is a way for companies to deliver products to customers

分销系统之间的四大差异分别体现在零售集中度
The four major differences among distribution systems are retail concentration

渠道长度
channel length

渠道的独占性和渠道质量
channel exclusivity and channel quality

零售体系在一些国家非常集中
In some countries the retail system is very concentrated

而在另一些国家则相对分散
but it is fragmented in others

这个差异多源于历史和传统
This difference is mostly due to history and tradition

发达国家的零售业有更加集中的趋势
There is a tendency for greater retail concentration in developed countries

由于交通方便
Because of the convenient transportation

拥有汽车的人数增加
and the increasing number of people who owned cars

所以像沃尔玛
global retailers like Wal Mart

家乐福这样的大型零售商受到了发达国家的青睐
and Carrefour are favored by developed countries

相反
On the contrary

很多发展中国家零售体系非常分散
retail systems are very fragmented in many developing countries

比如在印度
For example, in India

联合利华就不得不向60万个村庄的零售商销售
Unilever has to sell to retailers in 600000 rural villages

而且大片区域要走崎岖的土路才能到达
and large areas have to be reached only by traveling rutted dirt roads

渠道长度是指
Channel length refers to

生产商和消费者之间存在的中间环节的数量
the number of intermediaries between producers and consumers

这一般取决于上述的零售系统集中度
which generally depends on the concentration of retail system mentioned above

零售体系越分散渠道越长
The more fragmented the retail system,the longer the channels

公司的分销成本就越高
the more expensive it is for a firm to make contact with each individual retailer

相反
On the contrary

集中的零售部门只要求
the centralized retail sector only requires

生产商建立一支较小的销售队伍
the centralized retail sector only requires
the manufacturer to establish a small sales force

生产商建立一支较小的销售队伍
the manufacturer to establish a small sales force

分销成本就相对较低
so the distribution cost is relatively low

在中国
In China

借助互联网时代兴起的电商平台
the emergence of e-commerce platform in the Internet age

有效颠覆了传统零售的模式
effectively subverts the traditional retail mode

淘宝
Taobao

京东
Jingdong

拼多多等电商平台为中国用户争取了
Pingduoduo and other e-commerce platforms have offered

与厂家“面对面”接触的机会
the opportunity of "face-to-face" contact between China’s manufacturers and users

抛去了所有的中间环节
leaving all intermediate links behind

然而
However

近年来中国新零售模式的开启
with current trend of new retail modes in China

例如盒马生鲜
new retailers like Hemafresh

天猫超市又将在未来替代电子商务平台
and Tmall supermarket will replace e-commerce platform in the future

线上市场的下半场又将融合线下零售来继续精耕细作
and next generation of online business will integrate offline retail to open a new round

分销渠道的独占性使得外人很难进入渠道打开销路
An exclusive distribution channel is one that is difficult for outsiders to access

分销系统的独占性在不同国家是有差异的
The exclusivity of distribution system varies among countries

日本的分销系统常常被看作独占性很强的典型
Japan's distribution system is often held up as an example of very exclusive monopoly

为了打破日本市场的独占性
In order to break the monopoly of the Japanese market

苹果公司只能与日本五大公司签订分销协议
apple can only sign distribution agreements with the five major Japanese companies

利用它们独占的渠道资源
and use their exclusive channel resources

将苹果公司的产品推进日本的分销系统
to push Apple's products into the Japanese distribution system

渠道质量是一个国家的零售商拥有的专业知识
Channel quality refers to the expertise

能力
competencies

技能以及他们为跨国公司产品提供服务的能力
and skills of established retailers in a nation and

技能以及他们为跨国公司产品提供服务的能力
their ability to sell and support the products of international business

技能以及他们为跨国公司产品提供服务的能力
their ability to sell and support the products of international business

多数发达国家零售商的素质良好
The quality of retailers is good in most developed countries

但是在新兴市场以及欠发达国家渠道质量却参差不齐
but the channel quality is variable at best in emerging markets and underdeveloped countries

当渠道质量差时
When the channel quality is poor

跨国公司不得不把更多精力放在渠道升级上
an international business may have to devote considerable attention to upgrading the channel

例如
For example

苹果公司在中国建立了自己的零售商店
Apple Co. has set up its own retail stores in China

目的其实是为零售端提供销售方面的培训
to provide point-of-sales education

服务及支持
service and support for salesperson

本节内容就学习到这里
This is the end of this section

关于国际营销组合的另外两个关键要素
We will continue to introduce the other two key elements of the international marketing mix

我们会在下节继续介绍
in the next section

谢谢大家观看
Thank you for watching

本节内容就学习到这里
This is the end of this section

关于国际营销组合的另外两个关键要素
We will continue to introduce the other two key elements of the international marketing mix

我们会在下节继续介绍
in the next section

谢谢大家观看
Thank you for watching