沟通策略、定价策略和新产品研发在线视频

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

接下来
In this chapter

我们继续探讨跨国公司的营销与研发的内容
we will continue to discuss the contents of marketing and R & D of multinational companies

国际营销组合中第三个关键要素是沟通策略
The third critical element in marketing mix is communication strategy

我们首先讨论国际沟通的障碍
We will first discuss the barriers to international communication

然后考察最适合的沟通策略
then observe the most appropriate communication strategies

最后讨论全球广告
and finally discuss globally standardized advertising

构成国际沟通障碍的因素有文化差异、源效应和噪声水平
Cultural barriers, source effect and noise level are the main factors contributing to communication barriers

由于文化的差异
Because of cultural differences

在一个国家的宣传信息到另一个国家就可能是另一回事
a message that means one thing in one country may mean something quite different in another

例如
For example

在中国人们给汽车打广告通常要比在德国疯狂得多
in China people usually advertise cars much more crazily than in Germany

比如用追车的方式做广告
like designing a scenario of car chase

而在德国
However，in Germany

人们会认为这是为非法赛车叫好
people against that it's a boon for illegal racing

第二种因素是源效应
The second factor is the source effect

又称原产国效应
also known as the country of origin effect

指通过刻板印象来评估信息
It refers to deal information with stereotypes

如果源效应产生的是负面影响跨国公司就会淡化其外籍身份
Many international businesses try to counter negative source effects by deemphasizing their foreign origins

第三种因素是噪声
The third factor is noise level

它往往会降低沟通的效果
which tends to reduce the probability of effective communication

在高度发达国家噪声的水平较高
The noise level is higher in highly developed countries

在发展中国家噪声的水平则较低
but lower in developing countries

沟通策略可以是“推”或“拉”两个方向
Communication strategies can be "push" or "pull"

“推”强调的是人员销售
"Push" strategy emphasizes personnel sales

“拉”则注重大众媒体广告
while "pull" strategy depends more on mass media advertising

采用何种策略有效取决于产品类型
To adopt whic strategy is attractive determined by product type

消费者经验
consumer sophistication

渠道长度和媒体的可得性
channel length and media availability

面对很大的细分市场
In the face of a large market segment

公司一般喜欢采用拉策略
companies generally like to use pull strategy

利用大众媒体来获得成本优势
and use mass media to gain cost advantage

但是在识字率低的贫穷国家
But in poor countries with low literacy

推策略可能
push strategies may be

是使消费者了解新产品的唯一方法
the only way to reach consumers and educate the consumer about the features of new products

第二个规律是分销渠道越长
The second rule is that the longer the distribution channel

新公司进入渠道会越困难
the more difficult it will be for new companies to enter the channel

公司更多会考虑拉策略来创造消费需求
and companies will consider more of pulling strategies to create consumer demand

最后
Finally

能否采用拉策略取决于能否找到广告媒体
a pull strategy relies on access to advertising media

许多发展中国家的大众媒体非常有限
The mass medias of all types in many developing countries is typically limited

而且媒体的可得性还受到国家法律的约束
And the availability of media is limited by laws in some cases

这一点在中国烟类广告中体现得较为显著
which is more restrictive in China's tobacco advertising

在全世界使用全球标准化的广告具有经济上的优势
There are significant economic advantages in using globally standardized advertising worldwide

但它不能顾及前面所提到的各国文化
but it does not take into account the differences in culture

和广告法规的差异
and advertising regulations mentioned above

因此
Therefore

跨国公司需要在广告元素中拆开
multinational companies need to separate

那些适用于全球化的特征和需要本土化的特征
the of advertising elements’ features that are suitable for globalization from those that need localization

国际定价策略是整个国际营销组合的最后一个重要组成部分
International pricing strategy is the last important part of marketing mix

我们将从三个侧面展开讨论
We will discuss it from three perspectives

我们首先研究价格歧视策略
First, we will study price discrimination

其次讨论策略性定价
then discuss the strategic pricing

最后介绍一些价格的管制因素
and finally introduce some regulatory influence on prices

消费者在不同国家为同一种产品支付不同的价格
Price discrimination exists whenever consumers in different countries

这种情形就是价格歧视
are charged different prices for the same product

价格歧视可以帮助一个公司获得丰富的利润
In fact, price can help a company to obtain rich profits

要使价格歧视有利可图必须满足两个条件
Two conditions are necessary for profitable price discrimination

首先
First

国家间的市场必须是分割开的
the market must be able to keep its national markets separate

第二
Second

国家间的需求价格弹性是不同的
the price elasticity of demand among countries is different

例如
For example

一线奢侈品牌在国内
we could easily find that the pricing of first-line luxury brands in the domestic

和国外市场的定价就天差地别
and foreign markets is very different

它们利用品牌在国际市场上的垄断地位
These brands use the monopoly position of brands in the luxury market

在中国制定大大高于同款产品在欧洲的价格
to set much higher prices in China than those of the same products in Europe

以获得超额利润
so as to obtain excess profits

策略性定价的概念包括三层含义
The concept of strategic pricing has three aspects, which we refer to

掠夺性定价
predatory pricing

多点定价和经验曲线定价
multipoint pricing and experience curve pricing

掠夺性定价是指
Predatory pricing refers to

公司为了驱逐市场当中的竞争者利用一个市场上的盈利
the aggressive pricing behavior in which a company uses profits in one market

来支撑另一个市场上的攻击性定价行为
to support another so as to drive out competitors in the market

多点定价反映了一个市场上的掠夺性定价
Multipoint pricing reflects predatory pricing in one market

会招致对手在另一重要市场的竞争性反击
will lead to competitive counterattack from competitors in another important market

经验曲线定价是指试图通过低价来
Experience curve pricing strategy will price low worldwide in attempting to

尽快提高全球销量
build global sales volume as rapidly as possible

通过长期量增能将生产移至经验曲线下方
and move down the experience curve through long-term volume growth

获得成本优势
so as to obtain a cost advantage

然而
However

价格歧视或战略定价
either price discrimination or strategic pricing

会受国家或国际法规的限制
may be limited by national or international regulations

掠夺性定价和经验性曲线定价
Both predatory pricing and experience curve pricing

都有可能违反反倾销法规
may can run afoul of antidumping regulations

导致公司的定价自由反而受到牵制
resulting in the restriction of the company's freedom of pricing

一直以来
For a long time

中国一直是全球遭遇反倾销
China has been the country that has suffered the anti-dumping

反补贴调查最多的国家
and anti-subsidize investigations most in the world

具体案件大家可以从中国贸易救济信息网查阅到
We can have real cases from the website of China Trade Remedies Information

本章最后一节
In the last section of this chapter

我们将讨论新产品研发
we will discuss new product development

新产品研发是一项高风险高回报的活动
The research and development of new products is a high risk and high return activity

跨国公司必须做两件事情
Multinational companies must do two things

将研发活动扩散到正在研发新产品的那些国家
to disperse R & D activities to those countries that are developing new products

以及将研发与营销和生产结合起来
and to integrate R & D with marketing and production

往往具备下列条件的国家新产品研发的速度要更快
Countries that meet the following conditions tend to speed up the development of new products

它们是基础应用研究的投资多
They are ones with more money spent on basic and applied R&D

潜在需求量大
strong underlying demand

消费者富有
affluent consumers

竞争激烈
and intense competition

根据上述衡量标准
According to the above criteria

欧美国家的得分普遍较高
the scores of European and American countries are generally high

例如
For this sense

华为在海外就建立了16个研究所
Huawei has established 16 research institutes overseas to build its own global R & D capability

分布在美、英、德、法、俄等国家，建立了自己的全球研发能力
Overseas research institutes are distributed in the United States

分布在美、英、德、法、俄等国家，建立了自己的全球研发能力

分布在美、英、德、法、俄等国家，建立了自己的全球研发能力
Britain, Germany, France, Russia and other countries

新产品研发的失败率也非常高
The failure rate of new product R & D is also very high

这要求公司通过跨部门合作来实现研发
which requires the company to realize the close integration of R & D

营销和生产的紧密结合
so as to reduce the probability of making mistakes

降低错误的概率
marketing and production through tight cross-functional collaboration

实现跨部门结合的方法之一
One way to achieve cross-functional integration is

是成立跨部门研发小组
to set up cross-functional product development teams

华为公司研发项目团队就很好的诠释了
Huawei's R & D project team just explains

如何建立跨部门研发小组
how to establish a cross-functional product development team

如图所示
As shown in the figure

华为在产品开发上主要有产品管理团队
Huawei’s product development team constitutes of product management team

产品规划团队和产品开发团队
product planning team and product development team

产品管理团队负责产品开发决策
The product management team is responsible for the product development decision-making

产品规划团队
The product planning team

负责公司的产品市场调研分析
is responsible for the company's product market research and analysis

和具体产品的项目任务书
as well as product duty book

产品开发团队则负责产品开发的整个过程
The product development team is responsible for the whole process of product development

从立项
from project approval

到产品开发
to product development

到将产品推向市场
to push the product to the market

再到量产的项目管理
and then to the project management of mass production

这一章
In this chapter

我们聚焦了具体的业务职能
we focus on a specific business function of international business

探讨了跨国公司的全球营销与研发
and discuss the global marketing and R & D of multinational companies

以上是这章的全部内容
This is all for this chapter

感谢观看
Thank you for your time