百思買國際市場營銷調研英文2023/12/26百思買國際市場營銷調研英文IntroductionMacro-environmentTragetmarket&analysis1234Marketentrystategy5Failure&recommendationContent6Conclusion百思買國際市場營銷調研英文1Introduction百思買國際市場營銷調研英文百思買國際市場營銷調研英文BestBuysellsconsumerelectronicsandavarietyofrelatedmerchandise,includingsoftware,videogames,music,DVDs,Blu-raydiscs,mobilephones,digitalcamera,carstereosandvideocameras,inanon-commissionedsalesenvironment.百思買國際市場營銷調研英文"CompanyoftheYear"in2004"SpecialtyRetaileroftheDecade"in2001rankedintheTop10of"America'sMostGenerousCorporations"in2005madeFortunemagazine'sListofMostAdmiredCompaniesin2006百思買國際市場營銷調研英文Macro-

environment

2China?百思買國際市場營銷調研英文China?Economicenvironment

WiththegrowthofChinesesustainedeconomicandtherisingofnationalincome,thepowerofnationalconsumptionisgrowing.

Obviously,thepotentialinChinaishuge.百思買國際市場營銷調研英文China?Politicalenvironment

politicalstability

Reformandopening

Homeappliancestothecountryside百思買國際市場營銷調研英文China?Socioculturalenvironment

■longandcomplexofChineseculture

■cheaplaborpower

百思買國際市場營銷調研英文Tragetmarket&analysis3百思買國際市場營銷調研英文STPMarketingsegmentation

BestBuypilotedits“customer-centricity”strategy,radicallyshiftingthecompany’sstrategicemphasisfromproductsandtechnologytocustomers.

Thegoalwastofocusonthemostattractivecustomersbasedontheimportantdifferencesbetweenthemintheirpurchasingandpreferencesinconsumerelectronics.

Thecustomerbasehasbeensegmentedintoseveralbasiclifestylegroups.

12百思買國際市場營銷調研英文STPMarketingsegmentation?Jill

?Barry

?Buzz

?Ray

?Mr.Storefront

OtherinterestingsegmentsaretheCarries’s(young,singlefemales)andtheHelenandCharlie’s(oldercoupleswhosechildrenhavelefthome).

13百思買國際市場營銷調研英文Basedonthesegmentation,themarketcoveragestrategyofbestbuyisdifferentiated.BestBuyhasavastmarketwithextensivepenetrationintheelectronicssector.BestBuy'smarketconsistsofsmallbusinessownersincludinghomeofficeandthemajorityconsumer.Theirmarketwillbetechsavvymiddleclassconsumersaswellasbusinessowners.STPMarketingtargeting14百思買國際市場營銷調研英文STPMarketingpositioning

GlobalConsumerCulturePositioning15百思買國際市場營銷調研英文

Competitive

analysisBestBuy’sSWOTanalysis16百思買國際市場營銷調研英文

Competitive

analysisBestBuy’sSWOTanalysis17百思買國際市場營銷調研英文Modeofentry4百思買國際市場營銷調研英文TargetMarket:ChinaModeofEntryJointVentures19百思買國際市場營銷調研英文DualbrandingInMay12,2006,BestBuyofficiallyannouncedtotheoutsideworld,：theacquisitionofJiangsu"FiveStarAppliance"hasbeenachievedbyholdcontrollinginterest.20百思買國際市場營銷調研英文challengecastingcouchOperationsystemofBestbuy21百思買國際市場營銷調研英文5Failure&Recommendation百思買國際市場營銷調研英文Bestbuyannouncedontheofficialwebsite,Itwillclose9storesinmainlandofChina百思買國際市場營銷調研英文Whydiditfail?24百思買國際市場營銷調研英文operationsystem:takethepaymentfirstaftergettinggoodsthephenomenonofbraindrainiscommon341overpositioningoftargetconsumersleadtonarrowmarket2reasonsoffailure百思買國際市場營銷調研英文PursuitsuitableChineseoperationsystem,complywithChineseconsuminghabitandpsychologyMarketdiversification341Tostrengthenthepublicitybyadvertisingandsalespromotion2Recommendation百思買國際市場營銷調研英文6Conclusion百思買國際市場營銷調研英文BestBuybecomejointventures.Usingideaofdualbrandingandpositioningthehighlevelofconsumers.BestBuyputforwardanideathat"thesuppliertotakethepaymentfirstaftergettinggoods".However,thiskindofoperationsystemisnotyetacclimatedtoChinesemarket.Soithasclosed9storesinmainlandofChina,百思買國際市場營銷調研英文Wha