产业市场和产业购买行为分析报告.ppt

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1、路漫漫其悠远路漫漫其悠远少壮不努力，老大徒悲伤少壮不努力，老大徒悲伤少壮不努力，老大徒悲伤少壮不努力，老大徒悲伤2023/5/19产业市场和产业购买行产业市场和产业购买行为分析报告为分析报告路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Objectives目 标Be able to define the business market and explain how business markets differ from consumer markets.Know the major factors that influence busine

2、ss buyer behavior.定义产业市场并解释产业市场 与消费者市场的区别辨析影响产业购买决策过程的主要因素路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Objectives目 标Understand the steps in the business buying decision process.Understand institutional and government markets and how buyers in these markets make their buying decisions.列举并定义购买决策过程的

3、几个步骤比较政府和机构市场，说 明机构和政府购买者是如何制定决策的路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Sells jets exclusively for corporate use300 500 customers worldwideRational,objective,and human factors influence business buyers decisionsMultiple people are involved in the decisionBuying influences include the CEO,pi

4、lot,board members,even spousesCompany has been highly successfulGulfstream Aerospace 湾流航空公司湾流航空公司Case Study 案例研究路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Definition 定义Business Buyer Behavior:The buying behavior of organizations that buy goods and services for use in the production of other pro

5、ducts and services or for the purpose of reselling or renting them to others at a profit.产 业购买行为：公司购买产品或服务以用于其它产品或服务的生产，或为了再销售 或租赁它们从中获利的购买行为路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Business Markets 产 业市场Characteristics of Business MarketsSales in the business market far exceed sales in consu

6、mer markets.Business markets differ from consumer markets in many ways.vMarketing structure and demandvNature of the buying unitvTypes of decisions and the decision process产 业市场的特点产 业市场的销量远超过消费者市场产 业市场在许多方面不同于消费者市场v营 销结构与需求v购买单位的性质v决策类型和决策过程路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Marketing S

7、tructure and Demand营 销结构与需求与消费者市场相比产品市场 v消费者数量少但规模大产品顾客 v地域上更集中需求 不同v需求 有自发性v缺乏弹性v需求波动和改变迅速Compared to consumer markets:Business markets vhave fewer but larger customersBusiness customers vare more geographically concentratedDemand is differentvDemand is derived vDemand is price inelasticvDemand flu

8、ctuates more,and changes more quickly路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Nature of the Buying Unit购买单位性质与消费者购买相比：产 业购 通常涉及更多的决策成员购买努力由买方个人作出Compared to consumer purchases:Business purchases involve more buyers in the decision process.Purchasing efforts are undertaken by professional buye

9、rs.路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Types of Decisions and the Decision Process决策类型和决策过程与消费者购买相比：产 业购买者面对更复杂的购买决策购买过程更加正式买卖双方相互依存，建立长期关系Compared to consumer purchases:Business buyers face more complex buying decisions.The buying process is more formalized.Buyers and sellers work more

10、closely together and build long-term relationships.路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Business Buyer Behavior产 业购买行为Major Types of Buying SituationsStraight rebuyv Reordering without modificationModified rebuyv Requires modification to prior purchaseNew taskv First-time purchase购买情况的主要类

11、型直接重购v不加修改地重新订购调整重购v需要对较早的购买进行调整新购v首次购买路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Business Buyer Behavior产 业购买行为Systems Selling:Buying a packaged solution to a problem from a single seller.v Convenience is a major benefitOften a key marketing strategy for businesses seeking to win and hold acco

12、unts.系统购买：从 销售商那里购买一揽子解决方案v主要的好处是方便通常关键产业营 销决策追求取胜与维 持帐户路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Participants in the Business Buying Process产产 业业购买过购买过程程的参的参与者与者UsersBuyersGatekeepersInfluencersDeciders使用 者购买者门禁者影响者决策者路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂 Environmental 环境因素经济发展供应条件

13、技术变化政策法规变动竞争趋势文 化习俗Economic trendsSupply conditionsTechnological changeRegulatory and political environmentsCompetitive developmentsCulture and customs路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂 Organizational 组织因素目 标政策步骤组织结构系统ObjectivesPoliciesProceduresOrganizational structureSystems路漫漫其悠远路漫漫

14、其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂 Interpersonal 人际因素权力地位趋 向说 服力AuthorityStatusEmpathyPersuasiveness路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂 Individual 个人因素威信年龄教育职位个性风险态度AuthorityAgeEducationJob positionPersonalityRisk attitudes路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Business Bu

15、ying Process产 业购买过程Eight Stages:Stage 1:Problem RecognitionStage 2:General Need DescriptionStage 3:Product Specification v Value analysis helps to reduce costsStage 4:Supplier Searchv Supplier development 八个阶段阶段一：确认需求阶段二：描述基本需求阶段三：确定产生性能v价值分析可以帮助降低成本阶段四：寻求供应商v发展供应商路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，

16、金石可镂锲而不舍，金石可镂Business Buying Process产 业购买过程Eight Stages:Stage 5:Proposal SolicitationStage 6:Supplier SelectionStage 7:Order-Routine Specification v Blanket contracts are often used for maintenance,repair and operating items.Stage 8:Performance Review八个阶段：阶段五：提出方案阶段六：选择供应商阶段七：制定常规订货手续v经常用一揽子合同来维持、修

17、理和操作阶段八：检查运行情况路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Business Buying Process产 业购买过程Business Buying on the InternetE-procurement is growing rapidly.Reverse auctions account for much of the online purchasing activity.E-procurement offers many benefits:v Access to new suppliersv Lower purchasi

18、ng costsv Quicker order processing and delivery互联网上的产业购买数 码采购正在快速增 长反 向拍卖占在线购买行为的大部分数 码采购有许 多好 处：v接近新供应商v低采购成本v理快的订货与交货进程路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Institutional and Government Markets机构和政府市场Institutional MarketsConsist of churches,schools,prisons,hospitals,nursing homes and oth

19、er institutions that provide goods and services to people in their care.机构市场包括学校、医院、护 理院、监狱和其他机构，这些机构需要 向它们责任范围内的人提供产品和服务路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Institutional and Government Markets机构和政府市场Institutional MarketsOften characterized by low budgets and captive patrons.Marketers ma

20、y develop separate divisions and marketing mixes to service institutional markets.机构市场通常 有低预算和顾客受一定程度限制的特点营 销者需要建立单独部门以满足机构购买者的特点和需要。路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Institutional and Government Markets机构和政府市场Government MarketsGovernmental units federal,state,and local that purchase o

21、r rent goods and services for carrying out the main functions of government.政府市场政府单元联邦、州和地方政府购买或租赁商品或服务，用以执行其主要功能路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Institutional and Government Markets机构和政府市场Government MarketsMore than 82,000 buying units.Require suppliers to submit bids.Favor domestic

22、suppliers.Extensive paperwork is required from suppliers.政府市场超过82，000个购买单位需要供应商投标支 持国内供应商需要供应商进行大量的书面工作路漫漫其悠远路漫漫其悠远锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂锲而不舍，金石可镂Institutional and Government Markets机构和政府市场Government MarketsGovernment buyers often favor:v Depressed business firms and areasv Small businessesv Minority-owned businessesv Firms which practice non-discriminatory practices政府市场政府购买者经常倾向于：v不景 气的 企业或地区v小公司v少数 民族拥有的公司v避免了种族、性别和年代歧视的企业