【文章內(nèi)容簡介】 ANGMING ?38 ? Respondents thought that Korean or Chinese products have quite an impaired image, since their experience with products of such origin relates to the “ gadgets” , sold by street vendors (pens, alarm clocks, etc.) Consequently, they evaluate that the products ing from these Asian countries, in general, have questionable quality. ? The products ing form these countries do not enjoy a good image here in Brazil. People hardly trust these products, considering them: poor quality, little durable, poor technology, no tradition, and ugly, outdated. ? Good, more affordable price was mentioned by 21%. However, this is one of the aspects that vest these products with poor quality. Pulse Brazil McCANNERICKSON GUANGMING ?39 ? As a consequence of the image of Chinese backward amongst Italian people, the production and the export of white and brown goods are seen as: ? No confidence: low quality due to no knowhow ? Cheap: low quality=low prices ? No originality: the bad version of the Japanese production ? Lack in design: the limits to the cultural changes imposed by China give way to a perception of ignorance in the western tastes of Chinese people. Pulse Italy McCANNERICKSON GUANGMING ?40 ? Overall Perceptual Shift認知的改變 ? 到： Brand Objective品牌目標 我們希望 Midea在消費者心中所占據(jù)的認知位置 我感覺很好的空調(diào) McCANNERICKSON GUANGMING ?41 ? 品牌知名度 /偏好度 產(chǎn)品認知度 ? 消費者對空調(diào)產(chǎn)品功能、技術特點缺乏認知，對各品牌的產(chǎn)品特點不能清晰的區(qū)分。 ? A purchase strongly driven by the price or the retailer. ? A purchase strongly driven by the technical installator. ? People get information on it only when they buy one. ? The illinformed consumer decides mostly in economic and aesthetic terms. Pulse Italy McCANNERICKSON GUANGMING ?42 ? Brand Awareness: ? Springer, Arno, Singer and National, but they do not aware the details and differences across brands. ? Decision making for purchasing: ? If they buy the airconditioner, they would ask the salesman in the large household appliance about brands and products. ? When they making the decision, the consideration should be include: reasonable price, pact size of the appliance, beautiful and modern design, famous and reliable brand, also noise free. ? On the other hand, such characteristics in a same brand with installing support and providing postsale service should be the advantage. Technical support service is necessary for the brands of household appliance. Pulse Brazil McCANNERICKSON GUANGMING ?43 ? Specific Role of the Advertising廣告的角色 實現(xiàn) Midea品牌目標，廣告所擔任的特定角色 喚起海外市場對 Midea品牌積極的情感反應 McCANNERICKSON GUANGMING ?44 ? Selling Strategy Platform銷售策略架構 ? Conceptual Target概念目標 與空調(diào)或美的空調(diào)相關的某一共同性所組成的 Midea目標對象 奮斗者 ?感受壓力者 ? 在國際市場營銷中，從年齡、性別、職業(yè)、教育、收入、地理分布等通常的人口統(tǒng)計學角度，或從產(chǎn)品功能、使用習慣的角度進行目標市場定位常常是顧此失彼的。 ? 麥肯在人口統(tǒng)計學以及消費者行為學的基礎上，借鑒社會學、歷史學以及新聞記者常用的概念性的目標族群定義的方法，賦予他們一個名稱，目的是使得我們的目標對象如同身邊所熟知的朋友一樣活生生地出現(xiàn)在我們面前。 McCANNERICKSON GUANGMING ?45 ? 全球性消費者研究對有關跨文化群體，即屬于不同文化或國籍，但分享了共同的需要、價格觀和態(tài)度的群體進行了定義，根據(jù)類似的需要和欲望進行市場細分。 ? BSB研究機構“全球掃視”研究表明，全球消費者分為五個細分市場： ? 奮斗者：多是年輕人。他們追求成功，時間觀念很強，奉行唯物主義，尋求享樂，追求即刻的滿足和便利。 ? 成功者：比奮斗者年齡稍長。他們已經(jīng)成功并很富裕，是觀念的領導者，對社會地位有意識，購買時追求質量。 ? 感受壓力者：絕大部分是女性。她們面臨財務壓力或家庭壓力，高度緊張。 ? 改造者：多為年長者。他們的價值觀稍微傳統(tǒng)一些，但心智開闊，生活舒適。 ? 傳統(tǒng)主義者：多為傳統(tǒng)而保守的人。他們喜歡在個人生活和消費方式中熟悉的和已確立的事物。 McCANNERICKSON GUANGMING ?46 ? Selling Strategy Platform銷售策略架構 ? Core Desire核心愿望 與 Midea相關的概念目標的欲望、需求、希望或恐懼 舒緩緊張與壓力，享受舒適的生活 McCA