【正文】 count for 76% of the world population and are growing t 2% per year, whereas the population in more developed countries is growing at only % per year. In developing countries, the death rate has been falling as a result of modern medicine, but the birthrate has remained fairly stable. Feeding, clothing,and educating children, although it can also raise the standard of living,is nearly impossible in these countries. Explosive population growth has major implications for business. A growing population does not mean growing markets, unless these markets have sufficient purchasing power. Nonetheless, panies tha carefully analyze their markets can find major opportunities.Population Age MixNational populations vary in their age mix. At one extreme is Mexico,a country with a very young population and rapid population growth. At the other extreme is Japan，a country with one of the world39。 educational levels。s little excuse for being surprised by demographic developments. The Singer Company should have known for years that its sewing machine business would be hurt by smaller families and more working wives, yet it was slow in responding. The main demographic force that marketers monitor is population, because people make up markets. Marketers are keenly interested in the size and growth rate of population in cities, regions, and nations。and insatiable world oil consumption is expected to rise 50% by 2030.Within the rapidly changing global picture, the firm must monitor six major forces:demographic, economic, socialcultural, natural, technological, and 39。and of course,the rise of dramatic events were acpanied by the continuation of existing trends that have already profoundly influenced the global 2005,more transistors were produced (and at a lower cost) than grains of rice。increasing unemployment。but there may not be a sufficient number of people interested in reading a book on a puter screen or willing to pay the required is why market research is necessary to determine an opportunity39。ter of luck and good timing than anything else.A trend is a direction or sequence of events that has some momentum and durability. Trends are more predictable and durable than trend reveals the shape of the future and provides many example,the percentage of people who value physical fitness and wellbeing has risen steadily over the years,especially in the under3D group,young women,upscale consumers,and people living in the West.Megatrends have been described as large social,economic, political,and technological changes [that] are slow to form,and once in place, they influence us for some time between seven and ten years, or longer.23 See Marketing Memo: Trends Shaping the Business Landscape for a look into some of the broad forces that are likely to e into play during the next decade or so. A new market opportunity doesn39。[D].2008[J].:6667[8]秦亮, [J].:229[6][J].:17[3][D].2012[2]采用小氣球、吊旗、特價(jià)標(biāo)簽、綠色盆栽加紅或黃色飄帶（內(nèi)容：XX特價(jià)，優(yōu)費(fèi)酬賓等）。采用噴繪、橫幅、巨幅、宣傳單、彩旗、彩虹門(mén)、升空氣球、花籃等手段營(yíng)造出熱鬧的氣氛?；顒?dòng)期間，只要交定金20000元，在活動(dòng)結(jié)束后三個(gè)月內(nèi)仍可享受十一期間相應(yīng)項(xiàng)目相應(yīng)優(yōu)惠。（限量）具體見(jiàn)行動(dòng)策劃。消費(fèi)超過(guò)500萬(wàn)后，升級(jí)為至尊會(huì)員，全部產(chǎn)品9折優(yōu)惠。消費(fèi)者在公司消費(fèi)100萬(wàn)元后，獲得終身黃金會(huì)員卡一張。預(yù)計(jì)于201482至201485在北京中國(guó)國(guó)際展覽中心舉辦。預(yù)計(jì)于201476至201479在北京展覽館舉辦。利用家具展會(huì)提升品牌知名度，增加產(chǎn)品銷(xiāo)量。人員推銷(xiāo)采取柜臺(tái)推銷(xiāo)、會(huì)議推銷(xiāo)和上門(mén)推銷(xiāo)方式?！短煜率詹亍肪劢怪袊?guó)傳統(tǒng)文化藝術(shù)精品，突顯北京地域特色，與公司品牌個(gè)性相符，所以選擇獨(dú)家冠名北京衛(wèi)視《天下收藏》欄目，時(shí)間2014年1月1日到2014年12月31日每周五晚22點(diǎn)21分。圖315消費(fèi)者最常聽(tīng)的廣播頻道數(shù)據(jù)來(lái)源：調(diào)查問(wèn)卷。圖314 消費(fèi)者最常看的報(bào)紙數(shù)據(jù)來(lái)源：調(diào)查問(wèn)卷。圖313 消費(fèi)者上網(wǎng)時(shí)段數(shù)據(jù)來(lái)源：調(diào)查問(wèn)卷。（1）網(wǎng)絡(luò)投放載體1：公司網(wǎng)站投放載體2：百度推廣（百度競(jìng)價(jià)排名）關(guān)鍵詞：仿古家具、古典家具、家具、家居。 促銷(xiāo) 廣告增加產(chǎn)品銷(xiāo)量，提升品牌知名度通過(guò)市場(chǎng)調(diào)研，消費(fèi)者獲取信息的渠道主要為電視、親朋好友、網(wǎng)絡(luò)、報(bào)紙、廣播電臺(tái)。運(yùn)輸隊(duì)伍——搬運(yùn)、安裝對(duì)仿古家具的影響很大，車(chē)隊(duì)的車(chē)手續(xù)要齊全，雇傭高素質(zhì)的作業(yè)人員以保證運(yùn)輸質(zhì)量。配送中心——由直營(yíng)店賣(mài)場(chǎng)與公司物流部門(mén)共同組成，其中直營(yíng)店賣(mài)場(chǎng)的工作人員負(fù)責(zé)對(duì)物流服務(wù)進(jìn)行監(jiān)督、管理，與公司物流部門(mén)協(xié)調(diào)。表31 產(chǎn)品價(jià)位表產(chǎn)品系列金漆鑲嵌花絲鑲嵌景泰藍(lán)牙雕玉雕雕漆宮毯京繡價(jià)位區(qū)間7千－800萬(wàn)2萬(wàn)－20萬(wàn)2萬(wàn)－20萬(wàn)10萬(wàn)－100萬(wàn)100萬(wàn)－1000萬(wàn)70萬(wàn)－900萬(wàn)1萬(wàn)－60萬(wàn)1萬(wàn)－20萬(wàn)長(zhǎng)度采用一階渠道，目前公司有兩家直營(yíng)店。：根據(jù)消費(fèi)者對(duì)仿古家具的需求程度和對(duì)仿古家具專(zhuān)業(yè)知識(shí)的不同，把同一產(chǎn)品以不同的價(jià)格賣(mài)給不同的消費(fèi)者。消費(fèi)者可以選擇捆綁購(gòu)買(mǎi)成套產(chǎn)品也可以選擇分開(kāi)購(gòu)買(mǎi)。定價(jià)策略采用組合定價(jià)策略、差別定價(jià)策略和折扣定價(jià)策略。根據(jù)顧客對(duì)產(chǎn)品的認(rèn)知價(jià)值進(jìn)行定價(jià)。當(dāng)顧客的家具老舊以后，可以進(jìn)行對(duì)家具的返新同時(shí)收取相應(yīng)的返新費(fèi)用。售后服務(wù)：由客服人員定期詢(xún)問(wèn)產(chǎn)品使用情況，2年內(nèi)由專(zhuān)門(mén)的售后養(yǎng)護(hù)和維修人員定期上門(mén)為顧客家中的家具進(jìn)行免費(fèi)的打蠟、清洗。售中服務(wù)：購(gòu)買(mǎi)過(guò)程中，會(huì)有銷(xiāo)售人員全程陪同，根據(jù)顧客提供的信息提出適合顧客家居格局的購(gòu)買(mǎi)建議。產(chǎn)品樣例如圖310。圖39 掛毯京繡：又稱(chēng)宮繡，是以北京為中心的刺繡產(chǎn)品的總稱(chēng)。圖38 雕漆剔紅條案宮毯：是富有北京地域特色和宮廷特色的手工藝制品，起源于寧夏，因其織結(jié)堅(jiān)牢，毯面柔軟，深得皇家權(quán)貴的青睞，自元代起，就成為皇宮的御用品。北京雕漆造型古樸莊重，紋飾精美考究，色澤光潤(rùn)，形態(tài)典雅，并有防潮、抗熱、耐酸堿、不變形、不變質(zhì)的特點(diǎn)。圖37 北派翡翠玉雕觀音雕漆：是把天然漆料在胎上涂抹出一定厚度，再用刀在堆起的平面漆胎上雕刻花紋的技法。玉雕的品種很多，主要有人物、器具、鳥(niǎo)獸、花卉等大件作品，也有別針、戒指、印章、飾物等小件作品。商周時(shí)期，制玉成為一種專(zhuān)業(yè)，玉器成了禮儀用具和裝飾佩件。擺件樣例產(chǎn)品如圖36。到了清代，象牙雕刻多是內(nèi)廷御用作坊生產(chǎn)，藝人大多來(lái)自揚(yáng)州、廣州。擺件樣例產(chǎn)品如圖35。又