市场和产品分析.ppt

市场和产品分析 The Market Assessment
罗宾 达西
农业经济学家
加拿大国际开发暑基本生活改善项目
Robin Darcy, Deb Rasmussen, Agriteam Canada
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内容Contents
1 市场体系 The Marketing System
什么是市场体系？ What is the marketing system?
为什么我们需要掌握市场体系？
Why do we need to understand the marketing system?
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内容Contents
2市场分析 Market Analysis
长远展望和策略 Long-term outlook and strategy
方法 Methodologies
引导市场分析 Conducting a market assessment
确定和调查市场 Identifying and examining markets
调查市场体制 Examining the marketing system
分析制约因素和机遇 Identifying constraints and opportunities
核算市场费用 Calculating marketing costs
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市场体系The Marketing System什么是市场体系What is the marketing system?
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销售的目的是什么？What is the goal of marketing?
调查消费者需求
Finding out what the consumer wants
向消费者提供盈利产品
Supplying the consumer at a profit
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什么是市场体系？ What is the marketing system?
所谓的市场体系是指如何将生产者的产品送到消费者的手里
The marketing system is how goods get from the producer to the end consumer
在市场体系中有很多不同层次的分配渠道
There are many different levels and distribution channels in the marketing system
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Consumers
消费者
Retailers
零售商
Wholesalers, Handlers, Processors,
Transporters, Storage
批发商，装卸工，加工者。运输者，保管者
Producers
生产者
简化的市场体系模式
Simplified Marketing System Model
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什么是市场体系？ What is the marketing system?
农业产品经常有很多不同的市场（各种类型的购买者）
There are usually many different markets (types of buyers) for agricultural products
为获得成功，明确以下几点是很必要的
To be successful, it is necessary to identify
在市场体系内的不同的市场和各自市场的需求
the different markets within the marketing system and what each market wants
不同的市场体系的份额是如何相互影响
how the different parts of the marketing system interact with each other
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不同层次的市场体系The different levels of the marketing system
在市场链里有许多不同的市场和层次
There are many different markets and levels in the marketing chain
生产者 Producers
装卸工和包装工 Handlers and packagers
运输者 Transporters
经销商，批发商和分配者 Traders, wholesalers and distributors
保管 Storage
加工者 Processors
零售商 Retailers
消费者Consumers
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