市场和产品剖析.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 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? 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 市场体系The Marketing System什么是市场体系What is the marketing system? 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 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 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 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 End Markets最终市场 Individuals and households 个体和农户 Organizations 组织 factories, restaurants 组织、饭店 Intermediate customers中间消费者 wholesale traders, retail outlets, agents, brokers, traders, processors批发商、零售、代理、中间人、贸易商、农产品加工者 Government 政府 Schools, hospitals, military 学校、医院、军队