商務英語會話Unit7:市場調研戰略

時間：2020-10-23 08:54:59 商務英語我要投稿

商務英語會話Unit7:市場調研戰略

任何一個產品要上市，都需要有一個全面的市場調研和市場策略。一個好的市場策略會決定這個產品的'銷售。所以在一個產品上市之前或者做銷售之前都要對同類產品或者消費者的喜好就行深入的分析，這樣才能做到知己知彼百戰不殆。

商務英語會話Unit7:市場調研戰略

HM: here’s a full breakdown of the market research for you to look at.
HS: Ok. So you interviewed 250 people in Shanghai, is that right?
HM: Not just Shanghai, 250 people in Shanghai, 20 in Beijing, and 250 in Guangzhou.
HS: Oh, right, it looks like you got similar results in all three cities.

HM: Yes. The main question we were asking was how people would respond to a new brand coming in at the high end of the market.
HS: And it seems as if a lot of people liked the idea.
HM: Exactly. We found that only 30 % of people weren’t interested at all.
HS: But the other 70% are interested?

HM: yes. 70% of people like a well-respected brand name, it’s as simple as that.
HS: But will they want to buy our products or stick to what they know.
HM: well most people like the idea of being able to buy a Chinese brand rather than a foreign one.

HS: what do you mean by ‘most people’ exactly?
HM: In our target market of 16 to 30 year olds, only 15% said they would be put off buying a Chinese brand.
HS: so you’d say that being a Chinese brand is one of our major strengths?
HM: Definitely. I think the main thrust of our marketing campaign should be our Chinese identity.

HS: The trick will be convincing them that our products are of the same quality as the established brands.

HM: yes, and our research showed that pricing will have a lot to do with that.
HS: we can’t afford to price our products too high, obviously.

HM: that’s right. The research suggests we should go for price points just below those of our main competitors.

HS: I agree –we need to be noticeably cheaper but still be in the same price bracket as the other top brands.

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