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市場(chǎng)營銷學(xué)(雙語版)(高等院校市場(chǎng)營銷專業(yè)系列教材)
本書依據(jù)國家教育部高等學(xué)校本科專業(yè)教材編寫的基本要求,從中國市場(chǎng)營銷活動(dòng)的實(shí)際情況與高等院校經(jīng)管類人才的培養(yǎng)目標(biāo)及特點(diǎn)出發(fā),使用中英雙語介紹市場(chǎng)營銷學(xué)的基本理論與政策,系統(tǒng)地闡述了市場(chǎng)營銷學(xué)的基本原理、基本方法及營銷策略,并盡力融入實(shí)用性、前沿性、中國化的新內(nèi)容。使讀者在掌握市場(chǎng)營銷基本原理和方法的同時(shí),把握市場(chǎng)營銷發(fā)展的趨勢(shì),掌握相關(guān)專業(yè)知識(shí)的英文表達(dá),從而提高專業(yè)能力和英文水平。
本書可作為高等院校市場(chǎng)營銷專業(yè)的教材,也可供從事涉外市場(chǎng)營銷工作的人士參考。
隨著雙語教學(xué)的不斷深入,市場(chǎng)營銷課程已成為高等院校雙語教學(xué)改革試點(diǎn)中的亮點(diǎn)和熱點(diǎn)。然而,教材建設(shè)卻明顯滯后,相關(guān)專業(yè)的學(xué)生缺乏專門、適用的教材,嚴(yán)重制約了學(xué)生崗位職業(yè)能力的發(fā)展。為了能夠培養(yǎng)出復(fù)合型、應(yīng)用型、涉外型的市場(chǎng)營銷的專門人才,編寫適合高等院校學(xué)生使用的教材對(duì)進(jìn)一步提高高等院校市場(chǎng)營銷專業(yè)雙語教學(xué)的質(zhì)量有著十分重要的意義。
本書在比較分析現(xiàn)存雙語教材的種類和特點(diǎn)的基礎(chǔ)上,通過探索雙語教材選擇和使用的標(biāo)準(zhǔn),為雙語教學(xué)提供理論支持。本書以市場(chǎng)營銷基礎(chǔ)知識(shí)為主體,以涉外市場(chǎng)營銷專業(yè)培養(yǎng)目標(biāo)為編寫方向,以市場(chǎng)營銷學(xué)為支撐,強(qiáng)調(diào)英語與市場(chǎng)營銷學(xué)的融合。教材立意新穎,具有很強(qiáng)的針對(duì)性、實(shí)用性、適用性。
前 言
Preface 伴隨著中國融入世界經(jīng)濟(jì)發(fā)展的大潮,國內(nèi)出現(xiàn)了大量的涉外企業(yè),而同時(shí)國際上越來越多的跨國公司也進(jìn)入中國的市場(chǎng),這些企業(yè)的經(jīng)營發(fā)展需要大量既懂營銷專業(yè)知識(shí)又擅長(zhǎng)在英語環(huán)境下溝通的專門人才。在這樣的人才需求背景下,很多院校積極推進(jìn)雙語教學(xué)工作,以適應(yīng)社會(huì)的需要。隨著雙語教學(xué)的不斷深入,市場(chǎng)營銷課程已成為高等院校雙語教學(xué)改革試點(diǎn)中的亮點(diǎn)和熱點(diǎn)。然而,教材建設(shè)卻明顯滯后,相關(guān)專業(yè)的學(xué)生缺乏專門、適用的教材,嚴(yán)重制約了學(xué)生崗位職業(yè)能力的發(fā)展。為了能夠培養(yǎng)出復(fù)合型、應(yīng)用型、涉外型的市場(chǎng)營銷的專門人才,編寫適合高等院校學(xué)生使用的教材對(duì)進(jìn)一步提高高等院校市場(chǎng)營銷專業(yè)雙語教學(xué)的質(zhì)量有著十分重要的意義。 本書在比較分析現(xiàn)存雙語教材的種類和特點(diǎn)的基礎(chǔ)上,通過探索雙語教材選擇和使用的標(biāo)準(zhǔn),為雙語教學(xué)提供理論支持。本書以市場(chǎng)營銷基礎(chǔ)知識(shí)為主體,以涉外市場(chǎng)營銷專業(yè)培養(yǎng)目標(biāo)為編寫方向,以市場(chǎng)營銷學(xué)為支撐,強(qiáng)調(diào)英語與市場(chǎng)營銷學(xué)的融合。教材立意新穎,具有很強(qiáng)的針對(duì)性、實(shí)用性、適用性。 市場(chǎng)營銷學(xué)是一門建立在經(jīng)濟(jì)科學(xué)、行為科學(xué)和現(xiàn)代管理理論基礎(chǔ)之上的應(yīng)用科學(xué)。它主要研究市場(chǎng)營銷活動(dòng)及其規(guī)律性,具有綜合性、邊緣性的特點(diǎn),屬于管理學(xué)范疇。課程的核心內(nèi)容就是研究在買方市場(chǎng)條件下,賣方如何從顧客的需要出發(fā)制定企業(yè)發(fā)展戰(zhàn)略、組織企業(yè)市場(chǎng)營銷活動(dòng),從而在滿足顧客需求的前提下,使企業(yè)在激烈競(jìng)爭(zhēng)的市場(chǎng)環(huán)境中獲得生存和發(fā)展。而企業(yè)必須依靠掌握營銷理論和技巧的市場(chǎng)營銷專業(yè)人員才能實(shí)現(xiàn)目標(biāo)。不僅如此,在市場(chǎng)經(jīng)濟(jì)條件下,市場(chǎng)營銷理論、方法和技巧不僅廣泛應(yīng)用于企業(yè)和各種非營利性組織,而且逐漸應(yīng)用于微觀和宏觀各個(gè)層次,涉及社會(huì)經(jīng)濟(jì)生活的各個(gè)方面。它是工商管理類各專業(yè)的核心課程,也是經(jīng)濟(jì)學(xué)類各專業(yè)的基礎(chǔ)課程。 本書總體框架由黑龍江外國語學(xué)院陳麗燕負(fù)責(zé)設(shè)計(jì)。全書共有10章,參與編寫的成員分工如下:第3、4、5、6、7章漢語稿由陳麗燕編寫;第9、10章漢語稿和第1、7、8、9、10章英語稿由黑龍江外國語學(xué)院劉永丹編寫;第8章漢語稿和第2、3、4、5、6章英語稿由黑龍江外國語學(xué)院龍鳳編寫;第1章漢語稿由東北林業(yè)大學(xué)工程技術(shù)學(xué)院王巍編寫;第2章漢語稿由黑龍江外國語學(xué)院劉音編寫。此外,陳福明教授和外籍專家Lucy Qi負(fù)責(zé)了全書的審校工作,他們的認(rèn)真審校使英文書稿更加地道流暢。在此特別感謝老師們的辛勤勞動(dòng)。 本書在編寫過程中,借鑒了國內(nèi)外營銷學(xué)者大量的最新的研究成果,特別是吸納了一些國內(nèi)最近出版的教材中的新內(nèi)容與新觀點(diǎn)。在此,謹(jǐn)向這些同行師友們致以深深的謝意。 本書是對(duì)市場(chǎng)營銷雙語教學(xué)教材建設(shè)的一個(gè)探索,書中缺點(diǎn)、疏漏和不妥之處在所難免,如廣大師生和讀者能來信、來電批評(píng)指正,使本教材日趨完善,編者將不勝感謝。 編 者
Contents
第一章 認(rèn)識(shí)市場(chǎng)營銷活動(dòng)What Is Marketing 1 第一節(jié) 市場(chǎng)與市場(chǎng)營銷概述An Overview of Market and Marketing 1 一、市場(chǎng)Market 1 二、市場(chǎng)營銷Marketing 6 第二節(jié) 市場(chǎng)營銷觀念Marketing Concept 9 一、如何理解市場(chǎng)營銷觀念How to Understand Marketing Concept 9 二、市場(chǎng)營銷觀念的演進(jìn)Evolution of Marketing Concept 10 本章小結(jié)Summary 20 思考題Questions 21 第二章 市場(chǎng)營銷調(diào)研Marketing Research 22 第一節(jié) 市場(chǎng)營銷調(diào)研概述An Overview of Marketing Research 22 一、市場(chǎng)營銷調(diào)研的含義和類型Definition and Classifications of Marketing Research 22 二、市場(chǎng)營銷調(diào)研的內(nèi)容 Contents of Marketing Research 24 第二節(jié) 市場(chǎng)營銷調(diào)研的基本程序Basic Procedures of Marketing Research 27 一、調(diào)研準(zhǔn)備階段Preparation Stage 27 二、調(diào)研實(shí)施階段Implementation Stage 30 三、調(diào)研資料整理、分析與報(bào)告撰寫階段Data Collation, Analysis and Report Writing Stage 31 第三節(jié) 市場(chǎng)營銷調(diào)研的方法Marketing Research Methods 32 一、按調(diào)研對(duì)象劃分According to Research Subjects 33 二、按獲得信息的方式劃分According to Ways of Obtaining Information 37 本章小結(jié)Summary 40 思考題Questions 40 第三章 分析市場(chǎng)營銷環(huán)境Analyzing Marketing Environment 42 第一節(jié) 認(rèn)知市場(chǎng)營銷環(huán)境Understanding Marketing Environment 42 一、市場(chǎng)營銷環(huán)境的含義及其構(gòu)成Meaning and Composition of Marketing Environment 42 二、市場(chǎng)營銷環(huán)境的特點(diǎn)Characteristics of Marketing Environment 44 三、企業(yè)營銷與營銷環(huán)境的互動(dòng)Interaction Between Enterprise Marketing and Marketing Environment 45 第二節(jié) 分析微觀營銷環(huán)境Analyzing Micro-environment 47 一、企業(yè)內(nèi)部條件Enterprise's Internal Conditions 47 二、供應(yīng)商Suppliers 47 三、營銷中間商Marketing Intermediaries 48 四、目標(biāo)顧客Target Customers 49 五、競(jìng)爭(zhēng)者Competitors 49 六、公眾The Public 50 第三節(jié) 分析宏觀營銷環(huán)境Analyzing Macro-environment 52 一、人口環(huán)境Population Environment 53 二、社會(huì)文化環(huán)境Social Culture Environment 57 三、經(jīng)濟(jì)環(huán)境 Economic Environment 62 四、科技環(huán)境Science and Technology Environment 66 五、政治法律環(huán)境Political and Legal Environment 67 六、自然環(huán)境Natural Environment 69 本章小結(jié)Summary 71 思考題Questions 71 第四章 市場(chǎng)購買行為分析Analyzing Market Purchase Behavior 73 第一節(jié) 消費(fèi)者市場(chǎng)及其購買行為分析Consumer Market and Consumer Purchasing Behavior 73 一、消費(fèi)者市場(chǎng)的概念及購買模式Concept of Consumer Market and Purchasing Patterns 73 二、影響消費(fèi)者購買行為的因素Factors influencing Consumer Purchase Behavior 75 三、消費(fèi)者購買行為的類型Types of Consumer Purchase Behavior 87 四、消費(fèi)者購買行為決策過程Decision-making Process of Consumer Purchase Behavior 90 第二節(jié) 組織市場(chǎng)及其購買行為分析Institutional Markets and Institution Purchase Behavior 94 一、組織市場(chǎng)的概念及類型Concept and Types of Institutional Markets 94 二、組織市場(chǎng)購買行為Purchase Behavior of Institutional Market 96 本章小結(jié)Summary 107 思考題Questions 108 第五章 目標(biāo)市場(chǎng)選擇及市場(chǎng)定位策略Strategies for Target Market Selection and Market Positioning 109 第一節(jié) 市場(chǎng)細(xì)分Market Segmentation 109 一、市場(chǎng)細(xì)分的含義Concept of Market Segmentation 109 二、有效市場(chǎng)細(xì)分的要求Requirements of Effective Market Segmentation 111 三、市場(chǎng)細(xì)分的程序Procedures of Market Segmentation 111 四、市場(chǎng)細(xì)分的依據(jù)Basis of Market Segmentation 112 五、市場(chǎng)細(xì)分的方法Methods of Market Segmentation 118 第二節(jié) 選擇目標(biāo)市場(chǎng)Selecting Target Market 119 一、目標(biāo)市場(chǎng)及目標(biāo)市場(chǎng)選擇的含義Meaning of Target Market and Target Market Selection 119 二、目標(biāo)市場(chǎng)選擇的標(biāo)準(zhǔn)Criteria of Target Market Selection 120 三、目標(biāo)市場(chǎng)的選擇策略Strategies for Target Market Selection 122 四、目標(biāo)市場(chǎng)的營銷策略Marketing Strategies for Target Market 123 五、影響目標(biāo)市場(chǎng)選擇的因素Factors Influencing Target Market Selection 127 第三節(jié) 市場(chǎng)定位Market Positioning 130 一、市場(chǎng)定位的含義Meaning of Market Positioning 130 二、市場(chǎng)定位的作用Functions of Market Positioning 131 三、市場(chǎng)定位的步驟Steps of Market Positioning 132 四、市場(chǎng)定位的方法 Methods of Market Positioning 135 五、市場(chǎng)定位策略Strategies for Market Positioning 138 本章小結(jié)Summary 140 思考題Questions 141 第六章 產(chǎn)品策略Product Strategies 143 第一節(jié) 產(chǎn)品概述Overview of Products 143 一、產(chǎn)品的含義Concept of Product 143 二、產(chǎn)品整體概念Total Product Concept 144 三、產(chǎn)品的分類Categories of Product 147 第二節(jié) 產(chǎn)品生命周期策略Product Life Cycle Strategies 152 一、產(chǎn)品生命周期的概念Concept of Product Life Cycle 152 二、產(chǎn)品生命周期各階段的特點(diǎn)及營銷策略Characteristics and Marketing Strategies at Every Stage of the Product Life Cycle 154 第三節(jié) 產(chǎn)品品牌與包裝策略Branding and Packaging Strategies 164 一、品牌策略Branding Strategy 164 二、包裝策略Packaging Strategies 169 第四節(jié) 產(chǎn)品組合策略Product Mix Strategies 173 一、產(chǎn)品組合及其相關(guān)概念Product Mix and Related Concepts 173 二、產(chǎn)品組合策略的分類Categories of Product Mix Strategies 176 第五節(jié) 新產(chǎn)品開發(fā)策略New-Product Development Strategies 182 一、新產(chǎn)品的概念及類型Concept and Types of New Products 182 二、新產(chǎn)品開發(fā)的策略Strategies of New-product Development 184 本章小結(jié)Summary 185 思考題Questions 186 第七章 價(jià)格策略Pricing Strategies 187 第一節(jié) 定價(jià)的程序與方法Pricing Procedures and Methods 187 一、定價(jià)程序Pricing Procedures 187 二、定價(jià)方法Pricing Approaches 192 第二節(jié) 定價(jià)的基本策略Pricing Strategies 199 一、產(chǎn)品組合定價(jià)策略Portfolio Pricing Strategies 199 二、新產(chǎn)品定價(jià)策略New Product Pricing Strategies 201 三、心理定價(jià)策略Psychological Pricing Strategies 203 四、地理定價(jià)策略Geographical Pricing Strategies 204 五、折扣定價(jià)策略Discount Pricing Strategies 206 六、差別定價(jià)策略Segmentation Pricing Strategies 208 七、價(jià)格調(diào)整策略Price Adjustment Strategies 209 本章小結(jié)Summary 211 思考題Questions 212 第八章 分銷渠道策略Distribution Channel Strategies 213 第一節(jié) 分銷渠道的職能及類型Functions and Types of Distribution Channels 213 一、分銷渠道的概念Definition of Distribution Channels 213 二、分銷渠道的職能Functions of Distribution Channels 214 三、分銷渠道的類型Types of Distribution Channels 215 第二節(jié) 選擇分銷渠道策略Selecting Strategies for Distribution Channels 218 一、影響分銷渠道策略設(shè)計(jì)的因素Factors Influencing the Design of Channel Strategies 218 二、分銷渠道選擇的策略Strategy for Selecting Distribution Channels 222 第三節(jié) 批發(fā)商與零售商的分銷策略Wholesaling and Retailing Distribution Strategies 227 一、批發(fā)商的分銷策略 Wholesaling Distribution Strategies 227 二、零售商的分銷策略Retailing Distribution Strategies 229 第四節(jié) 分銷渠道管理策略Channel Management Strategies 232 一、渠道管理的內(nèi)容Contents of Channel Management 232 二、渠道管理的策略Channel Management Strategies 233 本章小結(jié)Summary 236 思考題Questions 237 第九章 促銷策略Promotion Strategies 238 第一節(jié) 促銷與促銷組合策略Promotion and Promotion Mix Strategies 238 一、促銷的含義Meaning of Promotion 238 二、促銷的作用Effects of Promotion 240 三、促銷組合策略 Strategies of Promotion Mix 242 第二節(jié) 人員推銷策略Personal Selling Strategies 250 一、人員推銷的含義及特點(diǎn) Meaning and Characteristics of Personal Selling 250 二、人員推銷的任務(wù) Assignments of Personal Selling 252 三、人員推銷策略的含義及內(nèi)容 Meaning and Contents of Personal Selling Strategies 253 四、人員推銷的形式策略 Form Strategy of Personal Selling 253 五、人員推銷的基本策略 Basic Strategies of Personal Selling 255 六、人員推銷的工作流程策略Working Procedure Strategy of Personal Selling 256 七、人員推銷的管理策略 Management Strategies of Personal Selling 258 第三節(jié) 廣告策略Advertising Strategies 265 一、廣告的含義及類型The Meaning and Types of Advertisement 265 二、廣告策略的概念及其程序The Concept and Other Procedures of Ads 268 第四節(jié) 公共關(guān)系策略Public Relation Strategies 278 一、公共關(guān)系的概念及特征Concept and Essential Characteristics of Public Relations 278 二、公共關(guān)系策略Public Relations Strategy 280 第五節(jié) 營業(yè)推廣策略Sales promotion Strategies 284 一、營業(yè)推廣的概念The Concept of Sales Promotion 284 二、營業(yè)推廣策略的含義The Meaning of Sales Promotion Strategies 284 三、營業(yè)推廣策略的類型及活動(dòng)方式The Types of Sales Promotion Strategies and the Ways of Activities 285 四、營業(yè)推廣策略實(shí)施程序The Implementation Procedures of Sales Promotion Strategies 289 本章小結(jié)Summary 290 思考題Questions 291 第十章 營銷素養(yǎng)和社會(huì)責(zé)任Marketing Ethics and Social Responsibility 292 第一節(jié) 加強(qiáng)營銷素養(yǎng)Reinforce Marketing Ethics 292 一、營銷人員必備的營銷素養(yǎng)Salesmen's Requisite Marketing Ethics 292 二、營銷人員提高業(yè)務(wù)素養(yǎng)的途徑Ways of Promoting Salesmen's Professional Quality 296 第二節(jié) 實(shí)施對(duì)社會(huì)負(fù)責(zé)的市場(chǎng)營銷Marketing with Social Responsibility 297 一、社會(huì)對(duì)于營銷的批評(píng)Social Criticism of Marketing 297 二、營銷中的社會(huì)責(zé)任Social Responsibility in Marketing 298 三、實(shí)施對(duì)社會(huì)負(fù)責(zé)的營銷Implement the Marketing Responsible for the Society 300 本章小結(jié)Summary 302 思考題Questions 302 參考文獻(xiàn) 303
第一章 認(rèn)識(shí)市場(chǎng)營銷活動(dòng)
What Is Marketing 【學(xué)習(xí)目標(biāo)】 1. 市場(chǎng)的概念及市場(chǎng)分類; 2. 市場(chǎng)營銷的核心概念; 3. 市場(chǎng)營銷觀念的演進(jìn)。 Learning Objectives 1. Concept and types of markets; 2. Core concepts of marketing; 3. Evolution of marketing concepts. 市場(chǎng)營銷不是企業(yè)經(jīng)營活動(dòng)的某一方面,它始于產(chǎn)品生產(chǎn)之前,并一直延續(xù)到產(chǎn)品售出以后,貫穿于企業(yè)經(jīng)營活動(dòng)的全過程。它是企業(yè)在占領(lǐng)市場(chǎng)、擴(kuò)大銷售、實(shí)現(xiàn)預(yù)期目標(biāo)的過程中所進(jìn)行的一系列商務(wù)活動(dòng)。企業(yè)的成功并不是取決于生產(chǎn)而是取決于顧客,因此,樹立現(xiàn)代市場(chǎng)營銷觀念、正確認(rèn)識(shí)市場(chǎng)營銷活動(dòng)是成功開展?fàn)I銷活動(dòng)的前提和基礎(chǔ)。 Marketing is not an aspect of business activities. It begins before production and extends to after-sales, which is a whole process of business operations. Marketing is a series of business activities in the process of occupying market, expanding sales, and achieving objectives. An enterprise's success does not depend on production but on the customer, therefore, correct understanding of marketing concepts and marketing campaigns is the basis of successful implementation of marketing activities. 第一節(jié) 市場(chǎng)與市場(chǎng)營銷概述 An Overview of Market and Marketing 一、市場(chǎng)Market (一)市場(chǎng)的概念Concept of Market 市場(chǎng)是社會(huì)生產(chǎn)分工、商品生產(chǎn)與商品交換的產(chǎn)物,屬商品經(jīng)濟(jì)的范疇。哪里存在商品交換,哪里就有市場(chǎng)。市場(chǎng)的含義是隨著商品經(jīng)濟(jì)的發(fā)展而不斷延伸的。 Market is the result of social production division, commodity production and commodities exchange. It belongs to the scope of commodity economy. Where there exists commodity exchange, there is market. The meaning of market extends with the development of commodity economy. 美國著名營銷學(xué)家菲利普·科特勒認(rèn)為;"市場(chǎng)是指某種產(chǎn)品的實(shí)際購買者和潛在購買者的集合。這些購買者有某種欲望或需要,并且能夠通過交換得到滿足。因而,市場(chǎng)規(guī)模取決于具有這種需要及支付能力、并且愿意進(jìn)行交換的人的數(shù)量。" Philip Kotler, the famous American marketing expert, believes that the market is a collection of actual and potential buyers of certain products. These buyers have certain desire or needs, which can be met through exchange. Thus, market scale depends on the number of people who have the needs and payment abilities and are willing to be engaged in the trade. 市場(chǎng)是人口、購買力、購買欲望三要素的集合體。 Market is an aggregate of population, purchasing power and purchasing desire. 其中,人口指的是對(duì)產(chǎn)品有現(xiàn)實(shí)和潛在需要的人,是構(gòu)成市場(chǎng)的最基本的要素。購買力是顧客支付貨幣、購買商品或服務(wù)的能力。購買力是構(gòu)成市場(chǎng)的重要因素,有支付能力的需求才促成有意義的市場(chǎng)。購買欲望是顧客購買商品的動(dòng)機(jī)、愿望或要求,是顧客把潛在購買力變成現(xiàn)實(shí)購買力的重要條件。市場(chǎng)的三個(gè)要素相互制約,缺一不可,只有三者結(jié)合起來,才能構(gòu)成現(xiàn)實(shí)的市場(chǎng),才能決定市場(chǎng)的規(guī)模和容量。 Population is the people with actual and potential needs, who constitute the most basic element of market. Purchasing power is the ability to pay and to buy goods or services. It is an important factor of market, and demand with ability to pay constitutes a meaningful market. Purchasing desire is the motivation, will or demand of customers to purchase goods and is an important condition to turn customers' potential purchasing power into reality. These three elements of market are indispensable and restrain each other. Only the combination of the three can constitute a real market, and determine the size and capacity of the market. (二)市場(chǎng)的分類Types of Market 市場(chǎng)按不同的標(biāo)準(zhǔn)可以劃分為各種不同的類型。不同的市場(chǎng)類型,有其不同的交換內(nèi)容及其具體的需求與特點(diǎn)。 Market can be divided into various types by different standards. Different markets have different exchange contents, specific needs and characteristics. 1. 按競(jìng)爭(zhēng)程度劃分Divided by Competition Degree 按照競(jìng)爭(zhēng)程度劃分,市場(chǎng)有完全競(jìng)爭(zhēng)市場(chǎng)、完全壟斷市場(chǎng)、壟斷競(jìng)爭(zhēng)市場(chǎng)和寡頭壟斷市場(chǎng)。 Based on competition degree, there are fully competitive market, monopoly market, monopolistic competition market, and oligopoly market. 完全競(jìng)爭(zhēng)市場(chǎng)是指競(jìng)爭(zhēng)不受任何干擾的市場(chǎng),它意味著市場(chǎng)中產(chǎn)品價(jià)格穩(wěn)定,產(chǎn)品質(zhì)量相同,要素轉(zhuǎn)移自由,信息傳遞迅速。理想的完全競(jìng)爭(zhēng)市場(chǎng)實(shí)際上是不存在的。在現(xiàn)實(shí)生活中,農(nóng)產(chǎn)品市場(chǎng)比較接近完全競(jìng)爭(zhēng)市場(chǎng)的情況。 Fully competitive market is the one without any interference which means stable price, same quality free factors and quick information transfer. Ideal fully competitive market does not exist in reality and agricultural market is similar to it in real life. 完全壟斷市場(chǎng)是指整個(gè)產(chǎn)業(yè)只有一家企業(yè),它的產(chǎn)品沒有任何替代品,其他企業(yè)無法進(jìn)入該產(chǎn)業(yè)。完全壟斷企業(yè)能夠操縱整個(gè)產(chǎn)業(yè)的產(chǎn)品和價(jià)格,該企業(yè)就是代表產(chǎn)業(yè)。形成完全壟斷的原因主要有自然壟斷、原料控制、專利權(quán)和政府特許。 Monopoly market refers to that there is only one enterprise in an industry. There are no substitutes for its products; other enterprises cannot enter the field. The monopoly enterprise is on behalf of the industry, and it is able to manipulate the entire industry's product and price. Full monopoly is mainly due to natural monopoly, raw material control, patents, and government concessions. 壟斷競(jìng)爭(zhēng)市場(chǎng)是介于完全競(jìng)爭(zhēng)市場(chǎng)和完全壟斷市場(chǎng)之間的市場(chǎng)。壟斷競(jìng)爭(zhēng)市場(chǎng)的主要特點(diǎn)是:一切同類商品之間存在差別,市場(chǎng)上有很多同類企業(yè),企業(yè)進(jìn)入市場(chǎng)比較容易,比如一般日用工業(yè)品。壟斷競(jìng)爭(zhēng)對(duì)消費(fèi)者的滿足程度最高,在一定的價(jià)格水平下消費(fèi)者對(duì)商品的選擇余地較大,它是目前經(jīng)濟(jì)生活中普遍存在的市場(chǎng)結(jié)構(gòu)。 Monopolistic competition market is a market between fully competitive market and monopoly market. Its main features are as follows: there are differences among all the goods of the same kind; there are many similar enterprises and it's easy for them to enter the market, such as general industrial products for daily use. Monopolistic competition, in which consumers have greater choice at a certain price level, gives consumers the maximum level of satisfaction and is the prevailing market structure in current economic life. 寡頭壟斷市場(chǎng)是指一種產(chǎn)品在擁有大量消費(fèi)者或用戶的情況下,由少數(shù)幾家大企業(yè)控制絕大部分的商品生產(chǎn)經(jīng)營量,剩下的一小部分產(chǎn)品量則由眾多的小企業(yè)去生產(chǎn)經(jīng)營。產(chǎn)生這種市場(chǎng)的主要原因是資源的有限性、技術(shù)的先進(jìn)性、資本規(guī)模的集中性以及規(guī)模經(jīng)濟(jì)效益所形成的排他性, 諸如鋼鐵、石油、航空等領(lǐng)域。 Oligopoly market refers to the market where a kind of product owns a large number of consumers or users and a few big enterprises control the most production of the goods, leaving a small amount produced by a large number of small enterprises. This is due to limited resources, advanced technology, centralized capital and exclusivity formed by Scale Economies Effect in such business lines as steel, oil, aviation, etc. 2. 按流通區(qū)域劃分Divided by Circulation Regions 按商品流通區(qū)域劃分,市場(chǎng)可分為國內(nèi)市場(chǎng)和國際市場(chǎng)。 Based on circulation regions, there are domestic and international markets. 國內(nèi)市場(chǎng),是指在一國范圍內(nèi)可使商品和勞務(wù)發(fā)生轉(zhuǎn)移的區(qū)域市場(chǎng)。國內(nèi)市場(chǎng)的發(fā)展與繁榮,不僅能夠促進(jìn)本國經(jīng)濟(jì)的發(fā)展,而且能為發(fā)展對(duì)外貿(mào)易、進(jìn)入國際市場(chǎng)提供牢固的基礎(chǔ)與條件。國內(nèi)市場(chǎng)又可分為省區(qū)市場(chǎng)、城鄉(xiāng)市場(chǎng)等。 Domestic markets refer to the regional markets within a country for the transfer of goods and services. Development of domestic markets can not only promote economy but also provide solid foundation and favorable conditions for developing foreign trade and entering international markets. Domestic markets can be divided into province markets, urban and rural markets, etc. 國際市場(chǎng),是指越出本國國境與其他國家進(jìn)行貿(mào)易活動(dòng)所形成的多國間市場(chǎng)。國別市場(chǎng)、貿(mào)易集團(tuán)區(qū)域市場(chǎng)、洲別市場(chǎng)等都屬于國際市場(chǎng)。 International markets are the multinational ones which are beyond one country's border with trading activities taking place in different countries. Country markets, markets for trading blocks and continent markets all belong to international markets. 3. 按產(chǎn)品形態(tài)劃分Divided by Product Forms 市場(chǎng)按產(chǎn)品形態(tài)劃分,可分為有形產(chǎn)品市場(chǎng)與無形產(chǎn)品市場(chǎng)。 Based on product forms, there are tangible product market and intangible product market. 有形產(chǎn)品市場(chǎng)是指具有物質(zhì)形態(tài)的商品市場(chǎng),它包括工業(yè)品商品市場(chǎng)與農(nóng)產(chǎn)品商品市場(chǎng)。工業(yè)品商品市場(chǎng)可分為輕工商品市場(chǎng)、機(jī)械商品市場(chǎng)、零配件商品市場(chǎng)、生產(chǎn)設(shè)施商品市場(chǎng)等市場(chǎng);農(nóng)產(chǎn)品商品市場(chǎng)可分為種植類、養(yǎng)殖類、林產(chǎn)類等商品市場(chǎng)。 Tangible product market is for commodities with physical forms, including those for industrial goods and agricultural goods. The markets for light industry goods, machinery, spare parts and production facilities all belongs to industrial goods market, while agricultural goods market includes those for cultivation, aquaculture and forestry products. 無形產(chǎn)品市場(chǎng)是指不提供有形的物質(zhì)產(chǎn)品,而通過交換提供各種形式的服務(wù),用以滿足非物質(zhì)消費(fèi)需求的市場(chǎng)。在無形產(chǎn)品市場(chǎng)中,又可分為勞務(wù)市場(chǎng)、服務(wù)市場(chǎng)、信息市場(chǎng)等市場(chǎng)。 Intangible product market is the one where there is no tangible products exchange but the exchange of various services to meet the demand for non-material consumption. The markets for labor, services and information all belong to intangible product markets. 4. 按產(chǎn)品用途劃分Divided by Product Uses 市場(chǎng)按產(chǎn)品用途劃分,可分為消費(fèi)者市場(chǎng)與生產(chǎn)者市場(chǎng),實(shí)際上也就是生活消費(fèi)品市場(chǎng)與生產(chǎn)消費(fèi)品市場(chǎng)。 Based on product uses, there are consumer market and industry market, which are actually markets for consumer goods and industrial goods. 消費(fèi)者市場(chǎng)是指居民生活消費(fèi)品的商品市場(chǎng),可分為食品市場(chǎng)、日用工業(yè)品市場(chǎng)、服裝市場(chǎng)、家具市場(chǎng)等生活消費(fèi)品市場(chǎng)。 Consumer market is for consumer goods, which includes food market, daily-use industrial products market, clothing market, furniture market, etc. 生產(chǎn)者市場(chǎng)是指生產(chǎn)者所需的各種生產(chǎn)資料的商品市場(chǎng)。生產(chǎn)者市場(chǎng)包括原材料、生產(chǎn)工具、生產(chǎn)設(shè)施、肥料、種子等生產(chǎn)消費(fèi)品商品市場(chǎng)。 Industry market is for various means of production needed by producers, including markets for raw materials, production tools, production facilities, fertilizer and seeds, etc. 5. 按生產(chǎn)要素劃分Divided by Production Factors 市場(chǎng)按產(chǎn)品生產(chǎn)過程中所需的基本生產(chǎn)要素劃分,可分為物質(zhì)產(chǎn)品市場(chǎng)、資金市場(chǎng)、勞動(dòng)力市場(chǎng)、科技市場(chǎng)、信息市場(chǎng)、服務(wù)市場(chǎng)、房地產(chǎn)市場(chǎng)等要素市場(chǎng)。 Based on production factors required in the production process, there are markets for material products, capital, labor, science and technology, information, services and real estate, etc. 物質(zhì)產(chǎn)品市場(chǎng)是指生產(chǎn)活動(dòng)所需的原材料、生產(chǎn)工具、生產(chǎn)設(shè)施等生產(chǎn)資料商品市場(chǎng)。 Material product market is for raw materials, production tools, production facilities and so on. 資金市場(chǎng)是指進(jìn)行生產(chǎn)經(jīng)營活動(dòng)所需資金的交易市場(chǎng),可分為資金借貸市場(chǎng)、證券市場(chǎng)、股票市場(chǎng)等資金市場(chǎng)。 Capital market is for funds needed in production and business activities, which includes capital lending, securities, stocks and other financial markets. 勞動(dòng)力市場(chǎng)是指進(jìn)行生產(chǎn)活動(dòng)所需勞動(dòng)力的交易市場(chǎng),可分為零用工市場(chǎng)、人才市場(chǎng)等。 Labor market is for labor exchange required in production activities. They can be markets for flexible employment and human resources market, etc. 科技市場(chǎng)是指進(jìn)行生產(chǎn)活動(dòng)所需科學(xué)技術(shù)的交易市場(chǎng),可分為科技成果轉(zhuǎn)讓市場(chǎng)、科技成果出租市場(chǎng)等。 Science and technology market is for technology exchange needed in production activities, including transfer and rental markets for scientific and technological achievements. 信息市場(chǎng)是指進(jìn)行生產(chǎn)經(jīng)營活動(dòng)所需各種信息的交易市場(chǎng),可分為科技信息市場(chǎng)、商品供求信息市場(chǎng)、競(jìng)爭(zhēng)者信息市場(chǎng)、社會(huì)經(jīng)濟(jì)發(fā)展信息市場(chǎng)以及網(wǎng)絡(luò)信息市場(chǎng)等。 Information market is for information exchange, which is required in production and business activities, including markets for technology information, commodity supply and demand, competitors, socio-economic development, network and so on.
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