Marketing PlanWord文档下载推荐.docx

Marketing PlanWord文档下载推荐.docx

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Geographicalsetting

ChinaislocatedineasternAsia,alongtheWestBankofPacificOcean,borderingtheEastChinaSea,KoreaBay,YellowSea,andSouthChinaSea,betweenNorthKoreaandVietnam.Thetotallandandwatersareaismorethan1400squarekilometers,rankingthirdintheworld.Itdescendsfromthewesttoeastingeneral,includingmountains,hillsandplateaus,whichmakeuptwothirdsofitstotallandarea.Basinsandplainsdominatetheremainingland.Facingthepacific,chinahasaprominentmonsoonclimate,mixingwithobviouscontinentalclimateandvariousclimatetypes,duetoitsvastterritoryandcomplicatedtopography.

Educationsystemsandliteracyrates

SincethefoundingofthePeople’sRepublicofChinain1949,chinahasputanimportantgovernmentalefforttoeliminateilliteracyandpopularizecompulsoryeducation.AccordingtoadevelopmentprogramoftheMinistryofEducation,todayilliteracyamongtheyoungandmiddle-agedpopulationhasdecreasedtolessthan5percent,andthenine-yearcompulsoryeducationbasicallyhasbeenestablished.Thegovernmentisconsistentlycommittedtoprovidingmoreandmoreeducationalopportunitiestothewholecountry.

CurrentEnglisheducationsituation

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ThepupilsstartlearningEnglishfromgrade3inprimaryschools.CollegestudentsnotmajoringinEnglishcanreadordinaryEnglishnewspapersandmagazinesandcommunicateinEnglish.

Internationalcooperationandexchangesineducationhaveincreasedyearbyyear.Chinahasthemoststudentsstudyingabroadintheworld.

Withtheopen-uppolicyofChina,Englishteachinghasbeengettingmoreandmorepublicattention,especiallysinceBeijingwonthebidtoholdthe2008OlympicGames.

Politicalsystem

Chinaisasocialistcountry.Thesocialistsystemisledbyworkingclassandtheallianceoftheworkersandfarmers.People’scongressisthefundamentalpoliticalsystem.Thecommunistpartyisthesolepartyinpowerinchina.Themulti-partycooperationandpoliticalconsultationisimplementedundertheleadershipofcommunistpartyofChina.TheadministrativesysteminthePeople’sRepublicofchinaincludesthecentraladministrativeorgansandlocaladministrativeorgansatdifferentlevels.

Stabilityofgovernment

ForChina'

srulersthroughtheages,stabilityhasbeenandwillalwaysbethechiefobjectiveofChinagovernment.Acombinationoffiscalandtaxtoolswasusedtopromotesteadyandrapiddevelopmentoftheeconomy.Avarietyofmeasuresandpolicieshasbeenmadetomakemedicalcaremoreavailableandaffordable.Highimportancehasbeenattachedtobasicproblemswhichaffectspeople’shousingandstrengthensemployment,reemploymentandsocialsecuritywork.However,Chinagovernmentalsoconfrontssomeproblems,forexample,thepolarizationofrichandpoor,thereconstructionofeconomies,whichneedinstantattentionandsolution.

Legalsystem

Chinascreens,censorsallprint,electronicorinternetpublicationinthecountrythroughitsGeneralAdministrationofPressandPublication（GAPP）.PublishersarerequiredtobelicensedbytheGAPP,whichhasthepowertodenywriterstherighttopublishtheirworksandtocompletelyshutdownanypublisherwhofailstofollowitsdictates.However,afterChina'

sWTOentry,thebookretailingwillbeopenedtotheoutsideworld.

EconomicAnalysis

Population

Chinaistheworld'

slargestandmostpopulouscountry,withjustover1.3billionpeopleinmid-2008.China'

spopulationgrowthandbirthrateshasbeenbothslowedbytheonechildpolicy,whichwasineffectsince1979.Thepopulationgrowthrateof2009is0.665%,andthebirthrateof2009is0.14%.（Source:

CIAWorldFactbook-Unlessotherwisenoted,informationinthispageisaccurateasofFebruary19,2010）

Distributionofpopulation

Asalargeunitedmulti-nationalstate,Chinaiscomposedof56ethnicgroups.AmongthemHanChineseaccountfor91.59%oftheoverallChinesepopulationandtheother55makeuptheremaining8.41%accordingtotheFifthNationalPopulationCensusof2000.

Economy

Inthe22yearsfollowingreformandopening-upin1979inparticular,China'

seconomydevelopedatanunprecedentedrate,andthatmomentumhasbeenheldsteadyintothe21stcentury.

Nowadays,theeconomyofChinaisthethirdlargestintheworld,withanominalGDPof$4.91trillionin2009.ItisthesecondlargestaftertheU.S.withaneconomyworth$8.77trillionwhenmeasuredinpurchasingpowerparity.Chinaistheworld'

sfastest-growingmajoreconomy,withanaverageannualgrowthrateofabout10%forthepast30years.Thecountry'

spercapitaincomeisat$3,677（nominal,97th）,and$6,567（PPP,98th）,accordingtotheInternationalMonetaryFund.Currently,Chinaisthesecondlargesttradingnationintheworldandthelargestexporterandsecondlargestimporterofgoods.

Exchangerates

In2005thePeople’sRepublicofChinabeganasystemoffloatingtheircurrencyagainstabasketofothercurrenciesinsteadoftheRMB-USdollarpeg.In20thJulyof2010,thePeople'

sBankofChinaswillfurtherreformtheRMBexchangerateregimeandenhancetheRMBexchangerateflexibility.Itshowsamomentumtowardsamoreflexiblerate.

Currently,theexchangeratebetweenAmericandollarandRMBis1:

6.79.

Foreigninvestment

Foreigndirectinvestment（FDI）begantoflowintoChinasinceeconomicalreformsin1978.Followingaperiodofrelativelyslowgrowth,FDIinflowstoChinapickedupin1990s,whenChinahadbecomeoneoftheworld’slargesttradingnations,therecipientofmoreforeigndirectinvestmentthananyothercountryintheworld.However,thedistributionsofFDIinChinaarehighlyuneven.FDI'

sgeographicaldistributioninChinaisdeterminedmostlybyGNP,infrastructuredevelopment,levelofgeneraleducation,andcoastallocation.Besides,FDIhasbeenbiasedtowardspeculativetypesofinvestment,especiallyintherealestatesector.

MarketAuditandCompetitiveMarketAnalysis

NobleisatopbooksellerinAmerica.ItisfoundedbyLeonardRiggointheearly1960s.Barnes&

Noblehasafullyoperationalmulti-channel 

business–withretaillocationsandanonlinesubsidiary,Barnes&

N. 

Inadditiontoinnovationsinretailing,Barnes&

Noblehasalsoexpandeditsapproachtobooksellingandtheproductsitoffersthroughitsself-publishingprogram.Itsmissionistooperatethebestspecialtyretailbusiness.

Opportunity

Theexpansiontochinaisthecompany’sanotherinnovation.Chinahasoneofthelargestbookindustriesintheworld.Themarketsizeanddemandsinchinaisconsiderable.TocapturethisgreatmarketwillfurthertheBarnes&

Noble’sdevelopmentandmakenumerousbenefits.

Challenges

Noblewillmeetgreatchallengesduringtheexpansioninchina.Thefirstandbiggestobstacleispricing.ThoughtheworldwitnessChina’seconomyboom,itisstilladevelopingcountry.People’sabilitytopayisstilllowinChina;

theyperhapscannotaffordthesamepricingasinAmerica.Besides,ifthepricingaretoohigh,peoplemaysacrificethehighqualitybooktosavemoney,whichwillmakeBarnes&

Noblelosecompetence.Sohowtomaketheadaptationsuccessfullyisthefirstquestiontoconsiderate.

Thesecondproblemisthedistributionofbooks.InAmerica,Barnes&

Noblehavebegunitsmail-ordercatalogueinthe1970s,andlaunchedthecompany’swebsitein1997,inadditiontothemoderngenerationofBarnes&

Noblesuperstores.Whileinchina,themaindistributionchannelsarecontrolledbytheseveralbigstate-ownedpublishinghouses,howtoreachtargetaudienceefficientlyandhowtointegratethedistributionsisthesecondquestionwhichneedsimmediateconsideration.

Thethirdproblemishowtoprotectthecopyright.Thephenomenonthatsomebooksarebannedinchinaorpeopletherehavelittleroyaltypaymentsfostermanyundergroundpublishers.InBeijing,onecaneasilyseemanymobilebookcartscarryingillegalcopiesofbooksorbookhawkerswalkingaroundwithbagsofbannedbookssuchasTheSecretWarofChina.Thisproblemwillexistsinlongtime,anditisthefurtherresultsofthefirstquestion.Itneedsthewholesociety’sefforts,certainlyincludingBarnes&

Noble,tomaintainthecopyrighttobeprotected.

Advantages

Forsomereason,Chinesebook-publishingandprintinghouseshavefordecadesignoredupgrading,renovatingthetechnicalsystemandbusinessoperationconceptsorintroducingnewstrategiesinmanagement,promotionandpersonneltraining.Mostofbooksinchinaareofpoorprintqualitywithmanyspellingmistakesandmissingpages.AndthesearejustadvantagesoforiginalEnglishbookandBarnes&

Noble.Barnes&

Noblestoremanagersarecommittedtoensuringthattheydeliverasuperiorexperienceforalltheircustomers. 

Nobleconsistentlyranksatornearthetopineverymajorstudyofcustomersatisfactionandqualityofservice.Besides,Barnes&

Nofferstheworld'

slargestbibliographicinventory,sothatithasastrongcu