最新中国手表市场现状课件PPT.ppt 42页

'中国手表市场现状 拥有手表的消费者没有手表的消费者每100个消费者，拥有一只以上手表的消费者占82% 每100只手表中，有77只是UPDATEWATCH(包括时尚手表、运动手表、流行手表和功能手表)。 女性拥有一只以上手表的比例显著高于男性。平均1.44只平均1.62只拥有手表的消费者中，女性平均拥有手表的数量显著高于男性消费者。手表的消费市场分析性别差异 男(N=854)女(N=1083)运动手表48.00%16.30%时尚手表27.50%28.40%流行手表20.30%51.90%功能手表4.20%3.30%拥有手表类型---- 拥有手表价格档次----男(N=1139)女(N=1370)不知道14.30%13.00%100元以下35.30%46.90%101-200元17.40%15.70%201-300元8.80%6.60%301-500元10.50%7.90%501-1000元7.70%6.80%1001元以上6.10%3.10%拥有手表品牌----每100只手表的品牌分布男(N=1139)女(N=1370)Casio(卡西欧)7.00%3.60%Swatch(斯沃琪)3.00%3.80%其他40.30%34.40%不记得品牌/不清楚49.80%58.30%每100个消费者使用某品牌的比例男(N=1005)女(N=999)Casio(卡西欧)10.10%5.90%Swatch(斯沃琪)4.30%6.10%不清楚71.70%94.40% 针对女性消费者的市场策略产品特点：与男性手表相比，可增加“可爱、趣味”元素，但情感元素和时尚元素有同样高的接受度；运动元素稍少。款式更加具有多样化，更讲究款式变化的时效性与潮流性价格特点：如果自购，100元以下和101-300元的市场将更受其欢迎。针对男性消费者的市场策略：产品特点：与女性手表相比，可增加运动和科技元素，而情感元素和时尚元素有同样高的接受度。不讲究款式的多样化，反而应该不易过时，更讲究经久耐用价格特点：如果自购，100元和101-300元的市场同样受其欢迎，但相比而言，他们比女性更接受301-500元或501元以上的手表。 年龄差异拥有手表数量----是否拥有手表与年龄之间有相关---少年组和成年2组消费者中拥有一只以上手表的比例更高少年组青年组成年1组成年2组 13-17岁18-21岁22-25岁26-35岁A：运动手表41.70%31.80%20.20%23.10%B：时尚手表13.60%28.20%36.40%37.90%C：流行手表42.30%34.40%39.90%37.00%D：功能手表2.30%5.60%3.50%2.00%拥有UPDATEWATCH人数477713401346拥有手表类型---- 13-17岁18-21岁22-25岁26-35岁100元以下53.90%48.10%39.10%20.80%101-200元13.30%16.30%18.10%18.60%201-300元6.60%5.10%7.30%12.80%301-500元5.10%8.20%10.20%13.50%501-1000元4.50%6.00%8.80%10.40%1001元以上2.30%2.80%6.10%8.00%不知道14.30%13.60%10.40%15.70%拥有手表数量578867510553拥有手表价格档次---- 针对年轻群体的市场策略产品特点：具有更多的运动和“趣味、可爱”元素更讲究款式的多样化，紧跟潮流变化价格特点：如果自购，100元以下和101-300元的市场将更受其欢迎。针对成熟群体的市场策略：产品特点：具有更多的时尚、情感元素价格特点：如果自购，100元和101-300元的市场同样受其欢迎，但相比而言，他们更能接受301-500元或501元以上的手表。 手表的保有率：1.7只平均每人手表拥有量1.7只1.5只1.3只1.6只按区域进行市场细分 在上海，手表的保有率高，而且因为“觉得戴手表不舒服”而不佩戴手表的比例低，在五个城市中，应该是最容易提高销量的市场成都的手表保有率高，只要有较好的品牌定位与推广，光争取现有消费者已经是不错的市场。如果要争取新的消费者，由于目前不戴手表的人中较大部分人都难以改变，因此可以强调送礼市场。北京市场的手表保有率低，因此在推广中，应该更加着力于给目前没有手表的人一个理由去购买手表，例如手表的装饰功能(看其人均手表拥有量并不低，可见同时拥有多只手表，在不同场合佩戴的情况也较明显)、送礼的作用。广州和沈阳目前的保有率已经较高，应该也是继上海以后同样较容易提高销量的市场。 在选择区域市场时，建议把上海和广州作为最早进入的两个市场。这两个城市的平均收入水平高但广州务实、上海精打细算，对于性价比高的品牌，接受程度较高。而且这两个城市的手表保有率较高，对流行手表的接受程度也较高，不需要太多的说服。北京反而是个需要经过深思熟虑再进入的市场。该城市的手表保有率低，对流行手表的接受程度也不太高。 完形填空题型分析应试策略实例详解 题型分析大纲介绍本题考查的短文，一般难度适中，长约250-300单词，内设15个试题，要求考生在全面理解短文的基础上选出最佳选项，使短文意思完整，语法无误。能力要求完形填空试题兼有语言和知识技能两种试题的特点，要求考生的理解水平从句子提高到语篇，掌握相当的词汇、牢固的语法知识、良好的阅读能力、一定的语篇分析能力。具体分析如下： 篇章理解能力和语篇分析能力。完形填空是语篇层次上的完句填空，短文在结构和意义上都是一个整体，它对考生的整体语感和语篇分析能力也有较高的要求。因此，考生在做题时必须结合上下文考虑，不该只看所填的词语在句子中是否合适。词汇知识。主要包括构词法、同义词、反义词、形近异义词、同形异义词等的辨析。句型和固定搭配。主要包括动词、名词、形容词的惯用句型，动词、名词、形容词和副词之间的搭配，介词词组以及一些习惯搭配。语法和句法。完形填空考察多为词汇题，但对句子和文章的理解少不了一定的语法知识和分析能力，在选用结构词（介词、连词）时，需要考虑在语法上是否适当。 考点解密词义辨析。词义辨析主要集中在名词、动词、形容词和副词，试题通常以同义词、反义词或形近词的形式出现，要求考生在做题时根据语境确定答案，首先排除意义相反或相差较大的选项，然后确定未知词在句法和语法上的要求，最后选择使句子结构完整、语法正确、符合语义逻辑的最佳答案。固定搭配。固定搭配主要包括介词词组、动词词组、名词词组和一些词语的特殊搭配，是英语学习的重点和难点，备考无技巧可言，关键在于考生对它们的熟悉程度。准确的记忆对提高正确率、节省时间大有裨益。逻辑衔接。在完形填空中，不少题目是利用上下文在逻辑上的排斥性和关联性来设计的，考生应在理解全文的基础上，结合上下文的语义和逻辑关系选择答案。 语法结构。应关注主谓一致、定语从句、名词和代词的数和格、非谓语动词、并列结构、虚拟语气和倒装结构。 应试策略三步走通读全文，了解话题大意，把握总体结构，粗选答案。逐句细读，仔细推敲，确定答案。先易后难，初定答案。填空时，要按照先句法，后语法、语义、逻辑关系及固定搭配的顺序，从各个角度考虑，可以先跳过无法确定的选题，先易后难，循序渐进。B.前后参照，寻找线索。对于较难的题目，要反复阅读空白前后的句子，联系上下文，寻找语境线索和提示。句中信息空白的填补，可以由该句内的信息提示来确定，但有时也需要参照相邻或相隔较远的句子中的信息提示，甚至需要结合全文内容，仔细琢磨，选出合乎逻辑的答案。 3.回读全文，难点补缺。复读全文，再次通过前两遍阅读所营造的语感来核实选项答案，检查文章前后是否连贯、语义是否流畅、内容是否矛盾、结构是否严谨，同时补上难点空缺。 试题详解2010年试题Zooshavebecomeanimportantsiteforthepreservationandprotectionofwildliferesources,_61_thosespeciesthatareendangered._62_,manyzoosdisplayedliveanimalsforpublicentertainment.Presentlysomezooshavebecomescientificandeducational_63_thathavecontributedtotheunderstandingandconservationofwildanimalspopulations._64_thechallengesfacingmodernzoosarethecostofupgradingoldfacilities,thestruggletoobtain_65_operatingfunds,andtheneedtoattractmorevisitorstonewandentertainingexhibits. Many_66_zoosinAmericancitieshaveundergonerenovation(翻新）duringthelastdecadesofthe2othcentury.Amongtherecenttrendsinzoo_67_istheconstructionofnewenclosuresthatresemblenaturalhabitats(栖息地).Thereplacementoftraditionalsteelbarsandconcretefloors_68_appropriatelydesignedsurroundingsimprovesvisitorappreciationoftheanimals.Suchrenovationsmay_69_stressonanimalsandallowthemtointeractwithoneanothermorenaturally.Severalmajorzoosconductcaptivepropagationprograms.Acaptivepropagationprogramincludesthebreedingof_70_zooorwildanimalstoobtainoffspring,usuallyforreleaseto_71_orfortransfertootherzoos.Captivebreedingisonemethodof_72_somespeciesfromextinction. Zooshaveexpandedandimprovedpubliceducationprogramsalso,witheducationdepartmentsthatdevelopprograms_73_zooexhibits.Publicactivitiesincludein0schoolprograms,zootours,specialevents,andwebsites.ThezoologicalSocietyofNewYork,forexample,conductedamajorprojectwithaWesternAfricangovernmenttomonitoranelephantherd_74_itmovedthroughoutitsrange.Theimportanceofzooswillincreaseasnaturalhabitatsarediminishing.Throughtheirefforts_75_conservation,education,andenvironmentaladvocacy.Zooswillcontinuetoplayacriticalroleinwildlifepreservationthroughouttheworld. 实例详解2010年试题快速阅读文章各个段落主题句，迅速把握话题，确定话题熟不熟悉。文章首句（主题句）大致呈现了文章内容：动物园的功能意义。Zooshavebecomeanimportantsiteforthepreservationandprotectionofwildliferesources.继续阅读前，考虑一下我们所知的动物园的功能有哪些。全文结构：段落首句帮助我们迅速获得该话题的大概信息。Many__zoosinAmericancitieshaveundergonerenovation(翻新).Severalmajorzoosconductcaptivepropagationprograms.Zooshaveexpandedandimprovedpubliceducationprogramsalso,witheducationdepartmentsthatdevelopprograms__zooexhibits.Theimportanceofzooswillincreaseasnaturalhabitatsarediminishing. 通读全文，顺手牵羊，粗选答案。Zooshavebecomeanimportantsiteforthepreservationandprotectionofwildliferesources,_61_thosespeciesthatareendangered._62_,manyzoosdisplayedliveanimalsforpublicentertainment.Presentlysomezooshavebecomescientificandeducational_63_thathavecontributedtotheunderstandingandconservationofwildanimalspopulations._64_thechallengesfacingmodernzoosarethecostofupgradingoldfacilities,thestruggletoobtain_65_operatingfunds,andtheneedtoattractmorevisitorstonewandentertainingexhibits.61.a.superficiallyb.especiallyc.importantlyd.supposedly62.a.Bythattimeb.Bythetimec.Atonetimed.Atthattime63.a.institutionsb.associationsc.foundationsd.corporations64.a.Alongb.Towardc.Amongd.Through65.a.limitedb.professionalc.sufficientd.excessive Many_66_zoosinAmericancitieshaveundergonerenovation(翻新）duringthelastdecadesofthe2othcentury.Amongtherecenttrendsinzoo_67_istheconstructionofnewenclosuresthatresemblenaturalhabitats(栖息地).Thereplacementoftraditionalsteelbarsandconcretefloors_68_appropriatelydesignedsurroundingsimprovesvisitorappreciationoftheanimals.Suchrenovationsmay_69_stressonanimalsandallowthemtointeractwithoneanothermorenaturally.66.a.newerb.olderc.formerd.later67.a.managementb.improvementc.achievementd.assessment68.a.underb.forc.intod.with69.a.reduceb.causec.increased.avoid Severalmajorzoosconductcaptivepropagationprograms.Acaptivepropagationprogramincludesthebreedingof_70_zooorwildanimalstoobtainoffspring,usuallyforreleaseto_71_orfortransfertootherzoos.Captivebreedingisonemethodof_72_somespeciesfromextinction.70.a.selectedb.sustainedc.promisingd.surviving71.naturalb.thenaturalc.wildd.thewild72.restrainingb.savingc.shelteringd.exempting Zooshaveexpandedandimprovedpubliceducationprogramsalso,witheducationdepartmentsthatdevelopprograms_73_zooexhibits.Publicactivitiesincludein-schoolprograms,zootours,specialevents,andwebsites.ThezoologicalSocietyofNewYork,forexample,conductedamajorprojectwithaWesternAfricangovernmenttomonitoranelephantherd_74_itmovedthroughoutitsrange.73.a.attributedtob.opposedtoc.referredtod.relatedto74.a.asb.asifc.sod.sothat Theimportanceofzooswillincreaseasnaturalhabitatsarediminishing.Throughtheirefforts_75_conservation,education,andenvironmentaladvocacy,zooswillcontinuetoplayacriticalroleinwildlifepreservationthroughouttheworld.75.a.insearchofb.inhonorofc.insupportofd.inchargeof 实例分析2（10年试题特点上下文中找答案）Areyousinglebuttoobusytosearchforlove?Thenyouneedtotrythelatestdatingphenomenonthatissweeping61theUK---speeddating.Speeddating62menandwomanmeetinginaroomandfindingoutasmuchastheycanaboutpossible63inthreeminutes.It’sprovingevery64withBritain’syoungpeoplewhofindthattheyhaven’tgotthetimetomeetthatspecialone.61.A.offB.acrossC.overD.through62.A.requiresB.inquiresC.revolvesD.involves63.A.partnersB.spousesC.friendsD.counterparts64.A.practicalB.popularC.favorableD.normal Ataspeeddatingeventyouaregiventhreeminutestotalk,65,withamemberoftheoppositesex.Thenabellis66andyoumovetoanotherpersonandstartchattingagain.Bytheendoftheeveningyouwillhavespokenwithuptotwentymenorwomen!65.A.allinoneB.oneafteroneC.oneononeD.oneandall66.A.knockedB.shakenC.swungD.rung If,bytheendofaconversation,you67thepersonorwouldliketoseehimorheragain,youwriteit68onacard.Then,iftheotherpersonalsofanciesyou,theorganizerswillcontactyouwiththeirdetails.Butisthreeminuteslongenoughtomakeanimpressionand69ifyouwanttoseesomeoneagain?Researchsuggeststhat70canbefeltwithinthefirstthirtysecondsofmeetingsomeone,andthatis71speeddatingisallabout,knowingquicklyifyouaregoingtolikesomeone.67.A.attractB.enjoyC.chaseD.fancy68.A.downB.offC.upD.back69.A.workonB.workoutC.workatD.workup70.A.emotionB.sentimentC.chemistryD.attachment71.A.howB.whatC.allD.where Andwhataboutromance?Isitpossibletomakeagood72insuchashorttime?73,peoplesayyoucan’thurrylove.However,Britainwillsoonhaveitsfirstmarriagefromaspeeddate.So,ifyouareona74tofindMr.orMissRight,whathaveyougottolose?75,youstillgohomeonyourown.Butatbest,thepersonofyourdreamscouldbejustthreeminutesaway.72.A.conclusionB.refectionC.guessD.judgment73.A.InallB.AfterallC.OfallD.Andall74.A.tourB.routeC.directionD.mission75.A.AtlastB.AtfirstC.AtworstD.Atend 实例3（09年）Nuclearenergyisanefficientandconvenientsubstituteforconventionalformsofenergywhichwerefoundinspecialgeographicallocations.Largeamountsof___61___andeffortarerequiredto___62___theselocations.Oncethesitesarefound,manandequipmentmustbebroughttotapandusethesesourcesofenergy.However,alargeproportionofsuchsitesarefoundonlyinfarand___63__places.Thisincreasesthedifficultiesof___64___theseformsofenergy.Withnuclearenergy,suchdifficultiesareatpresent.Nuclearreactorscaneasilybebuiltanywhere,andmandoesnothavetocompetewiththe___65___ofnatureinordertoobtaintheenergy.Forequalamountsofenergy,nuclearenergyismuchmoreconvenientandinexpensivetoobtainthanconventionalsourcesofenergy. 61.A.incentiveB.capitalC.interestD.currency62.A.pointB.recognizeC.identifyD.label63.A.isolatedB.singleC.soleD.solitary64.A.detectingB.selectingC.harnessingD.concentrating65.A.potentialsB.powersC.strengthsD.forces Withnuclearenergy,theamountofpollutionisgreatlyreduced.___66___theproductionofnuclearenergyisbasedonthefission(裂变)ofatoms,pollutioniskepttoaverylowlevel.Theenergyproducedinthereactorsisconvertedintoheatandelectricity,andthesehave___67___ornopollutionatall.Conventionalformsoffuel,___68___,producelargeamountsofpollution.66.A.IfB.WhileC.ThoughD.Since67.A.littleB.muchC.moreD.less68.A.asaresultB.ingeneralC.ontheotherhandD.ineffect Productionofnuclearenergyusesthe___69___ofthefissionofatoms:thus,___70___amountsofenergycanbeobtainedfromit.Theworld’sreservesofoil,coalandnaturalgasarerunning___71___atatremendousrateandcurrentestimatespredictthat___72___ofthe21stcenturymostoftheseconventionalfuelswillbeusedup.Nuclearenergyistheexception___73___thisgloomypredictionthroughsplittingandfusingatoms,largeamountsofenergycanbeproduced,and___74___thisprocesscangoonandonuntilallourenergyneedsaresatisfied.The___75___ofnuclearenergyasaboundlesssourceofenergyisindeedgreat,andwemustharnessitwheneverpossibleasconventionalfuelswillnotbearoundmuchlonger. 69.A.processB.ruleC.principleD.function70.A.incompleteB.definiteC.infiniteD.defined71.A.outB.upC.awayD.down72.A.attheendB.bytheendC.intheendD.totheend73.A.inB.forC.ofD.to74.A.substantiallyB.additionallyC.effectivelyD.theoretically75.A.useB.potentialC.popularityD.transformation'