周黑鴨細(xì)分市場(chǎng)分析.docx

周黑鴨的細(xì)分市場(chǎng)（一）按地區(qū)細(xì)分周黑鴨企業(yè)主營(yíng)食品，因此每個(gè)地區(qū)對(duì)其口味的接受程度也大有不同，地理位置的細(xì)分當(dāng)然是要考慮的關(guān)鍵之一。中國(guó)市場(chǎng)分為華南，華北，華東，華中，東北，西南，西北這七大區(qū)域。每個(gè)地區(qū)的飲食習(xí)慣和對(duì)口味的偏愛(ài)程度都有所不同。經(jīng)調(diào)查研究，南方偏愛(ài)于咸辣、麻辣、油辣、甜辣，北方人則喜歡干辣、酸辣。湖北周黑鴨主打的就是甜辣口味。因此，在華南，華東，華中等喜愛(ài)甜辣的地區(qū)是主營(yíng)方向。（二）按年齡細(xì)分 根據(jù)年齡可以把消費(fèi)者市場(chǎng)劃分為：青少年市場(chǎng)（0-19歲），青年市場(chǎng)（20-35歲），中老年市場(chǎng)（35歲以上）。周黑鴨企業(yè)的產(chǎn)品特點(diǎn)以“辣、香、麻、甜”著稱。由此可見(jiàn)青少年市場(chǎng)對(duì)辣味食品的接受程度相對(duì)較低，對(duì)他們來(lái)說(shuō)營(yíng)養(yǎng)成分也不足，且沒(méi)有獨(dú)立的經(jīng)濟(jì)收入來(lái)源，不能作為周黑鴨忠誠(chéng)的品牌購(gòu)買者；中老年市場(chǎng)相對(duì)具有限制性，中年人雖然有較強(qiáng)的經(jīng)濟(jì)實(shí)力，但根據(jù)調(diào)查中年人對(duì)周黑鴨這個(gè)產(chǎn)品并不感冒，消費(fèi)頻率低，消費(fèi)費(fèi)用少；老年人一般比較注重身體的保養(yǎng)以及飲食的營(yíng)養(yǎng)清淡，與周黑鴨的口味特點(diǎn)不相吻合，所以也不能作為主要的目標(biāo)客戶；青年市場(chǎng)是發(fā)展的主要市場(chǎng)，由于青年群體一般情況下都有各自的經(jīng)濟(jì)來(lái)源，而且比較容易接受新鮮事物，對(duì)新產(chǎn)品的適應(yīng)能力較強(qiáng)，對(duì)周黑鴨企業(yè)快速占領(lǐng)市場(chǎng)有積極影響。 （三）按性別細(xì)分根據(jù)統(tǒng)計(jì)，在周黑鴨的喜愛(ài)程度上女性比男性占得比重更高，基本在消費(fèi)者中70%都是女性消費(fèi)者。因此可以加大對(duì)女性市場(chǎng)的研究，使得周黑鴨這一食品更加更加適合青年女性。 （四）按消費(fèi)者追求利益細(xì)分 消費(fèi)者購(gòu)買食品類的產(chǎn)品，按追求的利益可以劃分為：質(zhì)量、經(jīng)濟(jì)、服務(wù)、衛(wèi)生。根據(jù)經(jīng)濟(jì)條件和文化程度的不同，消費(fèi)者的利益?zhèn)戎攸c(diǎn)也不一樣，食品給人的第一印象就是質(zhì)量和衛(wèi)生，首先需要保證這兩點(diǎn)，在這兩點(diǎn)的基礎(chǔ)上再來(lái)改進(jìn)經(jīng)濟(jì)和服務(wù)。低消費(fèi)群體注重于產(chǎn)品的口味和價(jià)格，也就是上面提到的質(zhì)量和經(jīng)濟(jì)。中高消費(fèi)群體考慮到的要求也就更高了。 （五）按消費(fèi)者具體心理因素細(xì)分 消費(fèi)者對(duì)周黑鴨的觀點(diǎn)不再僅僅是人們餐桌上的佳肴，而是成為人們隨時(shí)享用的休閑食品。隨著人們家庭生活水平的不斷提高，“零食”今天已不再是兒童的專利，它已成了老少皆宜、大眾青睞的“休閑食品”。除了休閑食品外，消費(fèi)者也更看重了食品的衛(wèi)生安全方面。Zhou Heiyas market segmentation(one) subdivision by RegionZhou Black Duck Enterprise is mainly engaged in food, so the degree of acceptance of its taste varies greatly in each region, the geographical location of the subdivision of course is one of the key to consider. The Chinese market is divided into seven regions: Southern China, North China, East China, central China, Northeast China, Southwest China and Northwest China. Each area has different eating habits and tastes. According to the survey, the South prefers salty, spicy, oily, sweet and hot, while the northerners prefer dry and hot, sour and hot. Hubeis weekly black duck is sweet and spicy. Therefore, in Southern China, East China, central China and other favorite sweet and spicy areas are the main direction.(two) subdivided by age.According to age, the consumer market can be divided into: youth market (0-19 years old), youth market (20-35 years old), middle-aged and elderly market (35 years old and above). The products of Zhou black duck are famous for its spicy, fragrant, linen and sweet characteristics. Thus it can be seen that the adolescent market is relatively low in acceptance of spicy food, nutritional components are insufficient for them, and there is no independent economic source of income, can not be a loyal brand buyer of Zhou Black Duck; the middle-aged and elderly market is relatively restrictive, although the middle-aged people have a strong economic strength, but according to the survey. Youth market is the main market for the development of young people, because the elderly generally pay more attention to the maintenance of the body and diet of light nutrition, and the characteristics of the taste of the black duck does not match the main target customers; Youth market is the main market for development, because young groups. Generally speaking, they have their own economic sources, and are more receptive to new things, and have a strong adaptability to new products, which has a positive impact on the rapid occupation of the market by Zhou Black Duck enterprises.(three) sex breakdownAccording to statistics, the favorite degree of black duck on the weekend, women than men accounted for a higher proportion, basically 70% of consumers are women consumers. Therefore, we can increase the research on the womens market, and make this food more suitable for young women. (four) segmentation by consumers interests.Consumers purchase food products, according to the pursuit of interests can be divided into: quality, economy, service, hygiene. According to the different economic conditions and cultural level, the interests of consumers are also different, food gives people the first impression is quality and hygiene, the first need to ensure these two points, on the basis of these two points to improve the economy and services. Low consumption groups focus on the taste and price of products, that is, the quality and economy mentioned above. The middle and high consumption group takes into account the higher requirements. (five) breakdown according to the specific psychological factors of consumers.Consumers view of Zhou Black Duck is no longer just a delicacy on the table, but a leisure food that people can enjoy at any time. With the continuous improvement of peopl