目標市場策略的培訓教材

1、目標市場策略的培訓教材2市場細分Market SegmentationMarket市場MarketSegment細分市場MarketSegmentation市場細分具有需要和欲望且有能力并愿意購買的人或組織People or organizations with needs or wants and the ability and willingness to buy具有一個或多個共同的特征，這些特征特征使他們具有相似的產(chǎn)品需求的亞人群或組織A subgroup of people or organizations sharing one or more characteristics tha

2、t cause them to have similar product needs.劃分整個市場對相同特征的人群提供相同服務的過程The division of the overall market for a service into groups of people with common characteristics.1 市場細分基礎Segmentation Bases用來劃分市場的個人、團體或組織的特征Characteristics of individuals, groups, or organizations used to divide a total market into

3、 segments.(variables)1.3 Segmentation Bases細分基礎Segmenting Consumer Markets消費者市場的細分Segmenting Business MarketsSegmenting International Markets Geographical segmentation 地理細分 Demographic segmentation 人口學細分 Psychographic segmentation 心理細分Behavioral segmentation 行為細分Typically done firstTopics 地理細分變量細分標準

4、具體細分變量因素地理變量綜合地理區(qū)域（如州別、國別、地區(qū)）空間位置（如遠、近）氣候與自然地理環(huán)境（如熱、溫、寒帶；高山、高原和平原等）聚落與人文地理環(huán)境（如人口密度、各類城市、各類鄉(xiāng)村等）經(jīng)濟地理環(huán)境（如發(fā)達國家、發(fā)展中國家）按市場規(guī)模（一級市場、二級市場、機會市場） 1.3.1 人口學細分變量Demographic Segmentation VariablesMarket SegmentationAge年齡Gender性別Family sizeFamily life cycleIncomeNationality國籍Occupation職業(yè)EducationReligion宗教信仰Race種族

5、Generation族裔1.3.2 心理細分Psychographic Segmentation以人們的個性、動機、生活方式為基礎的細分Market segmentation on the basis of personality, motives, lifestyles, and geodemographics.1.3.3 行為細分變量細分標準具體細分變量因素行為變量購買動機（如求實、求美、求名、求廉等）利益追求（如快速方便、舒適浪漫等）購買時機（旺季、平季、淡季等）購買頻數(shù)（經(jīng)常、偶爾）購買方式（團體、散客；）購買渠道（個人、單位）營銷因素的敏感性(如對服務、價格、廣告等的敏感度）待購狀態(tài)

6、（如不了解者、感興趣者、打算購買者）交通方式（如飛機、汽車、火車等）對產(chǎn)品的態(tài)度（如好感、冷淡、反感等）品牌忠誠度 （鐵桿忠誠者品牌轉換者）1.3.4 There are four brand-loyalty segments hard-core loyal 鐵桿忠誠者split loyals大致忠誠者shifting loyals變化忠誠者 switchers loyals品牌轉換者有效市場細分的標準Criteria for Segmentation實際性SubstantialMeasurable可衡量性Accessible可進入性Defensible可守性 Segment must be

7、large enough to warrant a special marketing mix.Segments must be identifiable and their size measurable. Members of targeted segments must be reachable with marketing mix.the organizations share of each target market can be defended from competitors. 1.7 有效市場細分的標準Criteria for SegmentationDurable穩(wěn)定性/

8、持久性Competitive競爭性Homogeneous同質性Compatible兼容性each target market has long-term potential. offer something distinct or unique for customers. the people within each segment should be as similar, as possible. does not conflict in any way with the markets it already serves 12目標市場選擇Selecting the Target Mar

9、ket 2我們怎么去發(fā)掘正確的目標對象?目標市場的選擇過程1.細分市場2.評估細分市場3.預測細分市場發(fā)展趨勢4.選擇目標市場5.制定目標市場策略Z2.1 評估細分市場Evaluating Market Segments細分市場的大小和增長情況Segment Size and GrowthAnalyze current segment sales, growth rates, and expected profitability.細分市場的結構吸引力Segment Structural AttractivenessConsider effects of: competitors, existe

10、nce of substitute products, and the power of buyers & suppliers.Evaluating Market SegmentsCompany Objectives and Resources企業(yè)目標和資源Examine company skills & resources needed to succeed in that segment.Offer superior value & gain advantages over competitors.單一密集市場Single-Segment Concentration選擇性專業(yè)化Select

11、ive Spcialization產(chǎn)品專業(yè)化Product Specialization市場專業(yè)化Market Specialization全線全面市場Full Market coverage選擇細分市場Selecting Market Segments單一密集市場Single-segment concentration企業(yè)從市場角度和產(chǎn)品角度出發(fā)，將目標市場集中于一個細分市場，針對某一特定的消費者群體，只生產(chǎn)一種產(chǎn)品，以此展開市場營銷。firm concentrates on one market only for its one product P1P2P3M1M2M3Selective

12、Specialization選擇性專業(yè)化在對市場作詳細細分的基礎上，結合自身的長處，有選擇的生產(chǎn)某幾種產(chǎn)品，有目的的進入幾個既定的市場，滿足他們的需要。要求資源非常豐富，綜合生產(chǎn)能力非常強，規(guī)模較大。有較高的知名度且有特色。P1P2P3M1M2M3Product Specialization產(chǎn)品專業(yè)化企業(yè)只經(jīng)營某一類型的產(chǎn)品，向不同的消費者群體（細分市場）供應同一種產(chǎn)品。P1P2P3M1M2M3Market Specialization市場專業(yè)化企業(yè)對于同一細分市場供應各種不同的或者系列化的產(chǎn)品，以極大限度地滿足該類消費者的各種需求。此策略要求企業(yè)有較強的產(chǎn)品開發(fā)能力，資源較豐富。firm s

13、atisfies multi-faceted needs of one particular group P1P2P3M1M2M3Full Market coverage全線全面市場企業(yè)選擇整個市場作為目標市場，全方位地推出產(chǎn)品，以滿足整個市場的需求。如現(xiàn)代的連鎖、聯(lián)號經(jīng)營firm serves all customer groups with products they might needP1P2P3M1M2M3目標市場營銷戰(zhàn)略類型Marketing Strategies for SelectingTarget MarketsConcentratedStrategy集中性戰(zhàn)略Undiffe

14、rentiatedStrategy無差異性營銷戰(zhàn)略DifferentiatedStrategy差異性戰(zhàn)略2.2 Undifferentiated Targeting Strategy無差異性戰(zhàn)略在營銷方法上將市場看作一個大的市場，彼此之間沒有差異，因此使用同一種營銷組合Marketing approach that views the market as one big market with no individual segments and thus requires a single marketing mix.One marketing mixmarket2.2.1 無差異性戰(zhàn)略Un

15、differentiated Targeting StrategyAdvantages:節(jié)約成本Potential savings on production and marketing costsDisadvantages:提供產(chǎn)品單一Unimaginative product offerings相對于競爭對手來說風險大Company more susceptible to competition集中性戰(zhàn)略Concentrated Targeting Strategy只選擇一個或少數(shù)市場作為自己的目標市場，集中企業(yè)的全部精力以某幾種營銷組合滿足選定的需求A strategy used to

16、select one segment of a market, or niche, for targeting marketing efforts.Marketing mix 1Marketing mix 2Marketing mix 3Marketing mix 4Marketing mix 5Market 1Market22.2.2 Concentrated Targeting Strategy 集中性戰(zhàn)略Advantages:集中資源Concentration of resources滿足小部分人的需求Meets narrowly defined segment適合中小型企業(yè)Small

17、firms can compete加強定位Strong positioningDisadvantages:市場太小或變化快Segments too small, or changing在利基市場中可能會有大的競爭對手Large competitors may market to niche segmentDifferentiated Targeting Strategy差異性戰(zhàn)略企業(yè)選擇兩個或更多的市場作為自己的目標市場，針對每一個目標市場提供不同的營銷組合 A strategy that chooses two or more well-defined market segments and

18、 develops a distinct marketing mix for each.market2Market1Market3Market4Market5Marketing mix1Marketing mix 2Marketing mix 3Marketing mix 4Marketing mix 52.2.3 Advantages:更易成功Greater financial success規(guī)模經(jīng)濟Economies of scaleDisadvantages:成本高High costsDifferentiated Targeting Strategy 差異性戰(zhàn)略在世界著名的跨國公司中，寶

19、潔公司是實行差異化營銷的典型，它的洗衣粉就有11個品牌，中國婦孺皆知的有強力去污的“碧浪”，價格教較高；去污亦強但價格適中的“汰漬”；突出物廉價美的“熊貓”。洗發(fā)水則有6個品牌，有品位代表的“沙宣“；潮流一族的“海飛絲”；優(yōu)雅的“潘婷”；新一代的“飄柔”。此外，它還有8個品牌的香皂，4個品牌的洗滌液，4個品牌的牙膏， 3個品牌的清潔劑，3個品牌的衛(wèi)生紙等。 影響營銷戰(zhàn)略選擇的因素企業(yè)的資源狀況 Company resources產(chǎn)品特征 The degree of product variability產(chǎn)品生命周期 Products life-cycle stage市場特點 Market va

20、riability競爭對手戰(zhàn)略 Competitors marketing strategies市場營銷環(huán)境 Marketing environment2.3 Positioning定位市場定位：企業(yè)為了使自己的產(chǎn)品在市場上和目標顧客心目中占據(jù)獨特的深受歡迎的地位而作出的各種決策和進行的各種活動。 實質：針對選定的目標市場上顧客對產(chǎn)品的需求差異來設計產(chǎn)品和營銷組合，設法建立一種競爭優(yōu)勢，樹立本企業(yè)本產(chǎn)品的特色形象地位，以吸引更多的消費者。 3 （如：產(chǎn)品個性：形狀、成份、構造、性能等；）（如：心理個性：豪華、樸素、時髦、典雅等；）市場定位的步驟識別能夠建立定位的本企業(yè)競爭優(yōu)勢Identify a set of possible competitive advantages on which to build a position.選擇正確的競爭優(yōu)勢Choose the right competitive advantages.明確顯示獨特的競爭優(yōu)勢Select an overall positioning strategy.3.4 市場定位的依據(jù)產(chǎn)品屬性定位:送禮送健康顧客利益定位：情侶之家產(chǎn)品用途定位:大型宴會、自助餐使用者定位：商旅之家；冒險家的樂園使用定位:困了累了喝紅牛競爭者定位：不是中國最大但是最美的城市質量價格組合定位：不打折的品質，不打折的價格，不打折