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1目标市场战略8Chapter2市场细分MarketSegmentationMarket市场MarketSegment细分市场MarketSegmentation市场细分具有需要和欲望且有能力并愿意购买的人或组织Peopleororganizationswithneedsorwantsandtheabilityandwillingnesstobuy具有一个或多个共同的特征，这些特征特征使他们具有相似的产品需求的亚人群或组织Asubgroupofpeopleororganizationssharingoneormorecharacteristicsthatcausethemtohavesimilarproductneeds.划分整个市场对相同特征的人群提供相同服务的过程Thedivisionoftheoverallmarketforaserviceintogroupsofpeoplewithcommoncharacteristics.1市场细分基础SegmentationBases用来划分市场的个人、团体或组织的特征Characteristicsofindividuals,groups,ororganizationsusedtodivideatotalmarketintosegments.(variables)1.3SegmentationBases细分基础•SegmentingConsumerMarkets消费者市场的细分•SegmentingBusinessMarkets•SegmentingInternationalMarkets•Geographicalsegmentation地理细分•Demographicsegmentation人口学细分•Psychographicsegmentation心理细分•Behavioralsegmentation行为细分–TypicallydonefirstTopics地理细分变量细分标准具体细分变量因素地理变量综合地理区域（如州别、国别、地区）空间位置（如远、近）气候与自然地理环境（如热、温、寒带；高山、高原和平原等）聚落与人文地理环境（如人口密度、各类城市、各类乡村等）经济地理环境（如发达国家、发展中国家）按市场规模（一级市场、二级市场、机会市场）1.3.1人口学细分变量DemographicSegmentationVariablesMarketSegmentation•Age年龄•Gender性别•Familysize•Familylifecycle•Income•Nationality国籍•Occupation职业•Education•Religion宗教信仰•Race种族•Generation族裔1.3.2心理细分PsychographicSegmentation以人们的个性、动机、生活方式为基础的细分Marketsegmentationonthebasisofpersonality,motives,lifestyles,andgeodemographics.1.3.3行为细分变量细分标准具体细分变量因素行为变量购买动机（如求实、求美、求名、求廉等）利益追求（如快速方便、舒适浪漫等）购买时机（旺季、平季、淡季等）购买频数（经常、偶尔）购买方式（团体、散客；）购买渠道（个人、单位）营销因素的敏感性(如对服务、价格、广告等的敏感度）待购状态（如不了解者、感兴趣者、打算购买者）交通方式（如飞机、汽车、火车等）对产品的态度（如好感、冷淡、反感等）品牌忠诚度（铁杆忠诚者－－品牌转换者）1.3.4Therearefourbrand-loyaltysegments•hard-coreloyal铁杆忠诚者•splitloyals大致忠诚者•shiftingloyals变化忠诚者•switchersloyals品牌转换者有效市场细分的标准CriteriaforSegmentation实际性SubstantialMeasurable可衡量性Accessible可进入性Defensible可守性Segmentmustbelargeenoughtowarrantaspecialmarketingmix.Segmentsmustbeidentifiableandtheirsizemeasurable.Membersoftargetedsegmentsmustbereachablewithmarketingmix.theorganization'sshareofeachtargetmarketcanbedefendedfromcompetitors.1.7有效市场细分的标准CriteriaforSegmentationDurable稳定性/持久性Competitive竞争性Homogeneous同质性Compatible兼容性eachtargetmarkethaslong-termpotential.offersomethingdistinctoruniqueforcustomers.thepeoplewithineachsegmentshouldbeassimilar,aspossible.doesnotconflictinanywaywiththemarketsitalreadyserves12目标市场选择SelectingtheTargetMarket2我们怎么去发掘正确的目标对象?目标市场的选择过程•1.细分市场•2.评估细分市场•3.预测细分市场发展趋势•4.选择目标市场•5.制定目标市场策略Z2.1评估细分市场EvaluatingMarketSegments•细分市场的大小和增长情况SegmentSizeandGrowth–Analyzecurrentsegmentsales,growthrates,andexpectedprofitability.•细分市场的结构吸引力SegmentStructuralAttractiveness–Considereffectsof:competitors,existenceofsubstituteproducts,andthepowerofbuyers&suppliers.EvaluatingMarketSegments•CompanyObjectivesandResources企业目标和资源–Examinecompanyskills&resourcesneededtosucceedinthatsegment.–Offersuperiorvalue&gainadvantagesovercompetitors.•单一密集市场Single-SegmentConcentration•选择性专业化SelectiveSpcialization•产品专业化ProductSpecialization•市场专业化MarketSpecialization•全线全面市场FullMarketcoverage选择细分市场SelectingMarketSegments单一密集市场Single-segmentconcentration•企业从市场角度和产品角度出发，将目标市场集中于一个细分市场，针对某一特定的消费者群体，只生产一种产品，以此展开市场营销。•firmconcentratesononemarketonlyforitsoneproductP1P2P3M1M2M3SelectiveSpecialization选择性专业化•在对市场作详细细分的基础上，结合自身的长处，有选择的生产某几种产品，有目的的进入几个既定的市场，满足他们的需要。要求资源非常丰富，综合生产能力非常强，规模较大。有较高的知名度且有特色。P1P2P3M1M2M3ProductSpecialization产品专业化•企业只经营某一类型的产品，向不同的消费者群体（细分市场）供应同一种产品。P1P2P3M1M2M3MarketSpecialization市场专业化•企业对于同一细分市场供应各种不同的或者系列化的产品，以极大限度地满足该类消费者的各种需求。此策略要求企业有较强的产品开发能力，资源较丰富。•firmsatisfiesmulti-facetedneedsofoneparticulargroupP1P2P3M1M2M3FullMarketcoverage全线全面市场•企业选择整个市场作为目标市场，全方位地推出产品，以满足整个市场的需求。如现代的连锁、联号经营•firmservesallcustomergroupswithproductstheymightneedP1P2P3M1M2M3目标市场营销战略类型MarketingStrategiesforSelectingTargetMarketsConcentratedStrategy集中性战略UndifferentiatedStrategy无差异性营销战略DifferentiatedStrategy差异性战略2.2UndifferentiatedTargetingStrategy无差异性战略在营销方法上将市场看作一个大的市场，彼此之间没有差异，因此使用同一种营销组合Marketingapproachthatviewsthemarketasonebigmarketwithnoindividualsegmentsandthusrequiresasinglemarketingmix.Onemarketingmixmarket2.2.1无差异性战略UndifferentiatedTargetingStrategyAdvantages:节约成本PotentialsavingsonproductionandmarketingcostsDisadvantages:提供产品单一Unimaginativeproductofferings相对于竞争对手来说风险大Companymoresusceptibletocompetition集中性战略ConcentratedTargetingStrategy只选择一个或少数市场作为自己的目标市场，集中企业的全部精力以某几种营销组合满足选定的需求Astrategyusedtoselectonesegmentofamarket,orniche,fortargetingmarketingefforts.Marketingmix1Marketingmix2Marketingmix3Marketingmix4Marketingmix5Market1Market22.2.2ConcentratedTargetingStrategy集中性战略Advantages:集中资源Concentrationofresources满足小部分人的需求Meetsnarrowlydefinedsegment适合中小型企业Smallfirmscancompete加强定位StrongpositioningDisadvantages:市场太小或变化快Segmentstoosmall,orchanging在利基市场中可能会有大的竞争对手LargecompetitorsmaymarkettonichesegmentDifferentiatedTargetingStrategy差异性战略企业选择两个或更多的市场作为自己的目标市场，针对每一个目标市场提供不同的营销组合Astrategythatchoosestwoormorewell-definedmarketsegmentsanddevelopsadistinctmarketingmixforeach.market2Market1Market3Market4Market5Marketingmix1Marketingmix2Marketingmix3Marketingmix4Marketingmix52.2.3Advantages:更易成功Greaterfinancialsuccess规模经济EconomiesofscaleDisadvantages:成本高HighcostsDifferentia