營(yíng)銷(xiāo)管理定位策略

1、POSITIONINGStrategy 定位策略1MARKET SEGMENTATION市場(chǎng)細(xì)分Modern marketing companies recognise that they cannot appeal to every buyer in the market.現(xiàn)代以市場(chǎng)部為導(dǎo)項(xiàng)的公司認(rèn)識(shí)到他們的產(chǎn)品在市場(chǎng)上已不能吸引到每一個(gè)消費(fèi)者。Thus, they segment the market, trying to identify the part (or parts) that they can serve best. 因此， 他們開(kāi)始細(xì)分市場(chǎng)，力圖確定部分的群體是他們可以完全

2、服務(wù)的到的。 2MARKET SEGMENTATION市場(chǎng)細(xì)分Companies do not always practise the philosophy of market segmentation:公司不總是以達(dá)觀冷靜的哲學(xué)態(tài)度來(lái)實(shí)踐他的市場(chǎng)細(xì)分。. Mass marketing 大眾化的市場(chǎng). Product-variety marketing 不同種類(lèi)產(chǎn)品的市場(chǎng). Target marketing 目標(biāo)市場(chǎng)3Stages in Market Orientation 首先以市場(chǎng)為導(dǎo)項(xiàng)MassMarketing 大眾化市場(chǎng)Product-VarietyMarketing 不同產(chǎn)品類(lèi)別的市

3、場(chǎng)TargetMarketing 目標(biāo)市場(chǎng)4MARKET SEGMENTATION市場(chǎng)細(xì)分Todays companies are moving away from mass marketing and product variety marketing.今日的許多公司已經(jīng)開(kāi)始遠(yuǎn)離大眾市場(chǎng)和已產(chǎn)品類(lèi)別劃分的市場(chǎng)。Target marketing is helpful in finding market opportunities and developing more effective products and marketing mixes in profitable way.而目標(biāo)市場(chǎng)可

4、以幫助找到市場(chǎng)機(jī)遇和開(kāi)發(fā)更多的有效的產(chǎn)品， 并且使整合的市場(chǎng)溝通計(jì)劃處在一個(gè)確保贏利的位置。5TARGET MARKETING目標(biāo)市場(chǎng)Key steps: (STP) 主要步驟 （STP）1. Market Segmentation 市場(chǎng)細(xì)分2. Market Targeting 市場(chǎng)的目標(biāo)群3. Market Positioning 市場(chǎng)定位6MARKET SEGMENTATION市場(chǎng)細(xì)分The process of dividing a market into distinct groups of buyers who might require separate products or

5、marketing mixes.劃分市場(chǎng)的過(guò)程是將一個(gè)市場(chǎng)明確的區(qū)分為不同的消費(fèi)群體，他們可能需求的不同的產(chǎn)品或者是整體的市場(chǎng)溝通。7Bases for Segmenting Consumer Markets消費(fèi)者的市場(chǎng)細(xì)分的基本CHARACTERISTICSDemographic 人口Geographic 地理Behavioural 行為 Psychographic 心理8GEOGRAPHIC VARIABLES地理的變化Geographic variables:. nations; states; cities; suburbs 民族，國(guó)家， 城市， 郊區(qū) . regions; censu

6、s districts 地域， 人口普查的區(qū)域. population density 人口密度. local government areas 本地政府的管轄區(qū)域. climatic zones 氣候地帶- many others 還有很多其他9DEMOGRAPHIC VARIABLES人口的變化Demographic segmentation is sometimes called “state-of-being” segmentation.人口細(xì)分有時(shí)侯我們稱做“存在狀態(tài)”的細(xì)分Most companies will use more than one demographic varia

7、ble大多數(shù)的公司會(huì)利用遠(yuǎn)遠(yuǎn)多于單一的人口變化。Includes: 包括. age 年齡. Gender 性別 . Income 收入. family size 家庭大小. family life cycle 家庭生活的周期. marital status 婚姻狀況. Occupation 職業(yè). Religion 宗教信仰 . Nationality 民族性 . Race 種族. many others 還有很多其他10PSYCHOGRAPHIC VARIABLES心理變化Psychographic segmentation: 心理細(xì)分. sometimes called “state-of

8、-mind” segmentation.有時(shí)侯稱作“心理狀態(tài)”的細(xì)分 Variables:變化. socioeconomic status 社會(huì)經(jīng)濟(jì)狀態(tài). Preferences 愛(ài)好. Lifestyle 生活形式. personality characteristics 個(gè)性. opinions觀點(diǎn). Attitudes 態(tài)度. many others 還有很多其他11BEHAVIOURAL VARIABLES行為 變化Behavioural variables:. knowledge of product 產(chǎn)品知識(shí). attitudes towards product 面向產(chǎn)品的態(tài)度.

9、purchase occasion 購(gòu)買(mǎi)時(shí)機(jī). benefit sought 利益的尋找. user status 使用者的狀況; usage rate 使用頻率. loyalty status 忠誠(chéng)度的狀態(tài); buyer readiness 購(gòu)買(mǎi)者的準(zhǔn)備狀況. Internet address 網(wǎng)上地址12Segmenting Business Markets以生意為導(dǎo)項(xiàng)的市場(chǎng)細(xì)分Bases for Segmenting Business Markets 以生意為導(dǎo)項(xiàng)市場(chǎng)細(xì)分的基礎(chǔ)Demographics人口PersonalCharacteristics個(gè)性SituationalFactor

10、s狀況因素OperatingVariables操作時(shí)的變量PurchasingApproaches購(gòu)買(mǎi)途經(jīng) 13Q 1 . Can you write down your Target segment of your Client請(qǐng)你寫(xiě)下有關(guān)你所服務(wù)客戶的目標(biāo)細(xì)分市場(chǎng)Q 2 . Can you write down your Target Segment of your company請(qǐng)你寫(xiě)下你公司的目標(biāo)細(xì)分市場(chǎng)14MARKET TARGETING目標(biāo)市場(chǎng)After the market has been segmented, the marketer must:當(dāng)市場(chǎng)被細(xì)分后， 市場(chǎng)人員必須

11、evaluate the segments 對(duì)細(xì)分市場(chǎng)進(jìn)行評(píng)估select those to be targeted 選擇可以針對(duì)的目標(biāo)15EVALUATING MARKET SEGMENTS如何評(píng)估市場(chǎng)細(xì)分In evaluating the market segments, a company must look at three factors:市場(chǎng)細(xì)分的評(píng)估， 每家公司必須看到以下三點(diǎn)1. Segment size and growth rate 細(xì)分的容量大小和增長(zhǎng)比率2. Segment structural attractiveness 細(xì)分架構(gòu)的魅力3. Segment comp

12、atibility with company objectives and resources 市場(chǎng)細(xì)分的能力在于公司的目的和他的資源16Effective Segmentation有效的市場(chǎng)細(xì)分RequirementsFor EffectiveSegmentation有效市場(chǎng)細(xì)分的必備要求Measurable可測(cè)量的Substantial充實(shí)的Actionable可行動(dòng)的Accessible可達(dá)到的17SELECTING TARGET SEGMENTS目標(biāo)市場(chǎng)細(xì)分后的選擇In selecting their target segments, companies can take any of

13、 three market-coverage strategies: 選擇目標(biāo)市場(chǎng)細(xì)分，公司可選擇三個(gè)覆蓋市場(chǎng)的策略：. undifferentiated marketing 一致的市場(chǎng). differentiated marketing 有區(qū)別的市場(chǎng). concentrated marketing 密集性的市場(chǎng)策略18Market Coverage Strategies覆蓋市場(chǎng)的策略Segment 1Segment 2Segment 3CompanyMarketingMix 公司整合的市場(chǎng)溝通計(jì)劃Segment 1Segment 2Segment 3CompanyMarketingMixCo

14、mpany Mix 1Company Mix 2Company Mix 3Market市場(chǎng)A. Undifferentiated Marketing 一致的市場(chǎng)B. Differentiated Marketing 有區(qū)別的市場(chǎng)C. Concentrated Marketing 密集性的市場(chǎng)19UNDIFFERENTIATED MARKETING一致的市場(chǎng)Seller ignores segment differences and uses the same marketing mix for the entire market. 出售商往往忽略不同的市場(chǎng)細(xì)分， 并且用相同的市場(chǎng)溝通策略來(lái)針對(duì)

15、整個(gè)市場(chǎng)。Strategy focuses on the common needs of the market rather than differences in it.集中的策略應(yīng)在于尋找市場(chǎng)中共同的需求， 而不在單單挖掘他的不同之處。Provides economies of scale on product costs but may be limited in application.提供產(chǎn)品成本的經(jīng)濟(jì)比例，但在申請(qǐng)中也許會(huì)有限制。20DIFFERENTIATED MARKETING區(qū)分市場(chǎng)Seller targets several market segments and desi

16、gns separate marketing mixes for each of them.出售商定位幾個(gè)目標(biāo)市場(chǎng)細(xì)分并且為他們?cè)O(shè)計(jì)不同的溝通市場(chǎng)計(jì)劃。Strategy allows customer loyalty to be maintained as customer needs change.當(dāng)消費(fèi)者的需求在改變， 策略則期望允許維持住消費(fèi)者的忠誠(chéng)度。21CONCENTRATED MARKETING密集性的市場(chǎng)Seller pursues a large share of one or more segments. 出售商所追求的是在一項(xiàng)細(xì)分市場(chǎng)或者是更多細(xì)分市場(chǎng)中的最大份額。Stra

17、tegy allows economies in segment knowledge and service, but risk is higher due to smaller total market share. 策略允許經(jīng)濟(jì)政策在細(xì)分市場(chǎng)后的知識(shí)和服務(wù)，但由于占據(jù)很小的市場(chǎng)份額所承擔(dān)的危險(xiǎn)比較高。22MARKET POSITIONING市場(chǎng)定位Marketers attempt to create a particular position in the market for their products. 市場(chǎng)從業(yè)人員努力試圖在市場(chǎng)中為他們的產(chǎn)品創(chuàng)造一個(gè)特別的定位。Position:

18、定位“ . the way the product is defined by consumers on important attributes; the place the product occupies in consumers minds relative to competing products.” 產(chǎn)品定位的方法可定義為建立在消費(fèi)者基礎(chǔ)上的重要的屬性，產(chǎn)品占據(jù)在消費(fèi)者的心理地位， 成為更相關(guān)的競(jìng)爭(zhēng)性產(chǎn)品。 23MARKET POSITIONING STRATEGIES市場(chǎng)定位的戰(zhàn)略Marketers can choose to position on: 市場(chǎng)人員可挑選自己產(chǎn)品的

19、定位如以下幾方面：. product attributes 產(chǎn)品屬性 . Benefits 利益 . usage occasions 使用機(jī)會(huì). Users 使用者. against, or towards, a competitor 打敗面項(xiàng)的競(jìng)爭(zhēng)對(duì)手. product class 產(chǎn)品的種類(lèi)或級(jí)別- any combination of these 以上個(gè)點(diǎn)的任意結(jié)合24IMPLEMENTING A POSITIONING STRATEGY定位策略的執(zhí)行Three steps are involved in this task:以下三步應(yīng)考慮 . identifying a set of

20、possible competitive advantages 明確一套有可能的具有競(jìng)爭(zhēng)性的優(yōu)勢(shì). selecting the right competitive advantage(s) 選擇合適的具有競(jìng)爭(zhēng)性的優(yōu)勢(shì). communicating and delivering the chosen competitive advantage(s) 溝通和傳遞已選擇好的具有競(jìng)爭(zhēng)性的優(yōu)勢(shì)。A technique known as perceptual mapping is often used as an aid to product and brand positioning - and, sometimes, for repositionin