營銷管理定位策略

1、POSITIONINGStrategy 定位策略1MARKET SEGMENTATION市場細分Modern marketing companies recognise that they cannot appeal to every buyer in the market.現(xiàn)代以市場部為導項的公司認識到他們的產(chǎn)品在市場上已不能吸引到每一個消費者。Thus, they segment the market, trying to identify the part (or parts) that they can serve best. 因此， 他們開始細分市場，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市場細分Companies do not always practise the philosophy of market segmentation:公司不總是以達觀冷靜的哲學態(tài)度來實踐他的市場細分。. Mass marketing 大眾化的市場. Product-variety marketing 不同種類產(chǎn)品的市場. Target marketing 目標市場3Stages in Market Orientation 首先以市場為導項MassMarketing 大眾化市場Product-VarietyMarketing 不同產(chǎn)品類別的市

3、場TargetMarketing 目標市場4MARKET SEGMENTATION市場細分Todays companies are moving away from mass marketing and product variety marketing.今日的許多公司已經(jīng)開始遠離大眾市場和已產(chǎn)品類別劃分的市場。Target marketing is helpful in finding market opportunities and developing more effective products and marketing mixes in profitable way.而目標市場可

4、以幫助找到市場機遇和開發(fā)更多的有效的產(chǎn)品， 并且使整合的市場溝通計劃處在一個確保贏利的位置。5TARGET MARKETING目標市場Key steps: (STP) 主要步驟 （STP）1. Market Segmentation 市場細分2. Market Targeting 市場的目標群3. Market Positioning 市場定位6MARKET SEGMENTATION市場細分The process of dividing a market into distinct groups of buyers who might require separate products or

5、marketing mixes.劃分市場的過程是將一個市場明確的區(qū)分為不同的消費群體，他們可能需求的不同的產(chǎn)品或者是整體的市場溝通。7Bases for Segmenting Consumer Markets消費者的市場細分的基本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.人口細分有時侯我們稱做“存在狀態(tài)”的細分Most companies will use more than one demographic varia

7、ble大多數(shù)的公司會利用遠遠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: 心理細分. sometimes called “state-of

8、-mind” segmentation.有時侯稱作“心理狀態(tài)”的細分 Variables:變化. socioeconomic status 社會經(jīng)濟狀態(tài). Preferences 愛好. Lifestyle 生活形式. personality characteristics 個性. opinions觀點. 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. attitudes towards product 面向產(chǎn)品的態(tài)度.

9、purchase occasion 購買時機. benefit sought 利益的尋找. user status 使用者的狀況; usage rate 使用頻率. loyalty status 忠誠度的狀態(tài); buyer readiness 購買者的準備狀況. Internet address 網(wǎng)上地址12Segmenting Business Markets以生意為導項的市場細分Bases for Segmenting Business Markets 以生意為導項市場細分的基礎(chǔ)Demographics人口PersonalCharacteristics個性SituationalFactor

10、s狀況因素OperatingVariables操作時的變量PurchasingApproaches購買途經(jīng) 13Q 1 . Can you write down your Target segment of your Client請你寫下有關(guān)你所服務(wù)客戶的目標細分市場Q 2 . Can you write down your Target Segment of your company請你寫下你公司的目標細分市場14MARKET TARGETING目標市場After the market has been segmented, the marketer must:當市場被細分后， 市場人員必須

11、evaluate the segments 對細分市場進行評估select those to be targeted 選擇可以針對的目標15EVALUATING MARKET SEGMENTS如何評估市場細分In evaluating the market segments, a company must look at three factors:市場細分的評估， 每家公司必須看到以下三點1. Segment size and growth rate 細分的容量大小和增長比率2. Segment structural attractiveness 細分架構(gòu)的魅力3. Segment comp

12、atibility with company objectives and resources 市場細分的能力在于公司的目的和他的資源16Effective Segmentation有效的市場細分RequirementsFor EffectiveSegmentation有效市場細分的必備要求Measurable可測量的Substantial充實的Actionable可行動的Accessible可達到的17SELECTING TARGET SEGMENTS目標市場細分后的選擇In selecting their target segments, companies can take any of

13、 three market-coverage strategies: 選擇目標市場細分，公司可選擇三個覆蓋市場的策略：. undifferentiated marketing 一致的市場. differentiated marketing 有區(qū)別的市場. concentrated marketing 密集性的市場策略18Market Coverage Strategies覆蓋市場的策略Segment 1Segment 2Segment 3CompanyMarketingMix 公司整合的市場溝通計劃Segment 1Segment 2Segment 3CompanyMarketingMixCo

14、mpany Mix 1Company Mix 2Company Mix 3Market市場A. Undifferentiated Marketing 一致的市場B. Differentiated Marketing 有區(qū)別的市場C. Concentrated Marketing 密集性的市場19UNDIFFERENTIATED MARKETING一致的市場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細分， 并且用相同的市場溝通策略來針對

15、整個市場。Strategy focuses on the common needs of the market rather than differences in it.集中的策略應在于尋找市場中共同的需求， 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)濟比例，但在申請中也許會有限制。20DIFFERENTIATED MARKETING區(qū)分市場Seller targets several market segments and desi

16、gns separate marketing mixes for each of them.出售商定位幾個目標市場細分并且為他們設(shè)計不同的溝通市場計劃。Strategy allows customer loyalty to be maintained as customer needs change.當消費者的需求在改變， 策略則期望允許維持住消費者的忠誠度。21CONCENTRATED MARKETING密集性的市場Seller pursues a large share of one or more segments. 出售商所追求的是在一項細分市場或者是更多細分市場中的最大份額。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)濟政策在細分市場后的知識和服務(wù)，但由于占據(jù)很小的市場份額所承擔的危險比較高。22MARKET POSITIONING市場定位Marketers attempt to create a particular position in the market for their products. 市場從業(yè)人員努力試圖在市場中為他們的產(chǎn)品創(chuàng)造一個特別的定位。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者基礎(chǔ)上的重要的屬性，產(chǎn)品占據(jù)在消費者的心理地位， 成為更相關(guān)的競爭性產(chǎn)品。 23MARKET POSITIONING STRATEGIES市場定位的戰(zhàn)略Marketers can choose to position on: 市場人員可挑選自己產(chǎn)品的

19、定位如以下幾方面：. product attributes 產(chǎn)品屬性 . Benefits 利益 . usage occasions 使用機會. Users 使用者. against, or towards, a competitor 打敗面項的競爭對手. product class 產(chǎn)品的種類或級別- any combination of these 以上個點的任意結(jié)合24IMPLEMENTING A POSITIONING STRATEGY定位策略的執(zhí)行Three steps are involved in this task:以下三步應考慮 . identifying a set of

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