如何進行市場細分的數據分析課件

什么是市場細分?在某個品類或特定市場內確定相對獨立的單位的過程（如可以將消費者、品牌或組織進行細分）市場細分的目的：分而治之這意味著，每個細分里的成員之間要盡量相似（如有相似的需求或動機），而不同細分之間的差異要盡量增大。1什么是市場細分?在某個品類或特定市場內確定相對獨立的單位的過市場細分的好處通過深入細致的了解一個品類或市場，建立自己品牌的競爭優(yōu)勢，爭取利潤最大化。通過了解市場需求的結構，可以制定出具體而有針對性的商業(yè)計劃。有針對性的產品開發(fā)有效的品牌和組合管理定制化的營銷計劃有把握的訂價目的明確的渠道策略獲取和保留顧客的策略2市場細分的好處通過深入細致的了解一個品類或市場，建立自己品牌客戶可執(zhí)行回應性好能夠接觸影響到穩(wěn)定，可重復規(guī)模足夠大成功的市場細分有哪些標準區(qū)分度高3客戶可執(zhí)行回應性好能夠接觸影響到穩(wěn)定，可重復規(guī)模足夠大成功的市場細分的不同方法忠誠度細分態(tài)度細分購買因素直接需求行為/身份細分需求細分潛類需求

性別、年齡、地域購買行為、渠道選擇及購買量等

和品類相關的價值觀或個人看法態(tài)度決定行為

根據對于品牌的忠誠程度細分用于開發(fā)和保留客戶

對品類的外在重要需求

聯合分析，間接得出重要需求通過品牌偏好和屬性得分間接得出4市場細分的不同方法忠誠度細分態(tài)度細分購買因素直接需求行為/身

研究結果模擬Attitudinal/needsstatementsFactoranalysisFactor1Factor2Factor3Factor4Factor5ClusteranalysisCluster1（%）Cluster2（%）Cluster3（%）ProcedureIProcedureIIProcedureIII市場細分步驟FactorCluster類別判定：回歸分析、判別分析、CHAID等5研究結果模擬Attitudinal/needsstate什么是聚類分析？聚類分析（ClusterAnalysis）是根據事物（如消費者、產品、品牌、品牌屬性）之間的相似性（Similarity）或同質性（Homogeneity）將它們歸類分組的方法聚類分析的結果尋求的是組內差異（Within-groupVariation）最小，組間差異（Between-groupVariation）最大聚類分析也是市場研究中最經常使用的多元統計分析方法之一，它在有關市場細分研究中幾乎是必不可少的分析工具6什么是聚類分析？聚類分析（ClusterAnalysis）市場細分–聚類分析在2個維度上的3個群類...,在每個群類中各點之間的距離最小，而每個群類之間的距離最大。每一個點代表一個被訪者在某個特定維度上的評分（如功能性利益點、情感性利益點、消費價值觀，等）7市場細分–聚類分析在2個維度上的3個群類...,每一案例1

中國家電市場細分

案例1

中國家電市場細分項目執(zhí)行步驟Step1:Qualitativeresearch

Mainpurpose:Toprovidethelanguageanditemsthatend-usersusetodescribetheirneeds(includingfunctionalbenefitsandemotionalrewards)Methodology:FGD,IDIStep2:ItemReductionMainpurpose:Toreducethenumberofitemsgeneratedfromqualitativeresearch.ThefinalitemsshouldbewithdiscriminationinbetweenMethodology:Internalstaffsurvey(n=60)andsurveyonconsumers(n=150)Step3:PilottestMainpurpose:Toprovideinputtothequestionnaire'sstructure,flowandlengthTopinpointanyproblemsthathavenotbeenvisibleToanalyzethedatatodeterminewhetheritisprovidingwhatwewantStep4:QuantitativeresearchMainpurpose:Togainmarketunderstanding,identifythemostmeaningfulandmostactionableneeds-basedmarketsegmentationTogaintheprofileofeachsegmentsMethodology:RandomSampling,F2Finterview(N=3280)9項目執(zhí)行步驟Step1:Qualitativerese語句生成和篩選定性研究產生：216個價值和需求語句206個冰箱類別需求語句

164個洗衣機類別需求語句

173個廚具類別需求語句留下：53個價值和公用需求語句25個冰箱類別需求語句

28個洗衣機類別需求語句

31個廚具類別需求語句語句篩選10語句生成和篩選定性研究產生：留下：語句篩選10語句篩選(ItemReduction)的統計學步驟第一步：首先，將那些對所有語句都打同樣分數（如：1，3，6或10）的被訪者過濾掉。如果被訪者傾向于總打同一個分數或者總打極端值（如：1或10），則可以過濾掉可以基于答案的標準差和極差過濾被訪者。此時沒有特定的過濾標準，但是根據經驗，當極差小于3，或標準差小于1-1.5時，可以過濾掉此被訪者。第二步：分別計算被訪者對每條語句打分的均值、標準差、偏度和峰度，然后據此刪除語句。第三步：對語句做因子分析或聚類分析。對于存在的過多的意思完全相同的語句，需要進行刪減。對于不包括在任何一個類別或維度中的句子，可參考定性的結果，決定是否刪除。第四步：那些獨立語句（即：不能進入任何維度的語句）也不一定必須全部刪除。事實上，某些這種語句解釋了因子或維度不能解釋的內容，因此必要的話應該保留。11語句篩選(ItemReduction)的統計學步驟第一步：因子分析結果12因子分析結果12細分結果13細分結果13各細分的市場份額BaseN=3208放松解脫他人認可關注健康只求最好簡單實用新潮設計14各細分的市場份額BaseN=3208放松解脫他人認可關注健各細分的描述各細分的描述Release放松解脫Demographics:MorelikelyinBeijing&WuhanAged22-40College/UniversitygraduatedHighfamilyincome(RMB2870)LargerhouseholdConsumerValues:FeaturesaremoreimportantthandesignToliveanunstrainedlifeIthinknothingismoreimportantthantimeKeyNeeds:FreemefromhouseholdchoresReleasemefromcleaningfrequentlyHelpmegetridofthetirednessMakemefeeltheproductservesmeLownoise16Release放松解脫Demographics:ConsRelease放松解脫Mrs.Chen,aged28,livesinBeijing.Sheandherhusbandarelivingwithherparents.Shegraduatedfromcollege,andnowisworkinginacompany.Evenwithhigherincome,shefeelsstressfromeverydaywork,soshetakeseveryopportunitytofreeherselffromworkingpressures.Becausesheisbusy,shedoesn’thavemuchtimetowatchTV,buttakessometimetoreadnewspapersandmagazines.Sheisinterestedinarticlesaboutentertainment,computers,science,technologyandalsoalittleaboutenvironmentalissues.Forhomeappliances,shecurrentlyhasanautomaticwashingmachineandshelikestheproductswithgoodfunctionalperformancetofreeherselffromboringchores.Shealsowantstopurchasecookingappliancesofthesamebrand–asetofstoveandhood.功能全，就不會讓我再操心！

Morefeatureswillmakemefeeleasy17Release放松解脫Mrs.Chen,aged28LifeofRecognition他人認可Demographics:HousewifeAged41-50LowfamilyandpersonalincomeEmployee3membersinfamilyConsumerValues:Icareaboutother’spraiseIliketoshowmysuccessIliketobedifferentfromothersIneedmodern/fashionableproductsThetrifleinlifeisalsoakindofjoyKeyNeeds:MakemefeelhonourableMakemeadmiredbyothersMakemefeelI’msuperiortoothersMakemefeelfashionableReflectionofgoodlifequality18LifeofRecognition他人認可DemogrLifeofRecognition他人認可Mrs.Sunis43yeasold.Sheisworkinginadepartmentstoreasasalesperson.Herhusbandisacompanyemployee,andtheirsonisahighschoolstudent.Themonthlyincomeforthisfamilyisrelativelylow,aroundRMB2600.Asahousewife,shespendsalotoftimedoinghousework,suchascleaningtherefrigerator.Duringherfreetime,shewatchesTV,readsnewspapersandmagazinesforleisure.Sheismoreinterestedinprogramsorarticlesaboutlife,cooking,shoppingguides,moviesanddramas.Shealsoreadsalittleaboutfashionandhomeappliances,becauseshedoesn’twanttofallbehindherpeers.Forhomeappliances,shewantsproductsthatreflectgoodlifequality,sosheintendstobuyarefrigeratorwithlargecapacity.Shealsowantstoupdateherolddouble-drumwashingmachinewiththelatestmodel.等有錢了咱也買個好點的，讓別人也看看。Ifhavemoremoney,Iwillbuyabetterone.19LifeofRecognition他人認可Mrs.SCaringHealth關注健康Demographics:MorelikelyinGuangzhouHousewifeLivinginhigh-storeybuildingConsumerValues:Iwishtotakecareofthewholefamily’shealthineveryaspectIamapersonwhoseeksharmonyinlifeKeyNeeds:HelpmecareforothersMinimizethechancesofbecomingillReassuredaboutfamily’shealthStopmeworryingaboutgerms/bacteriaHelpbringordertomylife20CaringHealth關注健康DemographicsCaringHealth關注健康Mrs.Zhangis32yearsold.Sheislivinginahigh-storeybuildinginGuangzhouShehasbeenmarriedfor5yearsandhasachild.Shelovesherfamilysomuch,soshespendslotoftimeandenergyontakingcareofherfamilymembers.Shealwayskeepsherhomeverycleanandtidy,soastominimizethechancesofillnessandinfectionscausedbygermsandbacteria.Forhomeappliances,Ms.Zhangalwayschoosestheproductsthataremorehygienicandhealthy.Forexample,therefrigeratorshecurrentusesisaPanasonicanti-bacteria.Hernextwashingmachinewillbefront-loaded,becauseshethinksitismorehygienic.我處處關愛家人的健康。Iwishtotakecareofmyfamily’shealthineveryaspect.21CaringHealth關注健康Mrs.ZhangiSimplytheBest只求最好Demographics:HighereducationallevelHigherfamilyincome(RMB2720)ConsumerValues:UsethebestproductsratherthanbetteronesKeyNeeds:ThemostpowerfulavailableMakemefeelIhaveboughtthebest22SimplytheBest只求最好DemographMrs.Haois36yearsoldwithgoodeducationalbackground.Sheworksasaaccountantinalargecompany.Shelikestobuythebestgoodsonthemarket.ShespendslittletimewatchingTV,butisverykeenonreadingarticlesaboutfashionandgardendesign.Forhomeappliances,shesimplychoosestheproductswiththebestperformance,withoutworryingtoomuchaboutpriceorotheraspects.Sheusesahigh-endHaierandhasbeenusingitformanyyears.Shehasanautomaticwashingmachinewithverylargecapacity,andintendtobuyafrontloader.SimplytheBest只求最好我只選最好的.Iwouldsimplychoosethebest.23Mrs.Haois36yearsoldwithPragmaticSimplicity簡單實用Demographics:SlightlymoreinBeijing3-4familymembersConsumerValues:EfficiencyisthemostimportanttomeIwishtoliveanunstrainedlifeIamapersonwhoseeksharmonyinlifeIshouldnotbetiedupwithhouseworkonweekendsKeyNeeds:ThemostpracticalproductsonthemarketTheeasiesttooperateTheeasiesttocleanTheeasiesttorepair24PragmaticSimplicity簡單實用DemogPragmaticSimplicity簡單實用MissHuanglivesinBeijing,sheisanemployeeinasmallcompany.Shewantstoliveanunstrainedlife.Shepaysmuchattentiontoefficiencyandwantstohavetimetoenjoylife.Shelikestoreadarticlesinmagazinesandnewspapersaboutentertainment,sports,arts,travelandmovies,soastomakeherlifecolourful.Forhomeappliances,shesimplywantstheproductsthataretheeasiesttorepair,operateandclean,withpracticaluse,astheseproductscansavelotsoftimeforher.Shecurrentlyusesalarge-capacityrefrigeratorandautomaticwashingmachine,becausetheseproductsaremorepracticalandconvenient.Forcookingappliances,shedoesn’tcareaboutwhetherthebrandsarethesameforstoveandhoods,aslongastheyareeasytouse.簡單實用，幫助我從容享受生活Simplicityhelpsmeenjoylife25PragmaticSimplicity簡單實用MissFreshDesign新潮設計Demographics:MorelikelyinShanghaiSlightskewtowardsmalesMiddlemanagementAged22-30ConsumerValues:DesignismoreimportantthanfeaturesIliketobedifferentfromothersIwishmakemyhomemodernIenjoymylifeKeyNeeds:GivemethefreshfeelingbythedesignGivemealookofbrand-newbythedesignSavespaceEnvironmentallyfriendly26FreshDesign新潮設計Demographics:FreshDesign新潮設計Mr.LiulivesinShanghai,andheis28yearsold.NowheworksinaITcompanyasclientmanager.Hehasahighmonthlyincomebutdoesn’twanttoshowsuccess.Helikestouse/purchasenovelproductstoshowhisuniquepersonality.Duringhisfreetime,helikesTVprogramsorreadingarticlesonfinance,realestate,cars,advertisingandcelebrities.Healsotakeseveryopportunitytoenjoylife.Forhomeappliances,thebrandslikeSimens,ElectroluxandSamsungaremoreattractivetohim,forthesebrandshavefreshdesigns.Heisnowusingdifferentbrandsforhisstoveandhoods,butheintendstoreplacethembysetproductnexttime.我希望能經常使用具有不同外型的家電，讓我感覺新鮮Differentdesignsofhomeappliancesmakemefeelfresh27FreshDesign新潮設計Mr.Liulives各細分對品類的具體需求LifeofRecognitionCaringHealthSimplytheBestReleasePragmaticSimplicityFreshDesignHelpmemanagefoodsstorageKnowthefoodstoragesituationwithoutopeningthedoorEasytofindtheneededstuffsfromitNotmakefoodgobadforlongtimeMaketheinteriorsmellpureandfreshMaketheroomlookunitaryMakemefeelenergeticbytakingfreshfood

MakemyhomelookbeautifulBeeasytofindtheneededstuffsfromitMakemechangetheinteriorlayoutoftherefrigeratorfreelyMakemeclearlyknowthetemperaturestatus

NotmakefoodgobadforlongtimeMaketheinteriorsmellpureandfreshMakemefeelenergeticbytakingfreshfoodMakemeplacemanystuffsinbigsizeMakelittleeffortstothinkabouthowtousethespaceUseitwithoutrestric-tionsMakemeknowthefoodstoragesituationwithou