旅游市場(chǎng)營(yíng)銷STP的分析

旅游市場(chǎng)營(yíng)銷STP的分析MarketSegmentation,

Targetingand

PositioningTourismMarketingUnitDeliveredby:AmyLiLearningOutcomesAfterthissession,youshouldbeableto:1.Definewhatismeantbysegmentation,targetingandpositioning.2.Listandunderstandthemajorbasesforsegmentation.3.ConductanSTPanalysistoyourbusiness.Differentcustomersarelookingfordifferentbenefitsfromthegoodsandservicestheypurchase.Iprefernatrualscenicspots.IpreferhistoricalsitesIliketheservicehere.Thisistooexpensive.TheresourcesandcapabilitiesofacompanyarelimitedCustomerDemandCompany'sResourcesI'vetriedthebest,butstillcan'tsatisfythecustomer.TARGETMARKETINGThekeystepsintargetmarketingare:MarketsegmantationMarkettargetingMarketpositioning

MarketsegmantationTheprocessofdividingthetotalmarketforagoodorserviceintoseveralsmallergroups,eachofwhichtendstobehomogeneous(orsimilar)inallsignificantaspects.BenifitsofMarketSegmentationByusingthestrategyofmarketsegmentation,acompanycandesignproductsthatcloselymatchthedemandsofparticulargroups;asmallfirmwithlimitedresourcescancompeteveryeffectivelyinoneortwomarketsegments;marketerscanmakemoreefficientuseofbudget;marketerscanuseadvertisingmediaandpromotionalmethodsmoreeffectively;Howdowesegmentconsumermarkets?SegmentationBasesGeographicExlesoftypicalmarketsegmentsRegiondistricts,postcodeareas,blocksCitysizeunder25000,25000-100000...Urban/ruralurban,suburban,countrytown,ruralClimatehot,temperate,coldSegmentationBasesDemographicExlesoftypicalsegmentsAge,GenderFamilylifecyclestageyoungsingle,youngmarriednochildren,fullnestfamilyEducationhighschool,bachelor,masterOccupationmanager,professional,clerial,student,technician,salesIncomeReligionProtestant,Moslem,BuddismSegmentationBasesPhycographicExlesoftypicalsegmentsSocialclassupper,uppermiddle,lowermiddle,bluecollarPersonalityambitious,self-confident,introverted,extroverted,sociableLifestyleFamily-focused,adventurous,health-and-fitness-orientedSegmentationBasesBehavioural(orproduct-relatedbases)

Benifitsdesired(widevariation,dependingonproduct)Usageratenon-user,light-user,heavyuserLoyaltystatusalwaysbuyonebrandorfromonesupplier;buyfromanarrowrangeofpreferredbrandsorsuppliers;buyonprice,convenienceorimpulseBasesforsegmentingmarketsMarketSegmentationApracticalsegmentationrequiresthefollowing:Thecustomersinasegmentmustbeaccessibletothefirm.Eachtargetedsegmentmustbelargeenoughtoproduceareturnonthefirm'sinvestmentinmarketingtothem.segment3Whichonetochoose?

Markettargetingsegment2segment1

MarkettargetingOnceafirmhassegmentedthetotalmarketforitsproduct,itsnexttaskistoselectoneormoresegmentsasitstargetmarket(s).Thefirmcanfollowoneofthestrategiesbelow:Marketaggregation.Single-segmentstrategy.Multiple-segmentstrategy.

MarketAggregation

無(wú)差異策略可口可樂(lè)致力于顧客需求的共同點(diǎn)appealtoawiderangeofconsumerswithagenericproduct/service不管細(xì)分市場(chǎng)有什么區(qū)別，我只用這一種產(chǎn)品打遍所有市場(chǎng)不管細(xì)分市場(chǎng)有什么區(qū)別，我只用這一種產(chǎn)品打遍所有市場(chǎng)segmentsegmentMarketMix這么多細(xì)分市場(chǎng)，我只做一個(gè)

Single-segmentStrategy

單一目標(biāo)市場(chǎng)策略provideaproductspecificallytailoredtoacertaintargetmarketSingle-segmentStrategyContikiToursContiki是一種半自助旅行方式，選擇好歐洲、北美、東南亞的旅游線路之后，自己辦理簽證，購(gòu)買機(jī)票，飛赴集合地，然后大家一起旅行。年輕，是可不可參加Contiki的首要條件，具體到18歲以上，35歲以下，不論你是什么身份，過(guò)了35歲，哦，對(duì)不起，倒貼錢，你也不能參加什么Contiki了。甚至連導(dǎo)游和司機(jī)，都是來(lái)自世界各地18至35歲的朝氣蓬勃的年輕人。完全是個(gè)年輕人的嘉年華會(huì)，一起瘋一起鬧，興趣趨同，少了代溝的煩惱。segmentsegmentsegmentMarketMix1MarketMix2MarketMix3致力于顧客需求的不同點(diǎn)這些細(xì)分市場(chǎng)我都要，我要為每個(gè)細(xì)分市場(chǎng)設(shè)計(jì)一個(gè)營(yíng)銷組合

Multiple-segmentStrategy

差異策略

TargetMarketingStrategiessinglemarketingmixmarketsegmentAmarketsegmentBmarketsegmentCSingle-segmentStrategymarketsegmentAmarketsegmentBmarketsegmentCmarketmixAmarketmixBmarketmixCMultiple-segmentStrategyMarketAggregationsinglemarketingmixonemass,undifferentiatedmarketMarketsegmentationandtargeting

ProjectPleaseidentifyspecificgroupsofpotentialcustomersforyourcompany.Remember,weneedtoknownotonlywhowearegoingtotarget,butmostimportantly,thatthereareenoughofthemwhowillbuyoftenenoughforourprodcuttobeviable.First,identifyallpossiblesegments,thendecidewhichgroup(s)you'lltarget.

PositioningAproduct'spositionisthecomplexsetofperceptions,impressionsandfeelingsthatconsumersholdfortheproductcomparedwithcompetingproducts.

PositioningPositioningistheprocessofdevelopinganintendedimage,perceptionorimpressiontotheproduct/serviceorbrandincustomer'smind.PositioningStrategyPositioningaccordingtoaproductattribute.WhereEveryCinderellaStoryComesTrue.WhereWonderlandIsYourDestiny.WhereImaginationSavesTheDay.WhereTheMagicBegins.WhereYou’reAlwaysTheKingOfTheCourt.WhereYou’reTheFairestOfThemAll.WhereYouNeverHaveToGrowUp.WhereAWholeNewWorldAwaits.WhereDreamsRunFree.WhereYourEveryWishIsOurCommand.你的每一個(gè)愿望都指引著我們前進(jìn)的地方。PositioningStrategyPositioninginrelationtoacompetiter.PositioningStrategyPositioningbypriceandquality.Marketpositioning

ProjectConsideryourorganisationandtrytoidentifypreciselywheretheorganisationispositionedinthemarketplace.Designaslognfortheproduct/serviceforwhichyouaregoingtomakethemarketingplan.THANKYOUSeeyou~神圣的工作在每個(gè)人的日常事務(wù)里，理想的前途在于一點(diǎn)一滴做起。創(chuàng)造性模仿不是人云亦云，而是超越和再創(chuàng)造。逆境給人寶貴的磨練機(jī)會(huì)。只有經(jīng)得起環(huán)境考驗(yàn)的人，才能算是真正的強(qiáng)者。13:4513:4513:45:0313:45:03所謂天才，只不過(guò)是把別人喝咖啡的功夫都用在工作上了。強(qiáng)烈的欲望也是非常重要的。人需要有強(qiáng)大的動(dòng)力才能在好的職業(yè)中獲得成功。你必須在心中有非分之想，你必須盡力抓住那個(gè)機(jī)會(huì)?；茧y可以試驗(yàn)一個(gè)人的品格，非常的境遇方才可以顯出非常的氣節(jié);風(fēng)平浪靜的海面，所有的船只都可以并驅(qū)競(jìng)勝。命運(yùn)的鐵拳擊中要害的時(shí)候，只有大勇大智的人才能夠處之泰然。不放過(guò)任何細(xì)節(jié)。9月-239月-239月-239月-23惟一持久的競(jìng)爭(zhēng)優(yōu)勢(shì)，就是比你的競(jìng)爭(zhēng)對(duì)手學(xué)習(xí)得更快的能力。把你的競(jìng)爭(zhēng)對(duì)手視為對(duì)手而非敵人，將會(huì)更有益。一旦做出決定就不要拖延。任何事情想到就去做!立即行動(dòng)!如果通用公司不能在某一個(gè)領(lǐng)域坐到第一或者第二把交椅，通用公司就會(huì)把它在這個(gè)領(lǐng)域的生意買掉或退出這個(gè)領(lǐng)域。我的宗旨一向是逐步穩(wěn)健發(fā)展，既不要靠聳人聽(tīng)聞的利潤(rùn)，也不要在市場(chǎng)不景氣時(shí)，突然有資金周轉(zhuǎn)不靈的威脅。28-9月-2313:45:03在艱難時(shí)期，企業(yè)要想獲得生存下去的機(jī)會(huì)，唯一的辦法就是保持一種始終面向外界的姿態(tài)。若想長(zhǎng)期生存，僅有的途徑就是要使人人竭盡全力，千方百計(jì)讓下一代產(chǎn)品進(jìn)入用戶家中。時(shí)間是一個(gè)偉大的作者，它會(huì)給每個(gè)人寫出完美的結(jié)局來(lái)。自始自終把人放在第一位，尊重員工是成功的關(guān)鍵。讓流程說(shuō)話，流程是將說(shuō)轉(zhuǎn)化為做的惟一出路。9月-239月-2313:45:03在一個(gè)崇高的目的支持下，不停地工作，即使慢，也一定會(huì)獲得成功。微軟離破產(chǎn)