旅游市场营销STP分析

1、Market Segmentation,Targeting andPositioningTourism Marketing UnitDelivered by: Amy Li Learning OutcomesAfter this session, you should be able to:1. Define what is meant by segmentation, targeting and positioning.2. List and understand the major bases for segmentation.3. Conduct an STP analysis to y

2、our business. Different customers are looking for different benefits from the goods and services they purchase.I prefer natrual scenic spots.I prefer historical sitesI like the service here.This is too expensive.The resources and capabilities of a company are limitedCustomer DemandCompanys Resources

3、Ive tried the best, but still cant satisfy the customer. TARGET MARKETINGThe key steps in target marketing are:The key steps in target marketing are: Market segmantation Market targeting Market positioning Market segmantation The process of dividing the total market for a good or service into severa

4、l smaller groups, each of which tends to be homogeneous (or similar) in all significant aspects. Benifits of Market SegmentationBy using the strategy of market segmentation,1. a company can design products that closely match the demands of particular groups;2. a small firm with limited resources can

5、 compete very effectively in one or two market segments;3. marketers can make more efficient use of budget;4. marketers can use advertising media and promotional methods more effectively; How do we segment consumer markets? Segmentation BasesGeographic Examples of typical market segmentsRegion distr

6、icts, postcode areas, blocksCity size under25000, 25000-100000.Urban/ rural urban, suburban, country town, ruralClimate hot, temperate, cold Segmentation BasesDemographic Examples of typical segmentsAge, Gender Family lifecycle stage young single, young married no children, full nest familyEducation

7、 high school, bachelor, masterOccupation manager, professional, clerial, student, technician, salesIncome Religion Protestant, Moslem, Buddism Segmentation BasesPhycographic Examples of typical segmentsSocial class upper, upper middle, lower middle, blue collar Personality ambitious, self-confident,

8、 introverted, extroverted, sociableLifestyle Family-focused, adventurous, health-and-fitness-oriented Segmentation BasesBehavioural (or product-related bases) Benifits desired (wide variation, depending on product)Usage rate non-user, light-user, heavy userLoyalty status always buy one brand or from

9、 one supplier; buy from a narrow range of preferred brands or suppliers; buy on price, convenience or impulse Bases for segmenting marketsMarket SegmentationA practical segmentation requires the following: The customers in a segment must be accessible to the firm. Each targeted segment must be large

10、 enough to produce a return on the firms investment in marketing to them.segment3Which one to choose? Market targetingsegment2segment1 Market targeting Once a firm has segmented the total market for its product, its next task is to select one or more segments as its target market(s). The firm can fo

11、llow one of the strategies below : Market aggregation. Single-segment strategy. Multiple-segment strategy. Market Aggregation无差异策略可口可乐可口可乐致力于顾客需求的共同点appeal to a wide range of consumers with a generic product/service不管细分市场有什么区别，我只用这一种产品打遍所有市场不管细分市场有什么区别，我只用这一种产品打遍所有市场segmentsegmentMarket Mix这么多细分市场，我

12、只做一个这么多细分市场，我只做一个 Single-segment Strategy单一目标市场策略provide a product specifically tailored to a certain target market Single-segment Strategy Contiki Tours Contiki是一种半自助旅行方式，选择好欧洲、北美、东南亚的旅游线路之后，自己办理签证，购买机票，飞赴集合地，然后大家一起旅行。 年轻，是可不可参加Contiki的首要条件，具体到1818岁岁以上，以上，3535岁以下岁以下，不论你是什么身份，过了35岁，哦，对不起，倒贴钱，你也不能参加什

13、么Contiki了。甚至连导游和司机，都是来自世界各地18至35岁的朝气蓬勃的年轻人。完全是个年轻人的嘉年华会，一起疯一起闹，兴趣趋同，少了代沟的烦恼。segmentsegmentsegmentMarket Mix1Market Mix2Market Mix3致力于顾客需求的不同点致力于顾客需求的不同点这些细分市场我都要，这些细分市场我都要，我要为每个细分市场设我要为每个细分市场设计一个营销组合计一个营销组合 Multiple-segment Strategy差异策略 Target Marketing Strategies single marketing mixmarket segment

14、Amarket segment Bmarket segment CSingle-segment Strategymarket segment Amarket segment Bmarket segment Cmarket mix Amarket mix Bmarket mix CMultiple-segment StrategyMarket Aggregationsingle marketing mixone mass,undifferentiated marketMarket segmentation and targetingProject Please identify specific

15、 groups of potential customers for your company. Remember, we need to know not only who we are going to target, but most importantly, that there are enough of them who will buy often enough for our prodcut to be viable. First, identify all possible segments, then decide which group(s) youll target.

16、Positioning A products position is the complex set of perceptions, impressions and feelings that consumers hold for the product compared with competing products. Positioning Positioning is the process of developing an intended image, perception or impression to the product/service or brand in custom

17、ers mind. Positioning StrategyPositioning according to a product attribute. Where Every Cinderella Story Comes True. Where Wonderland Is Your Destiny. Where Imagination Saves The Day. Where The Magic Begins. Where Youre Always The King Of The Court. Where Youre The Fairest Of Them All. Where You Nev

18、er Have To Grow Up. Where A Whole New World Awaits. Where Dreams Run Free. Where Your Every Wish Is Our Command.你的每一个愿望都指引着我们前进的地方。 Positioning StrategyPositioning in relation to a competiter. Positioning Strategy Positioning by price and quality.Market positioningProject Consider your organisation

19、and try to identify precisely where the organisation is positioned in the marketplace. Design a slogn for the product/service for which you are going to make the marketing plan.THANK YOUSee you神圣的工作在每个人的日常事务里，理想的前途在于一点一滴做起。创造性模仿不是人云亦云，而是超越和再创造。逆境给人宝贵的磨练机会。只有经得起环境考验的人，才能算是真正的强者。22:5422:5422:54:3122:5

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