营销管理定位策略

1、POSITIONINGStrategy 定位策略1MARKET SEGMENTATION市场细分Modern marketing companies recognise that they cannot appeal to every buyer in the market.现代以市场部为导项的公司认识到他们的产品在市场上已不能吸引到每一个消费者。Thus, they segment the market, trying to identify the part (or parts) that they can serve best. 因此， 他们开始细分市场，力图确定部分的群体是他们可以完全

2、服务的到的。 2MARKET SEGMENTATION市场细分Companies do not always practise the philosophy of market segmentation:公司不总是以达观冷静的哲学态度来实践他的市场细分。. Mass marketing 大众化的市场. Product-variety marketing 不同种类产品的市场. Target marketing 目标市场3Stages in Market Orientation 首先以市场为导项MassMarketing 大众化市场Product-VarietyMarketing 不同产品类别的市

3、场TargetMarketing 目标市场4MARKET SEGMENTATION市场细分Todays companies are moving away from mass marketing and product variety marketing.今日的许多公司已经开始远离大众市场和已产品类别划分的市场。Target marketing is helpful in finding market opportunities and developing more effective products and marketing mixes in profitable way.而目标市场可

4、以帮助找到市场机遇和开发更多的有效的产品， 并且使整合的市场沟通计划处在一个确保赢利的位置。5TARGET MARKETING目标市场Key steps: (STP) 主要步骤 （STP）1. Market Segmentation 市场细分2. Market Targeting 市场的目标群3. Market Positioning 市场定位6MARKET SEGMENTATION市场细分The process of dividing a market into distinct groups of buyers who might require separate products or

5、marketing mixes.划分市场的过程是将一个市场明确的区分为不同的消费群体，他们可能需求的不同的产品或者是整体的市场沟通。7Bases for Segmenting Consumer Markets消费者的市场细分的基本CHARACTERISTICSDemographic 人口Geographic 地理Behavioural 行为 Psychographic 心理8GEOGRAPHIC VARIABLES地理的变化Geographic variables:. nations; states; cities; suburbs 民族，国家， 城市， 郊区 . regions; censu

6、s districts 地域， 人口普查的区域. population density 人口密度. local government areas 本地政府的管辖区域. climatic zones 气候地带- many others 还有很多其他9DEMOGRAPHIC VARIABLES人口的变化Demographic segmentation is sometimes called “state-of-being” segmentation.人口细分有时侯我们称做“存在状态”的细分Most companies will use more than one demographic varia

7、ble大多数的公司会利用远远多于单一的人口变化。Includes: 包括. age 年龄. Gender 性别 . Income 收入. family size 家庭大小. family life cycle 家庭生活的周期. marital status 婚姻状况. Occupation 职业. Religion 宗教信仰 . Nationality 民族性 . Race 种族. many others 还有很多其他10PSYCHOGRAPHIC VARIABLES心理变化Psychographic segmentation: 心理细分. sometimes called “state-of

8、-mind” segmentation.有时侯称作“心理状态”的细分 Variables:变化. socioeconomic status 社会经济状态. Preferences 爱好. Lifestyle 生活形式. personality characteristics 个性. opinions观点. Attitudes 态度. many others 还有很多其他11BEHAVIOURAL VARIABLES行为 变化Behavioural variables:. knowledge of product 产品知识. attitudes towards product 面向产品的态度.

9、purchase occasion 购买时机. benefit sought 利益的寻找. user status 使用者的状况; usage rate 使用频率. loyalty status 忠诚度的状态; buyer readiness 购买者的准备状况. Internet address 网上地址12Segmenting Business Markets以生意为导项的市场细分Bases for Segmenting Business Markets 以生意为导项市场细分的基础Demographics人口PersonalCharacteristics个性SituationalFactor

10、s状况因素OperatingVariables操作时的变量PurchasingApproaches购买途经 13Q 1 . Can you write down your Target segment of your Client请你写下有关你所服务客户的目标细分市场Q 2 . Can you write down your Target Segment of your company请你写下你公司的目标细分市场14MARKET TARGETING目标市场After the market has been segmented, the marketer must:当市场被细分后， 市场人员必须

11、evaluate the segments 对细分市场进行评估select those to be targeted 选择可以针对的目标15EVALUATING MARKET SEGMENTS如何评估市场细分In evaluating the market segments, a company must look at three factors:市场细分的评估， 每家公司必须看到以下三点1. Segment size and growth rate 细分的容量大小和增长比率2. Segment structural attractiveness 细分架构的魅力3. Segment comp

12、atibility with company objectives and resources 市场细分的能力在于公司的目的和他的资源16Effective Segmentation有效的市场细分RequirementsFor EffectiveSegmentation有效市场细分的必备要求Measurable可测量的Substantial充实的Actionable可行动的Accessible可达到的17SELECTING TARGET SEGMENTS目标市场细分后的选择In selecting their target segments, companies can take any of

13、 three market-coverage strategies: 选择目标市场细分，公司可选择三个覆盖市场的策略：. undifferentiated marketing 一致的市场. differentiated marketing 有区别的市场. concentrated marketing 密集性的市场策略18Market Coverage Strategies覆盖市场的策略Segment 1Segment 2Segment 3CompanyMarketingMix 公司整合的市场沟通计划Segment 1Segment 2Segment 3CompanyMarketingMixCo

14、mpany Mix 1Company Mix 2Company Mix 3Market市场A. Undifferentiated Marketing 一致的市场B. Differentiated Marketing 有区别的市场C. Concentrated Marketing 密集性的市场19UNDIFFERENTIATED MARKETING一致的市场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场细分， 并且用相同的市场沟通策略来针对

15、整个市场。Strategy focuses on the common needs of the market rather than differences in it.集中的策略应在于寻找市场中共同的需求， 而不在单单挖掘他的不同之处。Provides economies of scale on product costs but may be limited in application.提供产品成本的经济比例，但在申请中也许会有限制。20DIFFERENTIATED MARKETING区分市场Seller targets several market segments and desi

16、gns separate marketing mixes for each of them.出售商定位几个目标市场细分并且为他们设计不同的沟通市场计划。Strategy allows customer loyalty to be maintained as customer needs change.当消费者的需求在改变， 策略则期望允许维持住消费者的忠诚度。21CONCENTRATED MARKETING密集性的市场Seller pursues a large share of one or more segments. 出售商所追求的是在一项细分市场或者是更多细分市场中的最大份额。Stra

17、tegy allows economies in segment knowledge and service, but risk is higher due to smaller total market share. 策略允许经济政策在细分市场后的知识和服务，但由于占据很小的市场份额所承担的危险比较高。22MARKET POSITIONING市场定位Marketers attempt to create a particular position in the market for their products. 市场从业人员努力试图在市场中为他们的产品创造一个特别的定位。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.” 产品定位的方法可定义为建立在消费者基础上的重要的属性，产品占据在消费者的心理地位， 成为更相关的竞争性产品。 23MARKET POSITIONING STRATEGIES市场定位的战略Marketers can choose to position on: 市场人员可挑选自己产品的

19、定位如以下几方面：. product attributes 产品属性 . Benefits 利益 . usage occasions 使用机会. Users 使用者. against, or towards, a competitor 打败面项的竞争对手. product class 产品的种类或级别- any combination of these 以上个点的任意结合24IMPLEMENTING A POSITIONING STRATEGY定位策略的执行Three steps are involved in this task:以下三步应考虑 . identifying a set of

20、possible competitive advantages 明确一套有可能的具有竞争性的优势. selecting the right competitive advantage(s) 选择合适的具有竞争性的优势. communicating and delivering the chosen competitive advantage(s) 沟通和传递已选择好的具有竞争性的优势。A technique known as perceptual mapping is often used as an aid to product and brand positioning - and, sometimes, for repositionin