旅游市场营销分析市场细分目标市场选择与定位

MarketSegmentation,

Targetingand

PositioningTourismMarketingUnitDeliveredby:AmyLi目前一页\总数三十二页\编于十四点LearningOutcomesAfterthissession,youshouldbeableto:1.Definewhatismeantbysegmentation,targetingandpositioning.2.Listandunderstandthemajorbasesforsegmentation.3.ConductanSTPanalysistoyourbusiness.目前二页\总数三十二页\编于十四点Differentcustomersarelookingfordifferentbenefitsfromthegoodsandservicestheypurchase.Iprefernatrualscenicspots.IpreferhistoricalsitesIliketheservicehere.Thisistooexpensive.目前三页\总数三十二页\编于十四点TheresourcesandcapabilitiesofacompanyarelimitedCustomerDemandCompany'sResourcesI'vetriedthebest,butstillcan'tsatisfythecustomer.目前四页\总数三十二页\编于十四点TARGETMARKETINGThekeystepsintargetmarketingare:MarketsegmantationMarkettargetingMarketpositioning

目前五页\总数三十二页\编于十四点

MarketsegmantationTheprocessofdividingthetotalmarketforagoodorserviceintoseveralsmallergroups,eachofwhichtendstobehomogeneous(orsimilar)inallsignificantaspects.目前六页\总数三十二页\编于十四点

BenifitsofMarketSegmentationByusingthestrategyofmarketsegmentation,acompanycandesignproductsthatcloselymatchthedemandsofparticulargroups;asmallfirmwithlimitedresourcescancompeteveryeffectivelyinoneortwomarketsegments;marketerscanmakemoreefficientuseofbudget;marketerscanuseadvertisingmediaandpromotionalmethodsmoreeffectively;Howdowesegmentconsumermarkets?目前七页\总数三十二页\编于十四点

SegmentationBasesGeographicExamplesoftypicalmarketsegmentsRegiondistricts,postcodeareas,blocksCitysizeunder25000,25000-100000...Urban/ruralurban,suburban,countrytown,ruralClimatehot,temperate,cold目前八页\总数三十二页\编于十四点

SegmentationBasesDemographicExamplesoftypicalsegmentsAge,GenderFamilylifecyclestageyoungsingle,youngmarriednochildren,fullnestfamilyEducationhighschool,bachelor,masterOccupationmanager,professional,clerial,student,technician,salesIncomeReligionProtestant,Moslem,Buddism目前九页\总数三十二页\编于十四点

SegmentationBasesPhycographicExamplesoftypicalsegmentsSocialclassupper,uppermiddle,lowermiddle,bluecollarPersonalityambitious,self-confident,introverted,extroverted,sociableLifestyleFamily-focused,adventurous,health-and-fitness-oriented目前十页\总数三十二页\编于十四点

SegmentationBasesBehavioural(orproduct-relatedbases)

Benifitsdesired(widevariation,dependingonproduct)Usageratenon-user,light-user,heavyuserLoyaltystatusalwaysbuyonebrandorfromonesupplier;buyfromanarrowrangeofpreferredbrandsorsuppliers;buyonprice,convenienceorimpulse目前十一页\总数三十二页\编于十四点DimensionsExamplesoftypicalmarketsegments具体细分变量因素列举Geographic综合地理区域（洲别、国别、地区等）；空间位置（远程、中程、近程等）；气候与自然地理环境（热带、寒带、高原、沙漠地区等）；聚落与人文地理环境（人口密度、各类城镇等）；经济地理环境（发达国家、发展中国家等）。

Demographic年龄、性别、职业、收入、家庭生命周期、家庭规模、受教育程度、社会阶层、种族、宗教、国籍、民族等

Psychographic生活方式、性格特征、态度、兴趣、动机等

Behavioural

购买时机（旺季、淡季、节假日）；追求的利益（迅速便捷、温馨浪漫、经济实惠）；购买频率（未旅游者、首次旅游者、多次旅游者）；购买方式（团体、散客）；偏好程度（极度偏好、中等程度偏好、摆动偏好、无偏好）；购买行为特征（理智型、冲动型、积极型、猎奇型、享受型）。

Basesforsegmentingmarkets目前十二页\总数三十二页\编于十四点MarketSegmentationApracticalsegmentationrequiresthefollowing:Thecustomersinasegmentmustbeaccessibletothefirm.Eachtargetedsegmentmustbelargeenoughtoproduceareturnonthefirm'sinvestmentinmarketingtothem.目前十三页\总数三十二页\编于十四点segment3Whichonetochoose?

Markettargetingsegment2segment1目前十四页\总数三十二页\编于十四点

MarkettargetingOnceafirmhassegmentedthetotalmarketforitsproduct,itsnexttaskistoselectoneormoresegmentsasitstargetmarket(s).Thefirmcanfollowoneofthestrategiesbelow:Marketaggregation.Single-segmentstrategy.Multiple-segmentstrategy.目前十五页\总数三十二页\编于十四点

MarketAggregation

无差异策略可口可乐致力于顾客需求的共同点appealtoawiderangeofconsumerswithagenericproduct/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目前十六页\总数三十二页\编于十四点segmentsegmentMarketMix这么多细分市场，我只做一个

Single-segmentStrategy

单一目标市场策略provideaproductspecificallytailoredtoacertaintargetmarket目前十七页\总数三十二页\编于十四点

Single-segmentStrategyContikiToursContiki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18岁以上，35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。目前十八页\总数三十二页\编于十四点segmentsegmentsegmentMarketMix1MarketMix2MarketMix3致力于顾客需求的不同点这些细分市场我都要，我要为每个细分市场设计一个营销组合

Multiple-segmentStrategy

差异策略目前十九页\总数三十二页\编于十四点目前二十页\总数三十二页\编于十四点

TargetMarketingStrategiessinglemarketingmixmarketsegmentAmarketsegmentBmarketsegmentCSingle-segmentStrategymarketsegmentAmarketsegmentBmarketsegmentCmarketmixAmarketmixBmarketmixCMultiple-segmentStrategyMarketAggregationsinglemarketingmixonemass,undifferentiatedmarket目前二十一页\总数三十二页\编于十四点Marketsegmentationandtargeting

ProjectPleaseidentifyspecificgroupsofpotentialcustomersforyourcompany.Remember,weneedtoknownotonlywhowearegoingtotarget,butmostimportantly,thatthereareenoughofthemwhowillbuyoftenenoughforourprodcuttobeviable.First,identifyallpossiblesegments,thendecidewhichgroup(s)you'lltarget.目前二十二页\总数三十二页\编于十四点

PositioningAproduct'spositionisthecomplexsetofperceptions,impressionsandfeelingsthatconsumersholdfortheproductcomparedwithcompetingproducts.目前二十三页\总数三十二页\编于十四点

PositioningPositioningistheprocessofdevelopinganintendedimage,perceptionorimpressiontotheproduct/serviceorbrandincustomer'smind.目前二十四页\总数三十二页\编于十四点

PositioningStrategyPositioningaccordingtoaproductattribute.目前二十五页\总数三十二页\编于十四点WhereEveryCinderellaStoryComesTrue.WhereWonderlandIsYourDestiny.WhereImaginationSavesTheDay.WhereTheMagicBegins.Wh